The Victorian Goldfields is pursuing a bid for a UNESCO World Heritage listing. The region needed a masterplan to achieve this ambitious goal and unite 15 local governments, their regional tourism organisations, industry leaders, local communities, and First Nations communities. The masterplan needed to provide solutions for the region’s uneven economic development, preserve and restore the under-recognised heritage assets, and offer potential benefits for place revitalisation, local investment and job creation.

We led the Master Plan development – a dynamic blueprint for the Victorian Goldfields. Eleven principles underpin the Master Plan and guide the conservation of cultural heritage and the delivery of quality visitor experiences. It encompasses five key themes and five strategic moves, designed to drive investment and development across 15 local government areas and six regional tourism organisations. The plan is a living document evolving with the World Heritage bid.

The Victorian Goldfields will need a visionary blueprint to support a UNESCO World Heritage listing. The Master Plan is not just about preserving history; it’s a comprehensive strategy to enhance the region’s appeal on a global scale. By fostering conservation and attracting investment, the plan promises to boost regional and local economies and enrich community life.

A masterplan for regional regeneration

Unlike other masterplans, the Victorian Goldfields Master Plan is an investment-ready suite of projects designed to deliver comprehensive benefits that extend far beyond the significant benefits to tourism, but also generating critical regional renewal, encompassing social, economic, and cultural dimensions.

The Master Plan includes integrating the region’s heritage with its natural settings, food, wine, and the arts, while also honouring the history and heritage of First Peoples. The plan is a living document, evolving with the World Heritage bid, aiming to create a pre-eminent destination and deliver on tourism strategies that benefit the entire region.

By leveraging the rich cultural heritage and layered storytelling of the Victorian Goldfields, the Master Plan seeks to boost the visitor economy, enhance local infrastructure, and foster community pride. The anticipated UNESCO World Heritage listing is expected to attract 2.5 million new visitors, generate significant regional income, and create thousands of jobs while celebrating the region’s historical significance.

The potential economic benefit to the Victorian Goldfields, identified in the Victorian Goldfields World Heritage Master Plan.

Strategic engagement and collaboration

The Master Plan was underpinned by a robust engagement process with key stakeholders including 15 local government authorities, key regional tourism bodies, relevant industries and local communities.

This extensive stakeholder engagement process, including over 390 community participants and site visits, ensure that the Master Plan’s initiatives and strategic direction builds on the region’s strengths and is informed by local insights and knowledge.

Stakeholders have agreed on the priority list of projects and priorities, paving the way for successful implementation and investor and community confidence.

The Master Plan delivers sustainable tourism investment priorities which were initially co-designed with key stakeholders and informed by community engagement in 2021. It incorporates findings from stakeholders across all phases of the Master Plan’s development.

The Master Plan has adaptability to embed First Nations assertions and narratives from Registered Aboriginal Parties (RAPs).

Castlemaine township: a collage displaying historic mining relics and buildings, with improvements to shared paths, signage and wayfinding. Courtesy: Victorian Goldfields World Heritage Master Plan

Walhalla township: a collage displaying key attractions and improvements in accessibility, lighting, wayfinding and the public realm. Courtesy: Victorian Goldfields World Heritage Master Plan

This partnership with Arup to develop this Master Plan has created the basis of significant cross-regional transformational change and renewal.

Victorian Goldfields Tourism Executive