Echuca has taken home the state’s highest tourism honour, awarded gold and named Victoria’s Top Tourism Town at the Victoria Tourism Industry Council Top Tourism Town Awards.

It was not to be for Rochester though, with the town nominated for the first time in the Top Small Tourism Town category but missing out of the top gong.

The title recognises destinations that deliver outstanding experiences, demonstrate a strong commitment to tourism and community, and work collaboratively to attract visitors and showcase the best of their region.

Campaspe Shire representatives received the award at a ceremony at the Morwell Convention and Reception Centre on Wednesday, August 12, with Portarlington and Portsea named the Top Small Tourism Town and Top Tiny Tourism Town, respectively.

The awards are determined by a combination of public voting and independent judging, with the three category winners set to represent Victoria at the Australian Top Tourism Town Awards next month.

VTIC chief executive Lisa Patroni said the awards celebrated the people who made Victoria one of the country’s most popular destinations.

“One of the things I love most about these awards is the pride communities take in welcoming visitors,” Ms Patroni said.

“Towns rally behind one another because they understand tourism isn’t just about attracting people to visit – it’s about creating opportunities for our state

“Whether it’s incredible food and wine, breathtaking natural landscapes, rich cultural heritage or unforgettable local experiences, these destinations showcase the very best of regional Victoria.”

Campaspe Shire Mayor Daniel Mackrell said Echuca’s title was a win for the entire region.

“To be recognised as Victoria's Top Tourism Town is an outstanding achievement and a testament to the passion, dedication, and collaboration that makes Echuca such a remarkable destination,” Cr Mackrell said.

"This recognition belongs to our tourism operators, accommodation providers, event organisers, local businesses, community groups, and volunteers who work so hard to create memorable experiences for visitors.

"Success for Echuca helps shine a spotlight on the entire Campaspe region, creating opportunities for visitors to discover all of our wonderful towns, attractions, events, and experiences we have to offer."

While not winning this year, Rochester was recognised as a finalist in the Small Tourist Town category.

“Rochester being named a finalist is a fantastic achievement in its own right,’’ Cr Mackrell said.

“The town has demonstrated incredible resilience, community spirit and investment in its visitor experience over recent years.

"Having both Echuca and Rochester recognised in these awards is a strong endorsement of the quality of destinations we have throughout Campaspe Shire.’’

According to VTIC, tourism remains one of Victoria’s top industries, contributing $48.6 billion to the state’s economy last financial year and supporting more than 322,000 jobs and 110,000 tourism businesses.

“When visitors stay an extra night, book a local experience or enjoy a meal in town, they’re investing directly in Victoria’s economy,’’ Ms Patroni said.

“That’s why these awards matter.

“They recognise the destinations that consistently deliver exceptional visitor experiences while supporting local economies.”

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Wednesday, 3rd September 2031

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