Tell us about your Greater Shepparton visitor experience

The Greater Shepparton community has an exciting opportunity to help reshape and position the region as a leading visitor destination.


Greater Shepparton City Council in partnership with Tourism Greater Shepparton and the local visitor economy industry are undergoing a Destination Rebrand Project.

As part of a recent strategic tourism research project Council developed with industry a new destination brand was identified as a high priority for Greater Shepparton which would anchor the region’s most compelling visitor offerings, telling a story that will unite Greater Shepparton and its surrounds in a distinctive narrative, and competitively position our region as a place to visit.

The brand development will be undertaken by Cupla, a brand, marketing and design specialists agency with extensive experience in Tourism brands and offerings. Cupla will undertake inclusive consultation on this project beginning with workshops for members of industry as well as a community and visitor survey.

Greater Shepparton City Council Mayor Councillor Kim O’Keeffe said now was the time to refresh and renew our brand identity and narrative for the broader market.

“The past year has seen our community and businesses navigate through a global pandemic which has highlighted how important our visitor economy is for our region, to strengthen our community, stimulate our economy and provide local jobs. Greater Shepparton will be entering a very competitive regional Victoria market as the nation tries to recover from the effects of COVID-19 and undergoing a brand redevelopment will improve our visitor economy and amplify our best attractions for visitors,” Cr O’Keeffe said.

“One of the greatest things about our region should be discovering its growing prosperity, creativity and progressiveness and this should reflect through our destination brand, that’s why I am encouraging the community, businesses and visitors to participate in the destination survey that will help build a brand that is distinctive of our true character and culture.”

Tourism Greater Shepparton President Ingrid Thomas said this would provide an exciting opportunity to develop an authentic destination brand that truly reflects the experiences, people and townships throughout Greater Shepparton.

“It is a significant step in repositioning our region as a must visit destination. The timing will also support the launch of new visitor experiences including the new SAM building and Museum of Vehicle Evolution. We look forward to working with Cupla and Council through the consultation process and encourage the visitor industry and community to get involved,” Ms Thomas said.

Have your say on what makes Greater Shepparton a truly unique destiantion and shape our essense and story by completing the following destination survey here.

The survey is open for all residents and visitors of the Greater Shepparton region and takes 5-10 minutes to complete. The survey will be available until Friday 18 June.

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