A new chapter for Central Victorian tourism

Published on 20 February 2026

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Tourism across Central Victoria is entering an exciting new era, with Destination Central Victoria launching a vibrant new regional brand ‘Victoria’s Heartland: Place of Plenty’.

The new brand celebrates the richness and opportunity that defines Central Victoria, positioning the region as a place where visitors can reconnect with nature, embrace wellness, enjoy exceptional food and wine, and immerse themselves in creativity.

Mayor, Cr Tony Clark, said the new brand signals an exciting future for our region.

“’Victoria’s Heartland: Place of Plenty’ captures the spirit of our communities which are welcoming, creative and full of opportunity,” he said.

The launch marks a significant milestone for Destination Central Victoria, formerly known as Daylesford Macedon Tourism. The organisation now proudly represents the shires of Hepburn, Macedon Ranges, Mount Alexander and Central Goldfields, creating a one strong regional identity.

Inspired by what makes our region so distinctive, ‘Victoria’s Heartland: Place of Plenty’ captures the essence of a destination full of experiences, including mineral springs and spa retreats to cool-climate wineries, thriving arts communities and heritage townships.

“This brand brings our region together under one powerful identity. It will help elevate our profile, attract new visitors and investment, and support local businesses across our townships.”

“We are incredibly proud of what our region offers. This is about telling our story and inviting more people to experience the very best of Central Victoria. We look forward to seeing our region showcased to broader audiences, driving increased visitation, investment and sustainable economic growth throughout Central Victoria,” said Cr Clark.

Council’s partnership with Destination Central Victoria strongly supports the ‘Future Hepburn’ domain of the Council Plan, particularly the outcome of fostering a dynamic, vibrant and resilient economic environment, and reflects our commitment to a thriving local and visitor economy, including events.

For more information visit Destination Central Victoria:

  • Victoria's Heartland website
  • Facebook - @victoriasheartland
  • Instagram - @victoriasheartland
  • TikTok - @victoriasheartland
  • App – Google Play or App Store
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