Wilkinson Creek, Kantor Expedition |
The most recent figures released by Tourism Research Australia show that the Snowy Mountains region received 1,234,000 total visitors in the period October 2011 to September 2012. Total visitor expenditure was estimated to have reached $494 million. On average, each visitor spent about $400. This represents approximately $14,000 for every man, woman and child living in Snowy Mountains.
Over the 12 months period, 677,000 domestic overnight visitors stayed in the region. This was down by 7.9% on Year Ending September 2011. Visitors spent over 2.5 million nights in the region – but this was also down by 16.6%.
By comparison, the number of domestic overnight trips to regional New South Wales increased by 1.5 percent on the previous year. In terms of market share, the Snowy Mountains region received 3.9% of domestic visitors and 4.1% of nights in regional NSW.
It is estimated that Snowy Mountains received 16,800 international overnight visitors in the year - down by 1.9%. This was only 2.9% of international visitors to regional NSW. Snowy Mountains also welcomed 540,000 domestic daytrip visitors over the year - up slightly by 1.1%.
CEO of Tourism Snowy Mountains, Peter Sheppard, says the release of these latest tourism figures is a timely wake-up call for the region. “The visitor economy is vital to the sustainability of our community with direct visitor spending representing 17% of the total economic output of the region.”
“We cannot afford to be complacent. Snowy Mountains has had little long-term growth over the last 13 years and these latest figures show we are losing market share. Tourism benefits virtually every business and we need to work together if we are to grow the region’s economy,” Sheppard said.
“We need to increase our brand profile with cohesive, targeted marketing. The region has enormous potential as a year-round holiday destination and the regional tourism organisation has created an innovative marketing plan with key strategic opportunities. However, local participation is vital for the success of the program.”
Chairman of Tourism Snowy Mountains, David Sheldon, says the regional tourism organisation’s Board will focus on continuing the implementation of the 2011 Gibbs Report on sustaining tourism for the region. “The next six months will be a watershed period for tourism in Snowy Mountains. In particular, the development of a comprehensive Destination Management Plan for the region will become a significant endeavour involving wide community consultation and detailed analysis.”
“Also ensuring that financial and structural resources are developed to implement Tourism Snowy Mountains’ destination marketing strategies will be one of the Board’s major priorities in 2013.”
“The recent release of the State Cabinet-endorsed Visitor Economy Taskforce recommendations now places considerable onus on local communities to provide capacity and demand funding for RTO activities. We have to approach the future with our eyes wide open and look at the ways other successful tourism destinations raise necessary funding from within their regions if we are to successfully compete in the future,” Sheldon said.
www.snowymountains.com.au
Polish-American Expedition on Abbots Peak |
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