Travel and tourism are undergoing a significant transformation. The visitor economy has become boundaryless, with everyone now able to be a visitor, traveller, or tourism operator. Advances in the internet, technology, and social media, coupled with increased consumerism, have shifted expectations regarding experiences and value for money.
The National Visitor Survey for the year ending March 2024 reveals continued growth in domestic tourism, with spending up by one percent, or $1.3B, and overnight trips increasing by one percent, or $1.1M, compared to the previous year. Regional Victoria saw 19M visitors, with holidays being the primary reason for travel. Notably, 67 percent of visitors to the Greater Shepparton Region were day-trippers.
While these numbers are positive for the regional economy, there is a need to innovate and evolve the sector. There is potential to convert day-trippers into overnight visitors and to expand various segments of the visitor economy. Local businesses, from tourism providers to bakeries, play a crucial role in creating memorable experiences. Simple actions, such as friendly interactions and cross-promoting local attractions, can significantly impact both visitor satisfaction and local business growth.
As Chair of both Goulburn Murray Credit Union and Destination Goulburn Valley, I am proud of our region’s community spirit, innovation, and natural beauty. The dedication of those working to make our region a hub of opportunity and hospitality is inspiring. By collaborating across sectors, we can further highlight the Goulburn Valley’s unique strengths and ensure its success and recognition beyond our borders.
