Tourism Greater Geelong and the Bellarine annual report reveals booming sector

Geelong’s visitor economy has surged to $1.6bn in value, but there’s one facet of the industry that’s lagging behind.

Geelong’s visitor economy has surged to $1.6bn in value, but there’s one facet of the industry that’s lagging behind, according to a 2023 annual report. Pictured a packed Eastern Beach. Inset: Bill Mithen and Tracy Carter.

Visitors spent almost $1.6bn in the region in the 2022-23 financial year, however jobs in the tourism sector still lag behind pre-pandemic levels, according to a new report.

Tourism Greater Geelong and the Bellarine (TGGB)’s annual report, tabled to Geelong council last week, reveals business is booming in the tourism sector.

More people have spent, slept and visited Geelong and surrounds than they did before Covid swept the world.

However, jobs in the sector still lag behind pandemic recovery targets.

Prior to the Covid pandemic, the sector employed 7551 people, and in June, the sector had 6410.

It is an improvement on the previous financial year, but 15 per cent lower than recovery target of 7191.

The arrival of the Spirit of Tasmania – and the 160,000 it has carried – has been a boost to the region, however the sudden cancellation of the 2026 Commonwealth Games was a loss.

TGGB chairman Bill Mithen and executive director Tracy Carter were firm in stating the loss of the games “did not break us”.

Spirit of Tasmania passes Point Lonsdale Pier. According to TGGB, spending by Tasmanians in the region has doubled, interstate visitation has increased and 1 in 10 visitors are spending a night in Geelong before or after their trip. Picture: Alan Barber

“Instead, we refocused our efforts on the legacy benefits the Games would’ve given us and are working with the relevant agencies to offer input on the delivery of the promised $150m Tourism and Events Fund and how best to invest in our region,” they wrote.

“Yes, the Games presented an excellent opportunity to show off our region on an international stage, but we want to be clear: it was not our only one.”

In October, the organisation set a target of visitor spending in the region of $2.1bn a year by 2032.

Visitor spending in 2022-23 rose by 45.5 per cent, from $1.079bn to $1.574bn buoyed by a 42 per cent rise in visitors, from 4.3m to 6.2m.

Overnight visitors stayed 4.4m nights in the region, 16 per cent more than in 2021-22 – converting visitors from daytrips to overnight stays is a growth target of the organisation.

When compared to 2019, current visitation was about five per cent higher and nights spent in the region increased by almost 10 per cent.

It was initially not predicted the region would return to a $1.1bn visitor economy until 2024.

Originally published as Tourism Greater Geelong and the Bellarine annual report reveals booming sector