The exodus from Melbourne to Victoria’s regions shows no sign of slowing. Here’s why.

Melbourne may be battling but the regions are rising, with an exodus to the country continuing. Compare some regional living costs here.

Greta Donaldson gave up a public relations career in Melbourne to make peanut brittle in Bendigo. Picture: Rebecca Michael.

Victorians are still streaming to the regions post Melbourne lockdowns, with a forever changed work culture and rising cost of living concerns among the chief reasons for the continuing city exodus.

In contrast to languishing Melbourne, the latest Regional Australia Institute (RAI) data reveals business confidence in Victorian regions - particularly in Geelong, the Surf Coast and Gippsland - is strong, with the number of jobs advertised in April this year skyrocketing nearly 35 per cent on the same time in 2021.

RAI chief Liz Ritchie said Victoria was leading the country in terms of annual change in job vacancies and Geelong and Surf Coast was in the top five regions nationally for the biggest annual jump, with a 54 per cent rise.

Gippsland was also among the best in the country with a 36.1 per cent surge.

“What that’s telling us is that businesses in regional Victoria are feeling confident, and with that confidence they are also seeking to grow and scale up and that’s why they’re hunting for a workforce,” Ms Ritchie said.

“We think this has been fuelled by population movements; places like the Surf Coast have enjoyed an enormous population migration across the last few years and continue to be a hotspot of movement.”

The Surf Coast and Geelong region are among the most booming in the country. Picture: Alison Wynd

Migration from Melbourne to the regions started before Covid, but accelerated exponentially when the pandemic struck, she said.

“What Covid did was mobilise the workforce so there was truly a remote and flexible option. If we hadn’t have had Covid it would have taken at least another decade to get to where we are today.

“Even though we already had the technology to work remotely before Covid, we weren’t comfortable with that as a society because we were very much locked into a mindset of ‘this is how we work (in offices)’. It’s a change that could only have happened that quickly due to the crisis Covid created. Is it going to remain? Absolutely . . . you’re seeing a hearts and minds shift.”

Rising cost of living in the city was now “weighing on families” and a new reason for Victorians looking to the country and regions, Ms Ritchie said.

It comes as a recent National Australian Bank survey of more than 2000 people revealed regional and rural Australians were happier than their city counterparts.

The banking giant’s Regional and Agribusiness Horizons Report, released on May 25 this year, studied wellbeing across the nation.

NAB’s Executive for Regional and Agribusiness Julie Rynski said the findings helped explain why so many Australians were making the move from the city to greener pastures.

“This research absolutely reflects what we are seeing and hearing from people in rural communities across Australia. The pandemic has clearly given people a reason to reassess their life priorities with many opting for a green change that is paying dividends in terms of their happiness and overall wellbeing,” she said.

“Some of the primary drivers of happiness are being close to nature and having a strong sense of community. Regional and rural locations are perfect for meeting these needs while also providing a more relaxed lifestyle and in many cases a lower cost of living.”

Melbourne may be struggling but the regions are rising. Picture: David Crosling

Former city public relations professional Greta Donaldson has never looked back from her move to regional Bendigo - to become a full time candy maker.

“I’ve gone from PR to peanuts. I was running my own PR agency in Melbourne and was getting tired of the fast paced industry and life,” she said

With plans for new products in her successful, gourmet nut brittle range, Ms Donaldson’s Bendigo business is now going from strength to strength.

It was easier and cheaper to get around and park in Bendigo than it was in Melbourne, and the lack of congestion was a blessing, she said.

“Day to day business necessities like parking and traffic, distance to our stockists, meeting with consultants, wholesalers and customers are easier for the simple fact there are less people and distances to travel,” Ms Donaldson said.

“Services like Australia Post, our accounting firm and even mechanics for our vehicles are closer, and because we have close relationships with these businesses and business owners, wait times are less and the service is second to none.”

Ms Donaldson said there was “a sense of optimism and positivity in business in and around Bendigo” and she was expanding her business.

“We have two new products on the go; a mild and hot chilli peanut brittle and a favourites pack which features all five of our brittles … like a Cadbury Favourites,” she said.

“We’ve gone from two to three cooks per week to now cooking four to five times a week, two shifts per day.

“I proudly employ eight staff members and have created a positive and supportive work culture. The Bendigo Brittle team is like family.”

Ms Rynski said more people moving to regional areas meant more investment in local schools, transport and hospitals and more support for regional businesses.

“If this trend continues, which we think it will, it will promote more diversified regional economies and help balance growth right across Australia,” she said.

NUMBER OF JOB VACANCIES IN THE REGIONS

Geelong and Surf Coast - 3,605

Gippsland - 2,990

Ballarat and Central Highlands - 1,286

Bendigo and High Country - 4,130

Riverina and Murray - 2,447