Hepburn Mineral Springs

Hepburn Shire is known as the “Spa Capital of Australia” and is highly regarded for its mineral springs, wellness and relaxation experiences, as well as its historic buildings, parks, reserves, and native forests. It’s located in central Victoria and benefits from close proximity to Melbourne, Ballarat and Bendigo, which forms part of the broader Daylesford Macedon Tourism region. The area is widely recognised as a key destination for wellbeing, nature-based tourism and visitor experiences.

We worked collaberally with the tourisom consultant, council stakeholders and economic consultant and supported by community engagement to develop a conceptual master plan for the Hepburn Mineral Springs Reserve, tourism analysis and economic assessment. Our work included a review of existing visitor economy conditions and site attributes, identification of opportunities to enhance visitor experience and landscape character, and assessment of potential improvements to increase visitation and economic outcomes.

A strategic framework was developed for the reserve, guided by stakeholder input and alignment with Council objectives. The final master plan included a concept designs and indicative cost estimates, supported by an economic assessment of feasibility, potential return on investment, and projected increases in visitation and visitor spend. The completed master plan now provides a clear direction to guide future funding and implementation.