Greater Shepparton’s events industry bounces back after pandemic and floods

By Caleb Francis

Mar 27, 2023

Come one, come all: The Shepparton Albanian Harvest Festival attracted a large crowd at the Queen’s Gardens. Photo by Megan Fisher

Greater Shepparton has made a major events comeback this month, with a range of cultural, sporting, community and lifestyle events filling the calendar.

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After the COVID-19 pandemic and the October 2022 floods, which caused the cancellation of more than 12 key visitor events and an estimated economic loss of between $6 million and $8 million, the region is working on its recovery and is back on track.

“The month of March has seen the region thrive once again, with every weekend filled with large-scale events,” City of Greater Shepparton Mayor Shane Sali said.

The events calendar was jam-packed, starting with the VACSAL Indigenous Basketball Tournament, Tour De Course, Victorian Gemkhana and the Welsh National Horse Show over the long weekend.

The middle of March witnessed the launch of the 17-day Shepparton Festival, along with the Converge on the Goulburn festival and the Albanian Harvest Festival.

The region also hosted the first Shepparton Gift running event in over 23 years, bringing visitors from around Australia.

The Northern Victorian Show Jumping Classic held at WB Hunter Reserve in Shepparton and the Rotary Club of Shepparton Motor Show at the Shepparton Showgrounds also brought the region to life.

“We have seen Greater Shepparton showcase what makes us so special. We are a dynamic, multicultural regional capital,” Cr Sali said.

The Australia’s Greatest Horsewoman event will be at the Tatura Park Equestrian and Events Complex from Wednesday, March 29 to Sunday, April 2, and the region will also host the second Goulburn Valley Country Music Festival on Saturday, April 1, at the Shepparton Showgrounds.

In April, the region will welcome the Melbourne to MOVE Rally before the return of the Illuminate Festival on May 5 and 6.

The AusCycling Junior and Master Road National Championships and the AusCycling BMX National Championships in September and October will highlight the region’s sporting strength.

“These incredible events, which our region is set to host, are a great lead-up to the upcoming 2026 Commonwealth Games,” Cr Sali said.

The events industry across accommodation, hospitality, entertainment, retail and visitor attractions has created local jobs, supported the economy and cemented Greater Shepparton’s position as the regional events capital of Victoria.

“We are the regional events capital of Victoria, and what has happened in March highlights what makes our region so special,” Cr Sali said.