Visitors Choose the Heart of Victoria

The Heart of Victoria has continued to experience strong growth in visitors in the year to 30 September 2018, the latest results of the National Visitor Survey have revealed, demonstrating that Victorians and interstate visitors are discovering more of the many great things the region has to offer.

Goulburn River Valley Tourism welcomes the latest results, which showed 3.3 million visitors stayed over 3.2 million nights in region, an increase of more than 19% on visitation in 2017. These visitors spent around $469 million in the local economy while they were here.

Almost a million Australians spent over 2.6 million nights in the region, a growth of more than 23% over last year’s visitation. Daytrip visitation also found more ways to invest in the region with daytrip spend increasing by 36% to a total $232 million.

While international visitation to regional Victoria weakened by -1.4%, overseas visitors turned their attention to the Heart of Victoria with a 17% increase in visitation compared to last year. This brings our regional five year annual average growth rate to 8.8% (compared to 8.6% for the rest of regional Victoria). International visitors invested over $23 million in region, an average spend of $868 pp.

Speaking about our recent visitation, Goulburn River Valley Tourism Chair Annie Fletcher-Nicholls said “The Heart of Victoria branding campaign across television, radio and print is encouraging locals and Melbournians to explore the region in their backyard. Obviously,  with hearty increases showing across both domestic overnight and day trip visitation… the message is getting out.”

Ms Fletcher-Nicholls continued to say, “Tourism can be tough. Regional Victoria as a whole saw a lift of 3.3% of overnight stays compared to last year. But when you consider the overnight visitation to the Heart of Victoria lifted by 19.7% it’s testament to the many fine operators and attractions we have in the region. ”

When compared to visitor destinations across the state the Heart of Victoria received 5.7% of nights visitors to regional Victoria (a lift of 0.9%) and 6.6% of daytrip visitors to regional Victoria.