Hi all,

It’s been one hell of a start to 2026 with our recent bushfires knocking the wind out of many businesses in and around Harcourt. Now, as we head into what is traditionally one of our busiest times of the year, we are keeping a close eye on the changing fuel situation and the impact this could have on visitation.

We recognise that current fuel price fluctuations are a key topic for both you as a business and for visitors coming to our region. We are committed to keeping our region resilient and welcoming through clear, calm, and proactive communication so we’ve included some tips for you, some ideas and what we are doing.

WHAT WE ARE DOING

We will continue to communicate the message to potential visitors that Victoria’s Heartland remains open and ready to welcome visitors. Given our close proximity to Melbourne, along with the fact that most of the major towns within the region are accessible via public transport, we think we are well placed to benefit from Melbourne visitors who still want to travel and may have even cancelled their overseas trip. Not venturing too far from home may be just the tonic for visitation to our region. And this is a message that we will continue to share. Some things we are doing include:

• Resharing our Travelling to the region by train story via EDM last week – which received a strong click through rate – demonstrating our audiences interest in travelling by public transport.
• Current and upcoming social content focuses on making travel to the region simple and achievable, with an emphasis on accessibility, proximity and value.
• We will also support this through consistent amplification of partner and third-party content that aligns with these themes.
• We are working closely with Macedon Ranges Shire Council to promote the Macedon Ranges Autumn Festival and the many events throughout April with some great PR wins for the event, including being featured on WIN News, Australian Traveller, Secret Melbourne and Time Out Melbourne.
• We have and will continue to promote the many other events happening across the region during Autumn. We secured coverage on Nine News Melbourne for both the Lost Trades Fair and Castlemaine State Festival last weekend.
• Given our international flavour and abundance of Elective Vehicle (EV) charging points, we will promote these experiences through working with you.

WHAT YOU CAN DO

We encourage all of our tourism industry partners to empower guests to plan ahead and travel with confidence rather than cancel. Our region is easily doable from Melbourne on a single tank up and back, and we offer numerous EV charging stations across the shires. It is important that we keep our messaging consistent:

• Follow official government advice;
• Promote low drive and stay local itineraries without encouraging cancellations;
• Check local EV charging stations.
• Does your business offer EV charging? Let us know so we can include it in our comms.
• Support longer stays and car free travel;
• Avoid speculation on fuel shortages;
• Highlight free, convenient rail and coach options (V/Line) through April.

HOW ARE YOU GOING

e are working with VTIC to capture your feedback through a brief survey to share how these challenges are impacting your business now and what matters most moving forward. Your feedback is critical in helping shape VTIC’s response and strengthen the sectors collective voice.

Destination Central Victoria remains committed to supporting you where we can. We will continue to provide timely updates as the situation evolves.

Wishing you all a happy and prosperous Easter in our place of plenty!

Best,

Paul and the DCV team.