If your destination is trying to turn road trips into overnight stays, Yarra Valley and Dandenong Ranges in Victoria, Australia is one to watch. CEO Louise Scott of Tourism East tells us how the region’s 2023 destination management plan is helping local tourism businesses diversify their offerings to help them adapt to changing attitudes towards wine and alcohol and balance visitation patterns by attracting weekday stays. She shares the strategies that are shifting both experiences and perceptions of this internationally known wine region.
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