Road quality a key to regional tourism opportunities and growth

It’s long been assumed that the regions deserve better roadcare, and these voices of rural tourism are out to prove it.

Tourists are flocking to regions with better quality roads and are more likely to steer clear of areas with dodgy road infrastructure.

Significant road upgrades have been undertaken in the Hepburn and Bendigo regions in recent years and visitor numbers there have exploded.

The Daylesford Macedon region had the biggest year-on-year growth in overnight visitation between 2021 and 2020, rising almost 70 per cent. The regional average was 20 per cent.

Daylesford Macedon Tourism chief executive Steve Wroe said the increase was largely due to their proximity to Melbourne and what was offered in terms of indulgent experiences and wellness, but he believed road improvements certainly played a part.

“I’m not sure how much of a link you can draw between the two but there has been improvements in road works and a substantial increase in visitation so you’d think there is some cause and effect there,” Mr Wroe said, adding the economic benefit to improved roads was difficult to quantify.

Daylesford Macedon Tourism chief executive officer Steve Wroe.

“Rural roads can be intimidating for those who drive more in urban areas. It’s a sensible conclusion to draw that improvements to access roads would also improve visitation.”

BARRIERS TO REGIONAL LIVING
Mr Wroe said improved roads would enable greater economic growth in the regions as the trend for tree changes and working remotely continued to rise.

“Better roads make regional living a more agreeable experience,” he said. “There are barriers to a tree change. It might be internet access or schools, but roads would be a factor in people’s decision making.”

Destination Phillip Island general manager Kim Storey agreed that investing in rural roads was vital.

“It’s about providing opportunities for economic growth and consistency in the region,” she said. “Good access and good transport opportunities are really important if we are going to continue that trend of having people living and working in the regions and working from home.”

Destination Phillip Island general manager Kim Storey says better roads are key for economic growth in Victoria’s regions.

Ms Storey said two major roundabouts had been developed on Phillip Island in the last few years to help traffic flow, access and safety. She said there was no way of quantifying if the visitor economy had improved as a result but believed good roads played a part in increased visitation.

“Good road infrastructure allows for travel across an area without major traffic jams and unsafe crossings. There’s also the timing of your trip to a destination. If it reduces the total travel time people are more likely to go there,” she said.

SAFETY CONCERNS
Omeo Business and Tourism Association vice president Rod O’Connell said the lack of major road infrastructure works had affected local tourism in the East Gippsland town due to poor road quality, road closures, road safety concerns and cancellations.

“The road closes due to rock falls, which stops people coming through. It’s frustrating for local businesses,” Mr O’Connell said.

Omeo Business and Tourism Association vice president Rod O’Connell has called Victorian roads the “poor cousin” of Australia’s travel network.

“Safety is the major issue for sure. We need more investment in building solid road foundations. These roads were put in 150 years ago. There is an enormous amount of traffic now and the underlying foundations are not there or designed to carry B-doubles and the amount of traffic they do.”

Mr O’Connell said attracting people to regional areas was essential for local economies.

“We want people to come here and live and visit but they won’t if there’s no good road network,” he said.

“I’ve just spent six months travelling around Australia with a caravan and we (Victoria) are the poor cousin in terms of roads. We are so far behind in our road network and we used to be so far ahead,” he said.

MORE INVESTMENT ESSENTIAL
The importance of quality road conditions and safety can’t be over-estimated and plays a big role in drawing tourists in, according to West Vic Business ambassador Stacey Taig, of Horsham.

West Vic Business ambassador Stacey Taig.

“The Government is putting a lot of money into the voucher system to put money back into the regions and there has been an influx of caravans,” she said.

“If you are looking at tourism and what we are hoping to achieve with everything opening back up with overseas travel, we want to maintain that momentum with local travel. Roads play a big part in that.”

Ms Taig said more investment was “absolutely” needed.

“It’s an expectation that regional areas are deserving of good road systems just like anywhere else,” she said.

RACV ADVOCATES FOR IMPROVEMENTS:

With more Victorians than ever hitting the road to explore Australia’s regions as Covid restrictions ease, focus has fallen firmly on road safety.

The number of Victorians who lost their lives on roads over the Christmas period from December 1 to January 31 increased compared to the same period last year, showing the return to travel came at a cost.

Two out of every three of those accidents occurred on rural roads.

RACV head of communications and engagement Andrew Scannell said the organisation was acutely aware of the fact regional residents were over-represented in the road toll, and was advocating for safety improvements, particularly for some of the most lethal stretches of highway.

The group last year surveyed 4000 Victorians to find out which country roads people perceived to be the most dangerous.

The Princes Highway from Stratford to Bairnsdale in East Gippsland received the most responses, followed by The Deans Marsh-Lorne Road in Benwerrin and the Warburton Highway at Woori Yallock in the Yarra Ranges.

RACV provided the feedback to the Victorian Roads and Road Safety Minister Ben Carroll, as well as local councils, State Government representatives and local MPs.

“Our information on a number of roads that Victorians deemed unsafe or in need of an upgrade was welcomed and the survey results are being considered by government,” Mr Scannell said.

As well as advocating for safety improvements, and raising awareness about the importance of safe driving, RACV has also recently invested in its network of regional resorts to give travellers more options when it comes to holidaying close to home.

RACV’s luxury Healesville resort has been upgraded with two new restaurants and bar.

The Banyalla restaurant and the Riddell’s Green have transformed the experience on offer, which also includes a spa, on-site playground and Michael Clayton-designed 18-hole golf course.

Guests can book the restaurants for special occasions, and personalised menus are available.

-CAMILLE SMITH