When more than 245 tourism and business event professionals arrived in Shepparton in July 2025, they didn’t just attend a summit—they experienced a regional city redefining what’s possible for conferences in Victoria.
Hosted from 22–24 July, the VTIC Victorian Tourism Summit 2025 convened the collective sector under the theme “Victoria’s Visitor Economy: Empowering Communities, Growing Economies.” For the first time, the event combined the Visitor Services Summit and Victorian Top Tourism Town Awards, transforming Shepparton into a vibrant hub of collaboration, innovation, and regional storytelling over three days.
“Hosting the VTIC Regional Tourism Summit in Shepparton was a fantastic opportunity to showcase our city’s capacity for high-calibre business events. With various elements of the multi-day program held at different locations, the summit highlighted the diversity and quality of our local venues, as well as the region’s strength in tourism, hospitality, and innovation”.
Conference Snapshot & Strategic Approach
The Victorian Tourism Summit comprised plenaries, workshops, a welcome networking function and Victorian Top Tourism Town Awards gala dinner across three dynamic days, with delegates also engaged in immersive study tours that showcased Shepparton’s unique culture, community and local experiences.
This annual gathering curated strategic and practical sessions to equip the industry to innovate – from re-imagining seasonal visitation and harnessing AI for smarter marketing, to enhancing visitor servicing, storytelling through mechandising, and accessing future-focused industry insights.
The program was designed to showcase multiple venues across Shepparton to highlight the breadth of tourism offering to delegates. The main conference was held at Riverlinks Eastbank with capacity to host up to 850 delegates, Shepparton Art Museum hosted a welcome function with a chance to wander the Brett Whitely exhibition and the Victorian Top Tourism Town Awards were held at the Museum of Vehicle Evolution (MOVE).
The mix of conventional spaces such as Riverlinks Eastbank with unique and distinctive sites such as MOVE and the Art Museum created space for dynamic conference programming while infusing local flavour.
To kick off the conference, delegates had the opportunity to explore Shepparton’s culture and creativity through locally hosted study tours. The Multicultural Bus Tour & Taste with the Shepparton Ethnic Council celebrated the region’s diverse communities through storytelling and global flavours, while Art & Ale with Tank combined local brews from Shepparton Brewery and Side Hustle Distillery with a creative art workshop. At Kaiela Arts, Yorta Yorta artists guided participants in hands-on weaving and turtle-making, showcasing the region’s rich cultural heritage.
“This was a great opportunity to get a taste of what Shepparton can offer and chat with peers while doing an enjoyable activity.”
Regional conferences like the Tourism Summit bring local government, stakeholders and business community together to drive legacy for the industry and generate positive impact for regional cities through multi-night stays, dining at local restaurants and cafes, and increased visibility for local businesses.
The Greater Shepparton City Council played an active role in partnering with Victoria Tourism Industry Council on promotion and logistics.
Beyond that, Shepparton offered delegates a compelling story—First Nations culture, art, rural life scapes, heritage agriculture—which elevated the delegate experience beyond “another city visit.” At the same time, the region delivered the logistical essentials: multiple venues within manageable proximity, flexible accommodation, and a collaborative local culture.
Local suppliers were at the heart of the event, from caterers and florists to the MC, photographer, and speaker gifts, ensuring that every detail reflected Shepparton’s regional pride and talent.
The summit’s success reaffirmed Shepparton’s place as a premier regional host. It proved that with collaboration, storytelling, and strong local partnerships, regional centres can deliver world-class delegate experiences with measurable ROI.
Why Shepparton Was the Right Choice
- Authentic regional narrative + capacity
- Venue diversity & character
- Strong local partnerships & stakeholder support
- Amplified regional impact
Hosting your next regional conference?
The VTIC Victorian Tourism Summit 2025, hosted in Shepparton is proof that regional Victoria has everything meeting planners need to explore options for their next regional conference or event —outstanding and out-of-the-box venues, genuine hospitality, and a sense of place that inspires connection.
The Business Events Victoria team supports your location and venue sourcing journey by providing impartial and free advice: from recommendations, coordinating requests for proposals and site inspections, connecting you to trusted suppliers, to developing tailor-made bid documents.
Contact Business Events Victoria to discover how your next regional conference can thrive and more.
