Omeo and District Tourism Ecosystem Mapping and Investment Roadmap

TRC Tourism was engaged by East Gippsland Shire Council to deliver a comprehensive Tourism Ecosystem Mapping and Investment Roadmap for Omeo and its surrounding region. The project’s objective was to position Omeo and district as a leading nature and trail-based tourism destination in Victoria’s High Country, leveraging the transformative impact of the new Omeo Mountain Bike Park and the region’s unique alpine landscapes.

The roadmap provides a strategic audit of current tourism assets, identifies critical service and infrastructure gaps, and outlines targeted investment opportunities to support sustainable visitor economy growth. Extensive stakeholder engagement, market analysis, and benchmarking against leading trail destinations informed the recommendations.

Key findings highlight the region’s strengths in adventure and nature-based tourism, but also reveal constraints in accommodation, food services, workforce, and visitor amenities. The report recommends strengthening Omeo’s trail town identity, expanding accommodation and commercial services, enhancing digital and physical visitor information, and leveraging the mountain bike park as an anchor attraction. It also addresses workforce and housing barriers, and the need for coordinated governance and destination marketing.

The investment roadmap sets out short, medium, and long-term actions for council, business, and community partners, aiming to unlock Omeo’s potential as a year-round destination. With strategic investment and collaboration, Omeo and district can deliver significant economic, social, and community benefits, establishing itself as a premier adventure and nature-based tourism hub in regional Victoria.