Tourism across Central Victoria is entering a bold new chapter, with Destination Central Victoria unveiling its dynamic regional brand, Victoria's Heartland: Place of Plenty.
The new brand reflects the richness, creativity and opportunity that define the region, positioning Central Victoria as a destination where visitors can reconnect with nature, embrace wellness, savour outstanding food and wine, and immerse themselves in arts, culture and heritage.
Mayor Kate Kendall said the launch represents a promising step forward for the region and an important opportunity for local businesses.
"'Victoria's Heartland: Place of Plenty' captures exactly what makes our communities so special - unique experiences, an extraordinary natural environment, and amazing local operators that put people first," she said.
The rebrand marks an important evolution for the organisation, formerly known as Daylesford Macedon Tourism. Destination Central Victoria now represents the shires of Macedon Ranges, Hepburn, Mount Alexander and Central Goldfields, bringing the region together under one strong and unified identity.
Inspired by the area's distinctive strengths - from mineral springs to cool-climate wineries, vibrant arts communities and historic townships - the brand presents a compelling and cohesive story to new and returning visitors alike.
Mayor Kendall emphasised the importance of collaboration in ensuring the brand achieves its full potential, particularly for businesses within the Macedon Ranges.
"For tourism businesses across the Macedon Ranges, getting behind Destination Central Victoria and communicating early feedback is essential if we want to see the strongest possible outcomes," she said.
"A unified regional approach gives us greater reach, stronger advocacy and more effective marketing than any one business or shire could achieve alone. Through Destination Central Victoria, our local operators can help amplify our shared story, attract new markets and maximise the economic benefits for our communities."
"This brand elevates our collective profile. It positions Central Victoria as the heart of Victoria. A place that stands out not only locally, but also nationally"
Council's partnership with Destination Central Victoria aligns with its commitment to fostering a dynamic, vibrant and resilient local economy - one that supports tourism, events and investment while strengthening the long-term prosperity of communities throughout the region. Council resolved at its May 2025 Council meeting to partner with Destination Central Victoria.
For more information, visit Destination Central Victoria via:
- victoriasheartland.com.au
- Facebook - @victoriasheartland
- Instagram - @victoriasheartland
- TikTok - @victoriasheartland
- App - available via Google Play and the iTunes App Store
You can also follow our Macedon Ranges-focused tourism channels:
- visitmacedonranges.com
- Facebook - @MacedonRangesNaturallyCool
- Instagram - @visitmacedonranges
- YouTube - @tourismmacedonranges
