Brimbank residents are being encouraged to have their say on a new plan aimed at attracting tourists to the city.
The draft visitor economy strategy was adopted by councillors during the May 20 council meeting.
The strategy aims to attract more visitors to Brimbank, increase the economic impact of the visitor economy, implement co-ordinated destination marketing activities across the city, enhance the visitor experience and improve perceptions and enhance community pride.
It strives to market Brimbank as a ‘place of places’ and aims to harness the power of residents in marketing the area.
A report to the council meeting said that as a collective, Brimbank was not as recognisable as its constituent neighbourhoods.
“The individual character and strength of Sunshine CBD and adjacent hubs requires a ‘place of places’ marketing approach,” the report stated.
“Brimbank’s multicultural residents and business owners are a key asset, providing or supporting experiences such as community events that boost visitor dwell time in Brimbank. The strategy recommends harnessing and amplifying their role within tourism attractions and marketing.”
Councillor Virginia Tachos said the ‘place of places’ tagline could not be more appropriate.
“We are the meeting of 170 different cultures to come and call home,” she said.
“This will create opportunities for us all to show our biggest assets – our people, as well as our cuisine.
“I would also like to herald the fact that you can still get a bánh mì for under $10 in St Albans which is near impossible.
“At the same time you can visit organ pipes which is over 17 million years old. To have that within 10 minutes of each other, you wouldn’t get it anywhere else in Victoria.”
The draft strategy also aims plan for the impact of Melbourne Airport Rail Link and Suburban Rail Loop (SRL) on visitation to Brimbank.
Deputy mayor Victoria Borg said airport rail and SRL would be a “golden opportunity” for Brimbank and its visitor economy.
“Brimbank is quite unique and needs to be considered as a place of places among other things,” she said.
The draft strategy will be open for community feedback for four weeks.
