July 9

Date

As my time as Interim CEO comes to a close, I want to thank you for your energy, collaboration, and the occasional well-timed coffee that kept us moving forward. This update includes exciting CEO news, strong results, and a few practical items to keep you informed.

Big news first – A new CEO for DCV!

Welcome to our new CEO, Joel Chadwick.

A proud local, Joel was born in Maryborough and has held tourism focused roles with Central Goldfields Shire and the City of Ballarat. His deep regional knowledge and proven track record position him perfectly to drive DCV’s priorities: supporting industry and growing the economy through sustainable tourism and smart marketing.

We are thrilled to have Joel leading DCV into the next chapter and we look forward to him commencing his role on Monday 10 August.

 

 

DMP Update

Urban Enterprise has been appointed to merge our two Destination Management Plans (DMPs) for Daylesford Macedon Tourism and Bendigo and Surrounds. A DMP sets the strategic investment agenda for the region over the coming years. It’s not a rewrite, but a thoughtful merger. We’ll share a draft for industry feedback in the next month or so. Expect an integrated plan that reflects our shared ambitions, projects and local voices.

 

Industry stats

May results reflect seasonal softening after a very busy Easter and school holiday period, but visitor spend across Victoria’s Heartland remains strong at $86.4 million, up 14.7% on May 2025 and well ahead of inflation.

The emerging narrative: spending remains resilient even as occupancy declines. Accommodation demand softened after the Easter peak, but visitors continue to spend across dining, retail, attractions, and experiences. Both overnight and day-trip visitation are contributing positively to regional outcomes.

Length of stay is strengthening, up from 2.3 nights in February to 2.7 nights in May, the highest result so far in 2026. This suggests visitors are prioritising regional, short, accessible breaks despite broader economic pressures.

 

Conference feedback

A big thank you to those who attended our Hearts & Minds in May. The post-conference survey showed 100% satisfaction (good to excellent), with praise for speakers, networking, and the Cleveland Estate venue. All attendees indicated they’d likely return in 2027, with the half-day format favoured. Great ideas for conference themes emerged with marketing, networking and case studies ranking highly.

 

Heartland Recommends

Our Heartland Recommends program is getting great feedback. If you haven’t downloaded the toolkit or grabbed a referral card, please do. Referral cards are now in every Visitor Information Centre, so drop in and grab a few.

 

 

New brand, Visitor App and Website gong

Our new brand, Victoria’s Heartland: Place of Plenty, our visitor app and Victoria’s Heartland website continues to kick goals.

Our website Victoria’s Heartland just this week won a Silver at the 2026 Melbourne Design Awards (Digital – Travel). A fantastic achievement for the team and a credit to our region.

 

Handover and thank you

My last day will be July 17, with a handover to Joel in August. I want to extend my heartfelt thanks to the DCV team for their hard work and passion. It’s been a big journey with highs and lows, including the passing of Steve, and I’m proud of how we navigated those moments together.

A sincere thanks to the DCV Board, our new Chair Dianne Smith, and our collaborative Local Government partners (Hepburn, Macedon Ranges, Mount Alexander and Central Goldfields), the Department of Jobs, Skills, Industry and Regions and Visit Victoria for all your ongoing support.

Finally, thank you to you, the industry, for making this region so bloody great. It really is a place of plenty, and I’ll be back repeatedly as a temporary local and maybe on a project or two in the future if we get some more funding.

Cheers,
Paul

P.S. Look out for more news as we move into this exciting new chapter with Joel at the helm. He’s a great guy and I know Steve would approve 😊

 

2027 Melbourne Food & Wine Festival

Planning is already underway for the 2027 Melbourne Food & Wine Festival, taking place in March 2027. If you’ve ever considered hosting a festival event, now is the time to start developing your idea.

Anyone can submit an event concept for consideration in the Special Events program. Submission guidelines will be released next week, with applications opening on 3 August. Early-bird fees are available for submissions received before 25 August, with all applications closing on 8 September.

If you’re interested in getting involved, or would like to discuss an event idea, sign up to the Melbourne Food & Wine Festival newsletter to receive submission guidelines and key dates.

 

Upcoming industry events

Tourism Australia Industry Webinar | 1pm, 10 July
The webinar will include the latest insights from key markets as well as a deep dive on what’s been happening in Continental Europe with Regional General Manager, Eva Seller. Karen Mundine, CEO of Reconciliation Australia, will join to talk about NAIDOC Week and what it means as well as this year’s theme ‘50 years of Deadly’.
Register here

The Drink Victorian trade tasting | 27 July
Discover 800+ beverages across every drinks category, including non-alcoholic options, at this free trade-only tasting event at Marvel Stadium. Open to hospitality owners, managers, buyers and front-of-house teams.
Register here

Victorian Tourism Conference | 11-13 August
Registrations are now open for VTIC’s annual conference. Designed to inspire, connect and foster practical learnings for local government, visitor services, tourism operators and destination leaders in Victoria.
Register here