Investment profile

Moorabool Shire’s population has grown by 2% every year since 2005 and is forecast to double by 2040. This is due to its proximity to Melbourne and its semi-rural lifestyle.

Population profile

The population of Moorabool Shire is approximately 36,344 (2021).

It is forecast to reach 71,983 in 2041.

Economic insights

Moorabool Shire’s Gross Regional Product is approximately $1.13 billion (2021).

The Shire is home to 7,706 businesses with 7,882 jobs.

An analysis of the jobs held by residents in Moorabool Shire in 2016 shows the 3 most popular industry sectors were:

  • Education and training
    920 local workers (12.2% of local workers)
  • Health care and social assistance
    911 local workers (12.1%)
  • Agriculture, forestry and fishing
    746 local workers (9.9%)

These 3 industries employed 2,577 people combined equating to 34.3% of local workers.

Visit for more information on Moorabool's statistical profile.


Investment profile summary

The diversity of Moorabool’s economy, from agriculture through to professional services, underpins our economic resilience. Whilst sustaining our unique regional/rural lifestyle, we leverage our enviable ease of access to Melbourne, Ballarat and Geelong.

Economic development holds a pivotal role in connecting local people to jobs, identifying infrastructure priorities to leverage future investment (such as in Parwan), branding the experiences for visitors in accessing Shire attractions and collaborating with local industry and regional stakeholders to build capacity and unlock growth.

Moorabool’s prospective industries include agriculture – primary production, agribusiness – processing and value adding, health services, tourism, education, retail, and professional and business services. Many supporting industry sectors are anticipated to thrive due to the increased customer base driven by population growth.

The liveability of the Shire is key to attracting higher value workers and businesses. Aspects such as housing, skills, transport, access to community infrastructure, culture, health, the natural environment and social capital all influence the economic sustainability of Moorabool. Liveability and visitability are two sides of the same coin – as such tourism and awareness of the Shire’s brand are key to our vision for growth.

By leading economic development in the Shire, Council is positioned as a champion of growth, facilitating and advocating for investment, providing support, networking and training for business, along with digital and traditional marketing campaigns to promote the value of spend local, and the Shire’s visitor experiences.

The creation of a new Economic Development strategy, and a separate Visitor Economy strategy, will deliver a pathway to further success and growth for Moorabool’s economy. Further supported by Council’s Economic Development Taskforce, and expert industry advice via the Local Business Advisory Committee, Moorabool Shire’s growth trajectory will stem from a strong foundation of insight and momentum.

Related Information

Why Invest
Growing our economy