Campaspe Shire Council is celebrating a major tourism achievement after Echuca was awarded Gold and crowned Victoria's Top Tourism Town for 2026 at the Victoria Tourism Industry Council (VTIC) Top Tourism Town Awards held on Wednesday evening.
The prestigious award recognises destinations that deliver outstanding visitor experiences, demonstrate a strong commitment to tourism and community, work collaboratively to grow visitation and showcase the best of their region.
Adding to the region's success, Rochester was also recognised as a finalist in the Small Tourism Town category, highlighting the growing appeal of destinations across Campaspe Shire. Echuca and Rochester were both previously announced as finalists in the 2026 awards program.
Campaspe Shire Mayor Cr Daniel Mackrell said the result was a tremendous achievement for Echuca and a win for the entire region.
"To be recognised as Victoria's Top Tourism Town is an outstanding achievement and a testament to the passion, dedication and collaboration that makes Echuca such a remarkable destination.
"This recognition belongs to our tourism operators, accommodation providers, event organisers, local businesses, community groups and volunteers who work so hard to create memorable experiences for visitors.
"Importantly, this is not just a win for Echuca. Success for Echuca helps shine a spotlight on the entire Campaspe region, creating opportunities for visitors to discover all of our wonderful towns, attractions, events and experiences we have to offer" he added.
CEO of Murray Regional Tourism, Cameron Sutton extended congratulations to Echuca's tourism operators and to Campaspe Shire Council on being named Victoria's Top Tourism Town for 2026.
"This award belongs to the operators who deliver exceptional experiences every single day, and to a council that has backed them with strategic investment underpinned by strong alignment to deliver the most compelling uplift to industry, a great calendar of events and support with marketing," Mr Sutton said.
Cr Mackrell said Rochester's selection as a finalist was equally deserving of recognition.
"Rochester being named a finalist is a fantastic achievement in its own right. The town has demonstrated incredible resilience, community spirit and investment in its visitor experience over recent years."
"Having both Echuca and Rochester recognised in these awards is a strong endorsement of the quality of destinations we have throughout Campaspe Shire."
The award submission was assessed by an independent judging panel and highlighted Echuca's rich heritage, vibrant events calendar, thriving visitor economy and strong commitment to delivering exceptional visitor experiences.
Cr Mackrell paid particular tribute to Campaspe Shire Council's Tourism Team for the work undertaken to prepare the successful submission.
"I would like to sincerely congratulate our Tourism Team for the tremendous work they do every day promoting our region and supporting our visitor economy," he said.
"The standard of the submission was exceptional, and this award reflects the professionalism, passion and expertise of the team behind it. They should be incredibly proud of this achievement."
The mayor also acknowledged the broader tourism industry and Council's cross-border partners.
"The strength of the Echuca Moama destination comes from the collaborative approach we take with our tourism operators, business community and colleagues across the river in at the Murray River Council."
"We thank all of our tourism partners for their ongoing commitment to showcasing our region and contributing to its success."
As Victoria's Gold Award winner, the Campaspe team representing Echuca will now progress to represent the state in the national Top Tourism Town Awards in Canberra in September, where it will compete against the top tourism destinations from across Australia.
"To now have the opportunity to represent Victoria on the national stage is incredibly exciting," Cr Mackrell said.
"We look forward to showcasing the very best of Echuca and the wider Campaspe region to the rest of the country."
