Eden of the East
Australian trips included a farm-based visitor activity in 2024—the wider market behind this garden-tourism opportunity.
Power of Colour · business opportunity
We reveal Latrobe’s garden-tourism campaign.
See the strategy—and how it could help your business—as we share Yallourn Botanic Garden and Raising Eden Plant Nursery with a national visitor market representing $20.3 billion in whole-trip spending.
The market signal$20.3billion
in whole-trip spending reported by Tourism Research Australia for 2024.
See the campaign.
Understand the market.
Find where you fit.
Date
PlaceYallourn Production Centre
Arrival
Dinner
Ticket$39
The opening for Latrobe
The visitors are already spending. Here’s how you can attract them.
growth in Australian botanic or public-garden visits from 2014 to 2023.
of these trips included regional Australia.
$20.3 billion is whole-trip spending. Power of Colour is designed to help bring spending in cafés, on gifts and on garden items to Latrobe. Market source: Tourism Research Australia, Agritourism in Australia. Garden-visit growth source: Austrade, The rise of nature-based tourism in Australia.
What we are revealing
Two strategies.
One visitor journey.
01
Yallourn Botanic Garden
A garden experience aimed at drawing people to Latrobe and giving them reason to return.
02
Raising Eden Plant Nursery
The path to buy and return: plants, learning and ongoing relationships that carry interest beyond one visit.
Visit→Discover→Eat + shop→Buy→Return
The benefit of being there
Be the first to see the strategy.
Identify the product, service, venue, experience or partnership your business could add to the visitor journey.
- Attract a new reason for customers to visit.
- Connect your offer to gardens, food, retail and events.
- Decide whether there is a practical role for you.
One dinner · four launches
The campaign launches inside a bigger regional system.
- 01Open House Latrobe at Yallourn Production Centre
- 02Eden of the East website Version 2
- 03Power of Colour
- 04More Life. It’s Here.
Dinner included
The strategy starts around the table.
Dinner by That Charcoal Meat Guy and non-alcoholic drinks are included in the $39 ticket.
Thursday 8 October 2026 · Yallourn
See the campaign. Find your role.
Arrival 6 pm · Dinner 7 pm · Yallourn Production Centre · 30 Yallourn Drive, Yallourn