DIB Group sales representative Johnny Dib says the company hopes to open Dimboola's second service station soon.
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Dib group, Metro fuel's parent company, has been constructing a new station on the southern corner of the Horsham Road-High Street roundabout at the entrance to the town's main strip.
"It will open in the next month or so hopefully," he said.
"(We chose it because) Dimboola is an interesting location: There is not as much competition for fuel in the area and we are known for being competitive. The infrastructure already on that site also helped the situation."
Mr Dib said the service station will include a convenience store and a "food offering".
The one existing service station in Dimboola, on Lloyd Street, was selling E10 fuel for 152.9 cents a litre on Wednesday.
Dimboola Town Committee secretary Jo Donnelly said the town was keen to have a second service station, as tourism increased.
"A couple of new good businesses are in town, and the star theatre has sold too. Hopefully the service station will be open at convenient hours," she said.
"(The new service station) should help with how much time and money people spend in Dimboola: When people come off the exit the progression is to go down Lloyd Street and get back onto the highway using the same street."
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Hindmarsh Shire Council's tourism officer Jeff Woodward said there had been a 47 per cent increase to visitation to Dimboola's caravan park between November 2017 and November 2019.
"Even during the normall y quiet periods around June there has been an increase," he said.
"There has also been increased interest in Pink Lake, probably on the back of Chinese interest Lake Tyrell (near Sea Lake)."
Mr Woodward said the council had been in discussions with Parks Victoria and Barengi Gadjin Land Council about getting at signage at Pink Lake for several years.
He said anyone wanting to set up a mobile cafe or other business at Pink lake would need approval from the council and VicRoads.
"We would hope there is a little map there promoting Dimboola," he said. "We are supportive of more development at Pink Lake (but) we want to get people off the (Western) highway and spending more money in our towns."
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