Mansfield Shire’s stunning natural attributes – mountains, rivers and lakes – and local iconic destinations, such as Craig’s Hut, have protected it from Victoria’s down turning tourism market while also contributing to impressive population growth. Consistent branding of the ‘Mansfield Mt Buller – The High Country’ region; and a focus on adventure tourism strengths like four-wheel driving, horseriding, bushwalking, and snow and water sports, have also ensured its increasing popularity.
“We try not to muck with the recipe of ‘Mansfield Mt Buller – The High Country’ because a buoyant tourism industry translates into broader economic benefits for Mansfield Shire as a whole,” said Mansfield Shire Chief Executive Officer, Gary Gaffney.
Each year Mansfield welcomes around 1.2 million visitors, which generates approximately $134 million in revenue. The Shire’s Tourism and Economic Development Officer, Ian Geer, said that aside from this direct economic benefit, more and more visitors are moving to Mansfield Shire permanently – often for the same reasons they were drawn to the region as tourists.
In the 2004-05 financial year, Mansfield Shire had a population growth rate of 3.8 per cent, ranking it Victoria’s fastest growing regional Local Government area. The Shire’s growth rate exceeds even that of the popular lifestyle destination, Bass Coast Shire. So the somewhat enviable challenge facing Mansfield Shire Council is how to manage this growth.
“With sustained growth like this, Local Government plays an important role in balancing visitor needs and residents’ right to enjoy a country lifestyle, while also ensuring that the region’s natural attributes are maintained,” Ian Geer said.
The adoption of a new planning scheme in 2006 is aimed at anticipating and accommodating changes brought on by the Shire’s growth.
Ian Geer said building effective partnerships with Parks Victoria, the Department of Sustainability and Environment, the Mt Buller Mt Stirling Alpine Resort Management Board and neighbouring shires is of equal importance. These relationships will enable capacity planning in relation to annual peak visitor periods and the management of significant geographic locations.
Cooperation between the various government bodies will also ensure that Mansfield Shire’s natural attributes and increasing popularity are managed to balance the needs of visitors and residents.
