The contract totalling $54,736 for the Great Things Happen Here tourism research project was noted by councillors at the council's July Ordinary Council Meeting.
Council's economic development manager Anthony Nicolaci said the investment was decided upon through a working group comprised of tourism industry operators, Tourism Greater Shepparton and the Council as part of the Greater Shepparton Great Things Happen Here project.
"The working group identified further research and data was required prior to any marketing being undertaken," Mr Nicolaci said.
The Greater Shepparton Great Things Happen Here campaign was first launched in 2016 with an aim of promoting the strengths and opportunities available in the region.
Council says the new research will aim to highlight the strengths and points of difference of the region, identify any potential gaps in local tourism offerings, help create a better understanding of competitors as well as identify current and future visitor economy trends.
"The working group will provide guidance to the project and will be meeting with Sparrowly Group in the near future to finalise the methodology, timings and expected outcomes," Mr Nicolaci said.
City of Greater Shepparton mayor Kim O'Keeffe said employing the external consultancy group was "definitely worth the investment."'It's really about strengthening what we're doing and looking at what is the vision moving forward,' she said. Cr O'Keeffe said she met with a consultant from the Sparrowly Group a few weeks ago. 'I was very impressed to see she did have a very strong grasp on our region,' she said. 'I definitely think what we end up with is going to be a great improvement.' The Sparrowly Group will be undertaking industry-wide consultation in Greater Shepparton in August.
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