A surge in spending from overseas tourists has delivered a massive financial boost to the Geelong and Bellarine region, injecting more than $111 million into the local economy over the past year. This international windfall has arrived just in time to counterbalance a worrying slump in expenditure from domestic travellers.
International Visitors Fill the Void Left by Australians
New data reveals a stark contrast in tourism trends for the iconic Victorian region. While spending from Australian visitors fell by a significant 12.5 per cent, international visitor expenditure skyrocketed, growing by an impressive 23.5 per cent. This dramatic shift has resulted in a net positive for the area, with total visitor spending climbing 3.4 per cent to reach $1.44 billion for the year ending in December 2023.
The figures, compiled by Tourism Research Australia, highlight a changing dynamic. The number of international visitors to Greater Geelong and the Bellarine jumped by 36.4 per cent, reaching 136,000. In contrast, domestic visitor numbers saw a slight decline of 2.6 per cent, settling at 2.9 million.
Breaking Down the $111 Million International Injection
So, how did overseas tourists spend their money? The data provides a clear picture of what draws international guests to the region and where they open their wallets.
Accommodation was the biggest winner, with foreign visitors spending $30.3 million on places to stay. This was closely followed by spending on food and drink, which totalled $29.5 million. The retail sector also enjoyed a healthy slice of the pie, with $22.7 million spent in local shops. Other major expenditure categories included:
- Airfares on Australian carriers: $10.5 million
- Organised tours and packages: $7.3 million
- Fuel and other transport costs: $5.6 million
This spending spree helped push the average spend per international trip to a substantial $817, a figure that underscores the high value of these visitors to the regional economy.
Regional Leaders Analyse the Tourism Shift
Brett Ince, the chair of the Committee for Geelong, pointed to several factors driving the international boom. He noted that Geelong's growing profile as a cruise ship destination and its proximity to Melbourne's major airports are key advantages. "We are seeing more people choosing to stay in Geelong and use it as a base to explore the Great Ocean Road and other regional attractions," Mr Ince explained.
However, he also issued a note of caution regarding the domestic downturn. The 12.5 per cent drop in spending by Australian tourists is a serious concern for local businesses. Mr Ince suggested that cost-of-living pressures are likely forcing many households to cut back on discretionary travel, opting for shorter trips or staying closer to home.
"The domestic market is absolutely crucial," he stated. "While the international growth is fantastic and something we should build on, we cannot take our local visitors for granted. We need to ensure Geelong and the Bellarine remain a compelling and affordable destination for all Australians."
The Road Ahead for Geelong's Visitor Economy
The latest figures present both an opportunity and a challenge for the region's tourism strategists. The strong performance in the international market demonstrates that global marketing efforts and improved access are paying dividends. The focus must now be on sustaining this growth while also devising strategies to win back the domestic market.
Potential initiatives could include promoting off-peak travel deals to locals, highlighting new attractions and events, and strengthening partnerships with tourism operators in Melbourne to create compelling multi-destination itineraries. The goal is to create a resilient visitor economy that is not overly reliant on any single market, but can thrive on a healthy mix of both international and domestic tourism.
The $111 million foreign visitor surge has provided a vital buffer for Geelong and the Bellarine. It proves the region's appeal on the world stage. The task now is to harness this momentum and ensure the overall tourism sector continues to be a powerhouse for local jobs and business revenue.
