Uncertainty over tourism alliance

“As a ratepayer I find it difficult to understand how spending $50,000 in ratepayer money a year is justified. I am unsure if all businesses have the same promotional opportunity as others who might sign on as independent partners with Grampians Tourism” – Cr Di Bell

Horsham councillors want to see ‘more value for money’ in a collective municipal partnership with Grampians Tourism.

But instead of maintaining a threeyear partnership agreement, Horsham Rural City Council reaffirmed at its August meeting a position it made earlier in the year to make a one-year financial commitment to the group.

The issue is part of local government navigation through a change that involves regional tourism boards transitioning into Victoria Visitor Economy Partnerships based on a 2019 Visitor Tourism Review.

A new Western Victorian Visitor Economy Partnership places Horsham inside a North West Victoria or ‘outback’ area.

Horsham communities and place director Kevin O’brien again put forward a recommendation to maintain a three-year agreement.

The move is based on a 2024 expiration of an existing memorandum of understanding partnership with Grampians

Tourism coinciding with the transition.

When mayor Robyn Gulline put the item forward for discussion last week it immediately prompted ‘point of order’ calls from Crs Di Bell and Claudia Haenel who believed the council had already dealt with the issue.

But Cr Gulline allowed further debate and a fresh vote on the recommendation.

In again moving for a 12-month instead of three-year Grampians Tourism membership, Cr Bell said the original vote had been based on a sense of dissatisfaction.

“When we discussed this on June 28 there was a lengthy debate where some councillors believed we were not seeing value for money in putting Horsham on the map,” she said.

“It’s obviously not working for us and I have a problem with it.”

Being part of the memorandum of understanding, which also includes Ararat, Northern Grampians and Southern Grampians councils, comes with an annual $50,000 price tag of which $15,000 is for ‘destination’ marketing. Cr Bell used a Grampians Way self-drive route circumnavigating Grampians National Park and developed by Grampians Tourism to provide an example of disappointment in Horsham district representation.

She said despite the route including Wartook and Dadswells Bridge, promotional material embraced and promoted only one business within Horsham municipality.

“There are a number of other businesses that could be involved,” she said.

“As a ratepayer I find it difficult to understand how spending $50,000 in ratepayer money a year is justified.

“I am unsure if all businesses have the same promotional opportunity as others who might sign on as independent partners with Grampians Tourism.”

Cr Haenel said while believing the council should broadly and strongly support tourism promotion in the region, it was important to ensure the process ensured Horsham businesses had appropriate exposure.

She said she was also uncomfortable in shifting from a position the council had already made on the issue.

Chief executive Sunil Bhalla, when asked the implications of what shifting from a three to one-year commitment would mean, said it was important, with several tourism projects underway in the region, that the council was ‘at the table’.

“Signing this agreement for three years gives the council flexibility. It can withdraw from this at any notice,” he said.

Cr Les Power said he was happy to pursue a three-year agreement and was comfortable with the council being able to ‘opt out’ if necessary.

“I think we need to be seen as a regional city – we need to look after our smaller communities,” he said.

“We need to show other regional centres and other tourist bodies that we are in it for the long haul.

“But we also need to get a good response back and need to push this when part of this group.”

Cr Ian Ross said agreeing to one instead of three years sent a ‘clear’ message about the council’s thoughts on the tourism partnership.

“We’re just not being sold as part of the destination message and I believe we are getting poor value for money,” he said.

“This is a simple way of sending that message.”

Grampians Tourism, established in 2009 and long having represented the interests of its member councils, is the peak industry body for tourism in much of the region including and surrounding Grampians National Park.