“We’ve been monitoring the occupancy data leading up to Easter – and even forward to Grampians Grape Escape which is only four weeks away – and the region’s tracking quite well compared to this time last year.”
Fuel prices increased sharply across the state from the start of February before the Federal Government reduced its excise last week; the average price of unleaded petrol went from $1.60 per litre to $2.60pl, and is this week about $2.25pl.
Fuel shortages have left about 80 service stations without fuel, including at Rainbow and Hopetoun.
Victoria Tourism Industry Council chief executive Lisa Patroni said despite the challenges of fuel costs, VTIC remained optimistic about the important role tourism played in supporting jobs, communities and the broader Victorian economy.
“Despite global disruption and ongoing uncertainty, there has never been a better time for Victorians to explore their own state,” she said.
“Families, couples and day-trippers can make a real difference by supporting local businesses and experiencing the extraordinary destinations and events Victoria has to offer.
“Doing so now will help strengthen the resilience of Victoria’s tourism industry at a time when many global factors remain outside our control.”
Mr Sleeman said given the pressure on prices, people might choose to holiday closer to home.
“We know the sort of numbers that travel north to Queensland in winter, and given the pressure on prices, I think we’ll find a lot of Victorians will stay close and go further in Victoria this year,” he said.
“We saw that fold out for Easter across the region, and Grampians Grape Escape occupancy is looking a solid 10 per cent up on last year, and the Run the Gap event, which is later in May, is also looking strong.
“People will travel within our region, but also within Victoria, and we know that Victoria’s quite a compact state, so you can get out and about and around Victoria quite easily.
“There’s work on some communications around staying close and going further within Victoria, and the research that we’ve looked at shows we will be direct beneficiaries of that travel mode.”
Mr Sleeman said this year’s Stawell Gift – which brought international competitor and eventual winner Sha’Carri Richardson as well as 1995 and 1996 400-metre winner and Olympic athlete Cathy Freeman – was one of the best he had been to.
“Not only for the added vibe the whole event brings to Stawell, but it just continues to be one of the most important events on our regional calendar,” he said.
“And having an international star like Sha’Carri compete and win, I think just brings a whole new level of attention and elevates the profile of the event, and puts Stawell and the Grampians on the global stage.
“That kind of exposure is incredibly valuable for future visitation, particularly in the international markets like North America. It raises the profile of the region and the future’s looking very good.
“It shows you the importance of these events – we’re consistently seeing strong spikes in visitor spend and occupancy during those events.
“It’s not just Stawell – the ripple effect of the economic uplift is felt in Horsham, in Ararat, and all parts of the Grampians, in Halls Gap as well.”
Mr Sleeman said Grampians Wimmera Mallee Tourism was campaigning in metropolitan Melbourne and Adelaide, as well as during the Australian Football League’s Gather Round.
“We’ve been targeting the AFL quite heavily around getting people to slow down through Gather Round and stay and explore around the region,” he said.
“We’re exploring all opportunities to keep visitors coming to the region and supporting the growth of the visit economy.”
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