Pilot results · June–September 2026
Building a Visitor Participation Economy
What four months of the Yarra Valley & Dandenong Ranges Pass delivered for visitors, businesses and the region.
Original first-party research by Loop Fans, in partnership with Tourism East.
Four months in
People joined, took part and kept coming back.
The Pass rewards people for visiting, creating content, reviewing, referring friends and spending at local businesses. Members earn Yarra Credits and redeem them for rewards contributed by those businesses.
Joined during the first four months.
Visits, content, reviews, votes and referrals.
Earned credits through at least one task.
258 members came through a referral.
Sharing rewards and moving credits across the region.
First-party visitor insight across 75 postcodes.
Participation
Growth accelerated across the pilot.
Members, cumulative
Tasks, cumulative
What members do
Share of all 5,400+ tasks.
of September’s active members joined in June, July or August
of September’s active members use the daily check-in
of September tasks happened Monday to Friday
rewards were wishlisted by 93 members
unique visitors reached the Pass in 30 days
clicks went to participating businesses in 90 days
Connected businesses
One Pass moves attention and value across the network.
Members earn through individual businesses’ own programs and pool those credits in the regional Pass, or send Pass credits to a business to spend there. Each exchange introduces one business’s audience to another.
Wineries, a dairy, a brewery, an orchard, a hotel and more.
In September than in August.
Between businesses and the Pass.
Stays, experiences and local produce contributed by businesses.
Across 18 members, averaging A$303.
Spend through businesses’ own programs.
Visitor advocacy
Visitors became the region’s marketing engine.
Photos, posts and reels from 202 members.
Cast by 719 members.
24% of all members joined through a friend.
Written by members for local businesses.
Across regional and business channels.
On regional and business posts.
Photo competitions created content and reach
June, winter and spring competitions produced 217 entries submitted for use by Tourism East and participating businesses, alongside 1,963 community votes.
Word of mouth kept working
tasks completed by referred members.
open rate on member re-engagement email, against a 15–30% travel benchmark.
First-party insight
A clearer picture of the visitor.
Members shared how they explore the region across 160 questionnaires and 75 postcodes. Two in three live outside the destination.
What they are interested in
5.4 interests per member on average.
are aged 35 and over; 35–44 is the largest group at 34%.
explore with a partner; 51% with family and 48% with friends.
The overnight opportunity
| Where they live | Members | Weekend stays | Want accommodation |
|---|---|---|---|
| Rest of Greater Melbourne | 47 | 60% | 66% |
| Melbourne’s east & north-east | 35 | 31% | 51% |
| Yarra Valley & Dandenong Ranges | 44 | 9% | 18% |
What the pilot validated
The core idea works.
People take part, not just sign up
83% earned credits and members completed 5,400+ tasks.
Visitors move between businesses
11 businesses exchanged 381,919 credits across the network.
Visitors create content at scale
282 pieces of content came from 202 members.
Growth travels through word of mouth
24% of members joined through a friend.
Engagement continues between visits
81% of September tasks happened on weekdays.
The region gains first-party insight
160 questionnaires reveal origin, interests and return motivations.
What would bring them midweek
Bonus credits rank above discounts.
Rewards they want most
Full source
Read the complete six-page report.
Loop Fans (2026). Building a Visitor Participation Economy: Yarra Valley & Dandenong Ranges Pass — Pilot results, June to September 2026. In partnership with Tourism East.