Destination Game Changer 2023 Tourism Strategy

The Indigo Destination Game Changer 2023 Tourism Strategy was developed to redefine the way tourism is delivered in Indigo Shire. The overarching strategic direction and performance measurement KPIs were focused on growing Indigo’s Visitor Economy. 

The tourism strategy was ambitious and aspirational. Gamechanger projects, requiring significant preparatory work and Government investment not yet secured, were included and recognised as imperative for Indigo to maintain relevance and growth in an increasingly dynamic and competitive landscape.

The Destination Gamechanger Tourism Strategy was adopted by Council on 28 August, 2018.

Destination Gamechanger Tourism Strategy Evaluation Report

To close the loop on the 2018 - 2023 strategic period, the Indigo Tourism Team has completed a comprehensive evaluation report on the successes, challenges and outcomes of the Strategy deliverables. 

Tourism’s role in the Indigo Shire economy is significant and implementation of the strategy over a 5-year period between 2018 and 2023 delivered measurable growth in Indigo’s Visitor Economy. 

Indigo tourism was performing well above KPIs to the end of 2019 (1.1M visitors), however our tourism industry experienced its longest duration crisis event in 2020 and 2021, with the pandemic decimating visitation and the tourism industry. Bushfire and flood events further compounded external impacts.

Despite this, our recovery has been comparatively strong with visitation in 2023 exceeding 2018 levels and the overnight visitation ratio increasing across the shire, indicating people are staying longer and spending more. The recovery trajectory indicates visitation will reach 2023 forecast levels (1.2M visitors) in 2026. Significant private and public investment has delivered substantial and high-quality new experiences and products to motivate visitation and yield.

The focus in 2024 is on essential knowledge acquisition and identification of global best practice, case studies and examples that are applicable and achievable for Indigo, to inform the development of the next strategy, in 2025.

The Indigo Destination Gamechanger Tourism Strategy Evaluation Report is available to download below.