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This article was published on Tuesday, 3 March, 2026. The information contained within may be out of date or inaccurate. News articles and media releases older than 60 days are archived for future reference.

Industry gathers for launch of Shepparton & Goulburn Valley’s key activations for 2026

Posted on Tuesday 3rd of March, 2026,

Council’s Visitor Economy and Major Events team launched their key activations and events for the coming year to industry partners, local businesses and community members at the annual Visitor Economy Gathering on Monday 2 March 2026.

In Summary

  • Council’s Visitor Economy and Major Events team launched the 2026 Major Events Calendar at the annual Visitor Economy Gathering on 2 March 2026, outlining key exhibitions, festivals and events across Shepparton & Goulburn Valley.
  • Highlights for 2026 include major exhibitions at the Shepparton Art Museum, including The Archibald Prize and Facing Modernity: Degas to Picasso, alongside a strong program of festivals and sporting events.
  • The gathering brought together industry partners, businesses and community members to encourage collaboration and maximise visitor economy opportunities.
  • A new ‘Eat, Play, Stay & Shop’ pocket guide will be developed ahead of the Facing Modernity exhibition to showcase local businesses and encourage extended visitor stays.

Hosted at the Greater Shepparton Visitor Centre, the event highlighted the impressive line-up of exhibitions, festivals and major events set to take place across Shepparton & Goulburn Valley throughout 2026. The gathering also provided a valuable platform for networking, collaboration and industry insights, reinforcing the region’s strong and growing visitor economy.

Attendees heard from a range of guest speakers, each offering exclusive updates and perspectives on the year ahead:

  • Artistic Director of the Shepparton Art Museum (SAM) Danny Lacy, presented SAM’s upcoming exhibition program, including The Archibald Prize, with Shepparton proudly the only Victorian venue to host Australia’s most celebrated portrait prize, and Facing Modernity: Degas to Picasso exhibition opening Saturday 23 May 2026
  • Jane Lovell (Goulburn Region Tourism) shared the latest regional tourism insights and opportunities.
  • Izabelle So (City of Greater Bendigo) discussed the importance of strong partnerships between businesses, Council and key attractions, and explored how major exhibitions can drive significant economic benefits for the region.
  • Events Panel: Gareth Hart (Shepparton Festival), Chris Reisner (Aussie Hotel) and Sharlene Putman from Council’s Events team spoke about signature local event partnerships and the power of events in shaping whole‑of‑region visitor experiences.

The gathering reinforced the value of collaboration across the visitor economy. With travellers increasingly seeking multi‑day, multi‑experience itineraries, major events create opportunities for accommodation providers, attractions, hospitality venues and retailers to work together to strengthen the region’s offering and encourage visitors to stay longer and explore more whilst in region.

Council’s Team Leader Visitor Economy, Ingrid Thomas, shared an exciting new initiative leading up to SAM’s upcoming blockbuster exhibition, Facing Modernity: Degas to Picasso, inviting local businesses to be showcased in a new visitor‑focused publication. The specifically curated ‘Eat, Play, Stay & Shop’ pocket guide will be targeted at gallery visitors and designed to inspire people to plan ahead and explore the region during their visit for the exhibition. This opportunity is open to businesses across Shepparton and the surrounding towns, with the publication to be distributed in the lead up to the exhibition in May.

Greater Shepparton City Council Mayor, Councillor Shane Sali, said the launch of the Major Events Calendar is a valuable opportunity for local businesses to plan and capitalise on the year’s upcoming activity.

“2026 is shaping up to be the region’s biggest year yet, with exciting festivals, major sporting events and landmark exhibitions. Shepparton & Goulburn Valley truly excels at hosting events, and this year’s opportunities allow us to celebrate our region while ensuring businesses have an opportunity to invite more visitors into their stores,” he said.

“We are looking forward to seeing our local industry benefiting from the planned activations and leveraging off the key events. Events continue to strengthen the region, inject millions into the municipality and promote significantly increased visitation, with Greater Shepparton’s events program contributing over $60 million to our local economy.”

View the full 2026 Major Events Calendar 

If you are interested in participating in the ‘Eat, Play, Stay & Shop guide’, please contact Council’s Team Leader Visitor Economy, Ingrid Thomas, by email council@shepparton.vic.gov.au or phone 5832 9700.

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