Victorians urged to help tourism industry recoup $21.7bn loss
With the “ring of steel” lifted, Victoria’s regional tourism industry is pinning its hopes on city visitors. Find out where Melburnians are headed, and how rural operators feel about the influx of urban tourists.
FROM the spectacular Cathedral Range in the North East to the coastal wilderness of Wilsons Promontory at the southernmost tip of the state, Elsternwick couple Melanie and Ben Johnston have a “long and ever-growing” list of regional Victorian locations they plan to visit now Melbourne’s lockdown has ended.
When it became apparent earlier this year that the Johnstons’ planned 2020 trips to Indonesia and the US wouldn’t happen, the nature enthusiasts ordered a high-end camper trailer to allow them to explore closer to home.
While thanks to COVID-19, they’re still awaiting delivery of the trailer and a date for when they’ll be able to hit the road in Victoria, the wanderlust is strong; extraordinarily strong.
Ms Johnston, a medical representative, says she “can’t really put into words” how much she and her husband, a business owner in the construction industry, are looking forward to getting out of Melbourne and “just being in nature.”
“We both work long hours in our respective jobs and we’ve been renovating houses on the side for a number of years, so for us, like most people, our time away once or twice a year is absolutely precious,” she says.
“We love to travel overseas at least once a year, but we also both grew up camping, bushwalking and sailing, so knowing we most likely won’t be able to leave the country or even the state for a while, we’ve started a list on my phone of beautiful, nature-based places we want to visit when lockdown is over.”
That list includes Lake Eildon and the Cathedral Range in the North East, Johanna Beach in The Otways, Cape Paterson in Gippsland, Wilsons Promontory and Point Leo on the Mornington Peninsula.
“But the first place we want to go with the camper is the Yarra Valley,” she says.
“We’d be camping, which we love, but also able to visit amazing restaurants and wineries easily.
“Dreaming of chinking our glasses together somewhere beautiful is getting us through right now.”
LET’S GO
VISIT Victoria chief executive Brendan McClements is encouraging Victorians to explore their home state and support tourism businesses that have experienced devastating losses.
“Now is the time Victorians are needed to really show their love for their home state by getting out to rediscover it,” he says. The Victorian tourism industry has suffered crippling losses to the tune of an estimated $21.7bn including a $7.7bn loss in regional Victoria.
It equates to 67 per cent less in visitor expenditure than the pre-crisis period and reflects the dire impact from COVID-19 outbreaks and the bushfires.
Mr McClements says it is wonderful that so many hotels, holiday parks, bed and breakfasts, pubs, restaurants and cafes have had their phones ringing off the hook as Victorians excitedly make plans.
“Our tourism and hospitality businesses have been so resilient all year and are ready to safely welcome visitors again,” he says.
“Our Click for Vic campaign has helped keep things ticking along for many businesses.”
Victorian Tourism Industry Council chief executive Felicia Mariani has welcomed the reopening of businesses.
“We need greater Melbourne to be able to get out and travel around the state to have any reasonable pathway to recovery,” she says. In 2018-19, tourism generated employment of 263,300 people in direct and indirect jobs or 7.8 per cent of Victoria’s employment.
The Government has introduced a range of support programs to help tourism businesses reignite, including grants, business mentoring programs and tenancy relief.
Guidance on business recovery, market transformation, digital literacy and engagement, market and supply chain diversification and reskilling and training are also on offer.
Regional areas are geared for a rush for accommodation as the borders reopen but with messages reinforcing COVID-safe behaviour.
The City of Greater Geelong has launched a campaign encouraging holiday-makers to follow social distancing and hygiene rules as it prepares for summer crowds at hot spots including Barwon Heads and Ocean Grove.
The council’s chief executive Martin Cutter says the decision to allow Melburnians to travel within Victoria will give the region an economic boost. But he says visitors will still need to wear masks and take coronavirus tests if they have any symptoms.
“It’s very important for us that we get our economic drive and tourism drive back up and running again,” he says.
“We’ll welcome people back down here but we’ll need them to do the right thing.”
The council has also implemented the It’s Our Backyard campaign to inspire the community to back Geelong and think local first when seeking supplies and essential services.
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