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Time to live like a tourist

Writer's picture: Tracy CarterTracy Carter

A happy new year for our local tourism industry means a busy summer welcoming visitors to Geelong and The Bellarine.


The region has been a favourite of holidaymakers for generations, and especially in summer it’s easy to see why: wonderful beaches, globally renowned events, the buzz around the coastal strips.


Yes, extra people in the region can make parking a challenge, or it might take longer to get a coffee at your favourite spot. But the mostly small, family-operated businesses in this sector are making hay while the sun literally shines, and the summer peak is critical to set them up for a good year.


Across those generations of visitors, the industry has progressed to maximise the positives of tourism. There are more businesses offering more experiences to visitors, helping to increase the economic impact, employment opportunities and to disperse guests further than their grandparents would ever have gone on their trips to the coast. Visitors now can tour dozens of wineries, eat at award-winning restaurants, hit the water for adventures and seafood, shop with independent retailers or even take a hot air balloon ride.


The overall data provides insights about how we’re evolving as a tourism destination. In 2023/24, 6.4 million people stayed 6 million nights and spent $1.83 billion in Geelong and The Bellarine. That spend is up 12% on the previous year, and up 66% on pre-Covid benchmarks. Tourism is serious business.


Even day trippers – a market we tend not to focus on attracting as we strategically try to encourage longer, higher yielding stays – have increased their spend by 23% this year.


These big numbers tell an interesting story. The region has more to offer, particularly with new attractions, accommodation developments and in-demand hospitality venues driving the growth we see in the data. In individual businesses, though, it has been challenging. The industry is still recovering from the pandemic, and many are feeling the impact of broader economic factors affecting consumer behaviour.  


The community has an important role to play in our sustainability as a visitor destination. In fact, local people are the most important tourist attraction we have; close to half of our visitors are coming to see friends and relatives who live here.


I encourage locals to consider the ways you can be a great host and ambassador when those visitors arrive at your place. It’s a chance to show off the things you love about the region, and an opportunity to experience it in ways you haven’t before – live like a tourist. Go on the wine tour, eat the local seafood. Heck –even go on the hot air balloon trip! You’ll be supporting an important sector and looking after your own backyard too.  

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The Committee for Geelong acknowledges the Wadawurrung People as the Traditional Owners of the lands, waters, seas and skies on which we operate.

 

We pay our respects to their Elders past and present. 

We acknowledge Aboriginal and Torres Strait Islander people as Australia’s First Nations people. 

 

We commit ourselves to working for reconciliation with First Nations People and supporting them in having a voice.

Artwork by Ammie Howell

Artwork by Ammie Howell

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