A NEW tourism campaign is encouraging visitors attending Shepparton Art Museum’s major exhibitions to explore more of the Goulburn Valley while supporting local businesses.
Greater Shepparton City Council and destination brand Shepparton & Goulburn Valley have launched the “Eat, Play, Stay & Shop” initiative to coincide with the Australian-exclusive Facing Modernity: Degas to Picasso exhibition and the upcoming Archibald Prize 2026.
The campaign includes a pocket visitor guide, interactive map, public art displays and a free “Out & About” bus service linking key destinations including SAM, the CBD, Emerald Bank and the Shepparton Railway Station. The service is free, with no bookings necessary. To learn more, go to https://sheppandgv.com.au/events/special-events/out-and-about
Mayor Shane Sali said the exhibitions presented a major opportunity for local businesses.
“This is a fantastic opportunity for local businesses to make the most of the increased visitation these exhibitions will bring to the region,” Cr Sali said.
“With over 60,000 people expected to visit Shepparton and the Goulburn Valley over the coming months, it’s an ideal moment to encourage them to eat, play, stay and shop locally.”
SAM Artistic Director Danny Lacy said the exhibitions would place Shepparton firmly on the cultural tourism map.
“Facing Modernity presents a once-in-a-lifetime chance to see artworks by Picasso, Dalí and Matisse that have never been displayed in Australia,” Mr Lacy said.
Creative displays linked to the exhibitions have also appeared throughout the CBD, including artist-themed shopfronts and a large mural in the Maude St precinct.
To get involved or learn, visit: https://sheppandgv.com.au/eatplaystayshop
