The Midwest Agritourism Accelerator

Tourism Midwest Victoria (TMV) is investing in the next chapter of the region's agritourism story, helping established producers, farmers and cellar doors elevate their existing offer into genuinely bookable, high-value visitor experiences.

This isn't about starting from zero. It's for operators who are already growing, making or selling something distinctive, and want support turning that into a visitor-ready experience — with real returns in overnight stays and visitor spend for the whole region.

Over nine months, participants get 1:1 mentoring, site visits, peer learning sessions with fellow operators, and practical help with everything from concept design to getting listed and bookable. The program is shaped around a small number of regional themes — the stories and strengths that make this region distinctive nationally.

To be eligible, your business or property address must be located in our catchment, including the City of Ballarat and the shires of Pyrenees, Moorabool, Golden Plains (south of Ballarat to Rokewood), and Hepburn (Creswick and Clunes).

For more information, view our recorded online information session here.

The online information session above will provide more details about the program, directly from Dana Thomson, which may help with your Expression of Interest (EOI) form.

EOIs open 10 August 2026. 

EOIs EXTENEDED to 5pm on 9th September 2026.

What's Included in the Program:

What you get as a participant (at no cost):

• Two individual site visits to your property — an intake visit early in the program, and a refinement visit later to help sharpen the experience and capture storytelling opportunities

• Approximately 3 hours of tailored 1:1 mentoring across the program, for your specific questions and sticking points (compliance, council introductions, pricing, whatever comes up)

• Six facilitated group sessions with a small peer cohort of fellow operators — pitching your concept, getting feedback, and learning from others further along the journey

• Six short, self-paced online learning modules (15-30 minutes each) covering everything from finding your story to getting bookable

• Access to guest specialists across the program, including branding and storytelling, small business finance, marketing and distribution, and Indigenous engagement expertise

• An optional benchmark visit to a leading agritourism operator, to see what's possible done well

• Templates to develop an experience concept, a visitor journey map, a marketing plan, and an ATDW listing (or listing-ready profile) by the end of the program

• A pathway to understanding what Tourism Midwest Victoria looks for in the region's storytelling and marketing

What we're asking of you as a participant:

• You're an existing, commercially operating farm, producer, or cellar door who is already welcoming or ready to welcome visitors to your farm— this program can be about deepening what you're already doing

• Complete a short expression of interest

• Host two site visits at your property (roughly 90 minutes each)

• Attend six online group sessions (60- 90 minutes each) across the program

• Make time for around 3 hours of 1:1 mentoring, worked in around your farm calendar across 8 months

• Work through the six online modules at your own pace

• A rough commitment of 6-9 months, with flexibility built in around seasonal pressures like harvest or lambing

About Dana Thomson

Dana Thomson is the Founder of Nourish Group Consulting, a Ballarat-based tourism and social impact consultancy working across agritourism, destination development, and regional capability building.

Dana brings two decades of senior tourism leadership to this program, including roles as General Manager, Partnerships & Distribution at Tourism Australia and Chief Marketing Officer at G'Day Group. She authored Australia's National Agritourism Strategy Framework in 2022 and is currently working with Tourism Australia on the country's first National Agritourism Tracker and Farmer Survey — giving her a genuinely national view of where this region sits in the bigger picture.

Just as importantly, Dana isn't a fly-in consultant. She's lived on a small farm with on-farm accommodation in Moorabool Shire, sat on the board of Voyages Indigenous Tourism Australia and is a current member of Ultimate Winery Experiences of Australia. She knows what it's like to build a visitor experience on a working property, and she knows this region's councils, operators, and landscape from the inside.

Dana's looks forward to walking your farm with you and working out what your visitors could actually experience.

Key Dates:

• EOI opens 10th August 2026

• Online lunchtime information Session:  Monday 24th August

• EOI Closes 5pm on 9th September 2026

• Site visits arranged: between 7th September and 23rd October

• Successful participants notified by: 30th September 2026

• First online modules available: 12th October

• First online group session: 14th October

• Second online group session: 11th November 

• 4 remaining sessions to be organised as the EOI closes.

• Mentoring and program concludes by 30th June 2027.

Please note: This is a submission for your EOI, not a guaranteed spot in the program. Limited places are available and successful participants will be notified by 30 September 2026.