GREATER Shepparton City Council’s Visitor Economy and Major Events team launched their key events for the coming year to industry partners, local businesses and community members at the annual Visitor Economy Gathering on Monday, March 2.
The event highlighted the impressive lineup of exhibitions, festivals and major events set to take place across Shepparton & Goulburn Valley throughout 2026.
Attendees heard from:
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 May 23, 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.
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 to 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,” said Cr Sali.
To view the full 2026 Major Events Calendar, visit https://sheppandgv.com.au/.
