Rows of gum trees line country roads. Cellar doors are tucked into historic buildings. Visitors are greeted by winemakers upon arrival. This is the Goulburn Valley, nestled in Northern Victoria roughly an hour and a half from Melbourne. Spanning the towns of Nagambie, Dookie and Murchison, it is one of the state’s oldest wine-producing regions and is gaining recognition as an emerging wine destination.

Recent years have seen a notable shift in visitor interest in regional Victoria. Spending by travellers has reached a record of $645 million. This is attributed to more travellers seeking affordable, slower-paced escapes closer to home, with regional Victoria becoming a preferred alternative to expensive interstate or international trips.

Thanks to this boom in regional tourism, smaller wine regions are seeing a rise in visitors searching for more authentic experiences.

Marketing, social media, and unique visitor experiences have come to play a key role in attracting people to areas like the Goulburn Valley. Karen Gillespie, a local wine enthusiast, says visitors are increasingly seeking more than just wine tasting, they are looking for more immersive, personal experiences.

“Smaller wine regions offer something more authentic and personal than bigger destinations,” she tells upstart. “A lot of the bigger ones have multi-winners, and they mix and combine the wine brands so it’s less unique.”

Jo Nash, general manager at Tahbilk winery, which sits right on the Goulburn River, has seen first-hand how visitor behaviour is changing.

“We certainly have a shift in visitation to the estate, we are seeing an increase in visitation both through the cellar door and the restaurant,” Nash tells upstart. “But we are working really hard to get that visitation to happen. It’s not happening by chance.”

The flood of visitors is not only boosting winery profits but also supporting local jobs and encouraging investment in maintaining the region’s heritage estates.

The Goulburn Valley’s winemaking heritage dates back to 1860 with the establishment of the historic Tahbilk winery. Today, wineries across the region are home to a mix of heritage estates and modern wineries, which provide a unique and authentic wine experience.

Similar to much of country Victoria, the vineyards in the Goulburn Valley have encountered significant challenges in the past years. A number of estates, notably Tahbilk, had to temporarily close due to flooding in 2022 after parts of their grape fields were flooded by rising waters. Additionally, the pandemic caused supply chain disruptions and a slowdown in tourism, which increased the strain on regional winemakers. The area has shown resilience in spite of these obstacles, with numerous vineyards recovering through new releases, adaptable events, and community involvement.

One factor setting the Goulburn Valley apart is the diversity of offerings across the region. Nash highlights that all of these areas are presenting wine, but in different ways.

“One of the things I think is very important is to play with your strengths, so there is no point in competing,” she says.

“We might be competing with Mitchelton, but we are not Mitchelton, we will stay true to who we are.”

This diversity is supported by the geography and climate of the Goulburn Valley. Rich soils, cold evenings, warm days, and irrigation from the Goulburn River and nearby lakes provide the perfect environment for a range of grapes. Here, whites like chardonnay, riesling, and marsanne, a local specialty with some of the oldest plantings in the world, grow alongside reds like shiraz, cabernet sauvignon, and merlot. These circumstances enable each winery to produce unique wines that capture the essence of the area.

As visitor numbers grow, wineries face the challenge of keeping their experiences fresh while staying true to their heritage. From blending vineyard tours to food-and-wine pairing events, the emphasis is on giving guests hands-on experiences. Seasonal events, such as farmers markets, have also become an attraction, turning a simple wine tasting into a full-day experience.

Nash says that adding seasonal menus, pop-up events and extensive partnerships are part of  the work of attracting and surprising visitors that never really stops. For many operators, this constant evolution is seen as both a challenge and a vital part of keeping the region vibrant and competitive.

“People want new stuff, they want a new experience that they can’t get anywhere else,” she says. “If you offer that then you get a winner, but the new becomes old so then you have to offer something new again.”

Beyond offering authentic, personal experiences, Nash says the region’s wineries are increasingly leaning on community connections and collaborative efforts, such as government grants, to strengthen the Goulburn Valley as a cohesive wine destination.

“One of our strengths is community, so we really love to focus on that … we are actively trying to be a part of our community and work with our partners within it,” she says.

Patrick Berry, the retail operations manager at Fowles Winery emphasised a broader regional perspective, saying that these initiatives are showing that local wineries are not only focused on individual success.

“I think for the region we really need to come together more and support the region,” he tells upstart. “The biggest opportunity for us is working together collaboratively.”

Local winemakers acknowledge that balancing tradition with progress isn’t always straightforward. Many believe the key lies in respecting the region’s unique character while gradually adapting to new ideas and techniques.

“We have to be very mindful of innovation here and stay true to who we are, true to style, true to product, true to people, true to place,” Nash says.

“But it does happen slowly so it’s not in your face, it’s moderated.”

Article: Milla Webster is a second-year Bachelor of Media and Communications student (Journalism) at La Trobe University. You can follow her on X at @webster_milla 

Cover Photo: Vineyards from Ashton Tower by Rexness found HERE and used under a Creative Commons licence. The image has not been modified.

Photo in article: New Winery Sheds by Rexness found HERE and used under a Creative Commons licence. The image has not been modified.