The new brand aims to capture the essence of Yarrawonga Mulwala and will be launched in Febuaury, 2026.
Yarrawonga Mulwala Tourism and Business (YMTB) is getting a fresh look.
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YMTB unveiled at its Annual General Meeting on December 4 a new destination brand celebrating the region’s lake, skies, community, and stories, a big step toward a vibrant future.
Proudly funded by Yarrawonga Holiday Park, the initiative is built on collaboration and community engagement, incorporating input from the community and visitors, contributions from local schools and engagement with business members and key stakeholders
The new brand aims to capture the essence of Yarrawonga Mulwala – its stunning lake, expansive skies, welcoming people, rich stories, and bright future as a thriving regional hub. It is scheduled for launch in mid-February 2026.
“Together, we’re shaping a compelling identity that reflects everything unique about our region,” said CEO Nathan Bibby. “In partnership with business members and the broader community, YMTB is focused on building a strong, recognisable destination brand to boost year-round visitation and economic outcomes for our community.”
YMTB president Michael Coldham opened the AGM by reaffirming the organisation’s vision to grow Yarrawonga Mulwala as a premier tourism destination, supported by a sustainable business economy, vibrant events, and a diverse range of attractions.
“Our mission is to support local businesses, develop sustainable tourism attractions and events, and attract new investment through advocacy, market insights, and capacity building,” Mr Coldham said.
YMTB are looking at developing a new retail offering at the centre to showcase local producers and makers. Above is an artist impression of what the new centre may look like.
A year of transformation
The AGM also highlighted YMTB’s progress under its 2024–2027 Strategic Plan, which focuses on sustainable growth and enhanced visitor experiences. Key achievements include:
•Commencing development of the new destination brand.
•Launching a digital transformation, including a new destination website.
•Introducing Yarrawonga Mulwala Holiday Rentals, a profit-for-cause accommodation service.
•Upgrading booking systems and redefining staff roles.
•Developing a new retail offering at the centre to showcase local producers and makers.
•Reviewing the Visitor Information Centre’s role and creating concept designs to improve user experience and long-term sustainability.
•Partnering with major events, including the Yarrawonga Powerboat Spectacular and Lake Mulwala Rod Run.
“These initiatives demonstrate our commitment to innovation, technology, and authentic experiences that showcase the region’s unique character,” said treasurer Mark Pharoah.
Acknowledging organisational changes during the 2024/2025 financial year, he said:
“Our organisation has been transitioning toward greater transparency and systemic automation. While we’ve made significant progress, there is still room to grow, and I have full confidence in the current management.”
Mr Bibby added that YMTB will continue working closely with Federation Council, Moira Shire Council, Yarrawonga Holiday Park, and its members to strengthen economic resilience, support community events, and ensure visitor experiences reflect the natural beauty and welcoming spirit of Yarrawonga Mulwala.
“The next chapter will be one of growth, innovation, and shared success,” he said.
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