General News
10 March, 2026
Local tourism board changes branding
Destination Central Victoria, a tourism group the Central Goldfields Shire is a part of, has launched new branding pitching central Victoria as a "heartland" to possible visitors.
Destination Central Victoria, an expanded tourism body which includes the Central Goldfields Shire, has launched new branding to attract visitors to the region.
The branding frames central Victoria as the state’s “heartland” able to unite communities, attract visitors, and foster growth in the region.
It’s the latest step in a transition away from Daylesford Macedon Tourism into the expanded Destination Central Victoria tourism body which includes Hepburn, Macedon Ranges, Mount Alexander and Central Goldfields shires.
The expanded organisation came after a State Government push to consolidate tourism boards into a network of Visitor Economy Partnerships (VEP).
Destination Central Victoria Interim CEO Paul Matthews said the new brand was developed following close consultation with the four council areas and key industry partners.
“We worked through a number of iterations of what we stand for,” he said.
“We noticed all the common links were around heart, emotion, and filling your cup.”
Combined with the shire’s boundaries which, to Mr Matt-hews, make a heart shape when put together he was proud of the result.
“This brand captures the very essence of our region – warm and authentic, welcoming to all, rich in creativity and natural beauty, and forward‑thinking while honouring our past,” he said.
The branding is essentially new imagery to sell what the shire’s have on offer.
“The trick is to tell whoever is staying so many things to do they’re forced to stay a second night,” he said.
Destination Central Victoria also launched their Victoria’s Heartland visitor website and a dedicated Victoria’s Heartland Visitor App — both to support tourism in the region.
After half a year of effort Mr Matthews said it was satisfying to launch the new brand in Castlemaine last month.
“I was extremely proud of the team, I was extremely proud of the industry, and I was so happy that I even had a drink that night — not that I don’t drink — I really felt it was worth celebrating and raising a toast to,” he said.
The new website can be found at victoriasheartland.com.au