The Block backlash begins: Tiny country town with a population of 10,000 set to host 2025 season divided over show's presence in the area

The Block is set to head to Daylesford in central Victoria next year and locals are already bracing themselves for impact.

Situated in lush countryside 111km from Melbourne, the tiny town has become a popular weekend getaway destination for those living in the big smoke.

But leaders of the community, a population of 10,000, have concerns over how the hit show will influence the town's 'image'.

Nine purchased an allotment not far from the town's main street where five teams will build luxury homes completely from scratch.

Steve Rowe, Daylesford Local Tourism Board chief executive, is convinced that the show's presence will bring extra publicity to the area - and even more tourists, giving a boost to Daylesford's economy.

But he has also expressed his concern about Daylesford's image.

'Once filming wraps up, my interest will drop off,' he told the Herald Sun.

'But during production, it’ll definitely bring people into town – we just need to make sure it showcases Daylesford in the right way.

'For me it’s all about perspective – we’re a tight-knit community, when things align, everyone benefits, we just have to make the most of it.'

Meanwhile, local shopkeeper Alexander Hancock told the publication that not everyone in Daylesford 'was thrilled' about the Nine show coming to town.

However, he agreed that the reality hit meant 'free advertising' for the tourist spot.

Daylesford was set to be the site of The Block's 2024 season, however production was eventually moved to Phillip Island following a planning dispute.

Despite plans for the proposed setting being approved by the Hepburn Shire, Nine was then challenged in the Victorian Civil and Administrative Tribunal (VCAT) in September.

The network were reportedly forced to cancel $500,000 worth of accommodation it had booked for the show's cast and crew.

'We've had so many successful series in so many different locations, but we don't go where we are not welcome,' a production insider told the Herald Sun at the time.

'Especially for the 20th series of The Block, which is so important.'

According to Realestate.com.au, planning documents submitted to Hepburn Shire Council for The Block 2025 include five new homes that will provide a starting-off point for contestants.

Contestants will be required to complete the shell of a five-bedroom floor plan, including a study, living area and a garage.

The properties will also include other lavish amenities including a covered outdoor area and a heated swimming pool.

The documents, which were submitted by Group Architects, also suggest that the five homes will be near-identical two-storey eco friendly developments.

Previously, Blockheads have been tasked with renovating an existing property or, in the case of the 2022 season, renovating homes that were shipped into the Gisborne site.

In December, the application was finally approved by the Victorian Planning Minister to build five dwellings on a 2,000sqm block of land owned by Hygge Property.

Daylesford, located in the famed Macedon Ranges region of Victoria offers a unique combination of natural beauty, historic charm, and vibrant local culture.

'Daylesford has a robust national tourism brand — unlike other places, we don’t rely on sun, sand, or snow for attracting visitors,' Belle Property Daylesford’s principal director, Will Walton - who sold the site to Nine - said.

'We are recognised as a culinary destination, renowned for our high-level, award-winning restaurants.

'This focus on food and wine is a key driver for our tourism sector and also stimulates our holiday investment property market.'