esearch Background (including field, context and research question) Australian regional towns have several decades of interaction with the tourism sector, and continuous economic crisis or population losses have contributed to develop further strategies towards this direction. It includes all types of activities related to the services, which are provided for tourists (Habit S.K.; Quora, 2016; Chou, 2013; IGI Global, 2015). Within this broad context, the Murweh Shire is trying to develop a new tourism offer but had no evidence-based data regarding the potential of its social and physical structures. The research question concerns these two latter elements to identify whether a tourism plan would contribute to economic benefits and tourism growth. Research Contribution (including innovation and new knowledge) Our contribution is evidence-based knowledge. Based on a structured analysis to identify environmental, program and development constraints and opportunities in the precinct, the Master Plan is a non-statutory document that outlines a vision to guide growth and development of the site over the next 5-20 years. The planning approach integrates all the fundings into a coherent and successful tourism product. It includes an action agenda that outlines the necessary short-term and medium-term actions to implement the plan. Research Significance (evidence of excellence) This document has served as the main support for further funding application and was also communicated to Hon. David Littleproud who came to visit Charleville in November 2018. Most importantly, some of the proposed designs are now under construction, such as the planetarium.