Victoria’s Heartland has released its winter tourism program, highlighting new openings, regional festivals, food events and accommodation offers across Daylesford, Hepburn Springs, Castlemaine, Maryborough and the Macedon Ranges.
Destination Central Victoria said the season would bring “fresh openings, cosy stays, fireside feasts” and a calendar of winter events designed to encourage visitors to travel across the region during the cooler months. The campaign positions the area as a “Place of Plenty”, with a focus on galleries, dining, live performance, literary events, wellness retreats and regional produce.
Among the new attractions is The Rex Arcade in Daylesford, which has opened with Bromley & Co as its flagship tenant. The return of the Phoenix Cinema has also been highlighted as part of a broader winter renewal in the town. Other new regional offerings include dining at Mount Towrong, fresh cafés in Hepburn Springs and Castlemaine, and a small-batch release from Hepburn Distillery.
The winter program begins with Words in Winter Central Goldfields, to be held in Maryborough from May 29 to 31. The three-day festival will feature storytelling, panel discussions, writing workshops and community events, with organisers positioning the program as a gathering for readers, writers and “curious minds”.
The King’s Birthday long weekend, from June 6 to 8, will bring two major cultural events to the region: the Woodend Winter Arts Festival in the Macedon Ranges and the Castlemaine Jazz Festival, which will be staged across venues in Castlemaine. The Maldon Winter Solstice Steam Train and Bonfire will follow on June 20, marking the shortest night of the year with a seasonal community event.
Castlemaine Documentary Festival will return from June 26 to 28 at the Theatre Royal under the theme “Love - the antidote”. The program will include Australian and international documentaries, filmmaker talks, music and associated events.
Winter Sounds will run from August 27 to 30, with performances planned in Daylesford and surrounding towns. Organisers said the festival would again use intimate and unusual venues, including churches, country halls, remote bush schools and atmospheric community spaces. The line-up is due to be announced on June 9.
Food and wine are also a central part of the winter campaign. Lavandula Swiss Italian Farm will host a Christmas in July event on July 4, featuring a winter produce menu paired with wines from Red Edge. The communal dinner is scheduled from 5.30pm to 8.30pm and priced at $105 per person.
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| Shizuka Ryokan |
Wellness operators are also being promoted as part of the seasonal push. Shizuka Ryokan in Hepburn Springs is offering Japanese-style bathing, seasonal dining and retreat experiences inspired by traditional ryokan inns, with the campaign framing the property as a winter escape focused on restoration and slower travel.
The region is also using social media to drive accommodation interest. A Daylesford Country Retreats giveaway is open through the Victoria’s Heartland Instagram account, offering a $500 voucher toward a future stay. Entries close on May 26, with terms and conditions applying.
Destination Central Victoria said the program was intended to give travellers multiple reasons to visit during winter, from literary and music festivals to fireside dining, regional produce, wellness retreats and short-break accommodation. The campaign reflects a broader effort by regional destinations to build off-peak visitation through events, food, arts and boutique accommodation rather than relying only on traditional peak-season demand.
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