Elsie Lange
International tourists are back in town and Macedon Ranges tourism is ready to welcome them with open arms.
Daylesford Macedon Tourism chief executive Steve Wroe said although international visitation to the region accounts for just under 10 per cent of total visitation, it was “sorely missed” while borders were closed.
When overseas tourists come, they spend big and they hang around – domestic travellers typically spend a little over two days, while international visitors spend a bit over a week,” Mr Wroe said.
“It’s a high yield market.
“Operators are excited, particularly the larger businesses, who are usually more interested in the international business.”
Mr Wroe said since the borders had only recently opened, they were yet to see a sharp uptick in overseas tourists in the area, but that visitation as a whole was “very strong”.
“Research tells us that people are seeking access to nature, some indulgence and a focus on personal wellbeing,” Mr Wroe said.
“Our region offers all of this and our proximity to Melbourne means that we are the beneficiaries of a really strong surge in pent-up demand.”
Macedon Ranges Accommodation Association president and owner of Braeside Mount Macedon Country Retreat Andrew Towner told Star Weekly he hopes the strong return to regional Victorian travel from Melbourne and interstate will extend to international travellers, too.
“The popularity of nature-based experiences makes the Macedon Ranges a popular choice with visitors,” Mr Towner said.
“When combined with the character of our heritage villages, our artisan producers, cool climate wineries, and fantastic restaurants, the Macedon Ranges is a very attractive destination.”
But sustainable visitation is key: Mr Wroe said it’s vital there is a consistent flow of visitors, that they spend money and spend time in the area.
“What we don’t want, is high volume and low yield – in other words people blowing through, buying a pie and a coffee, and going on their way,” Mr Wroe said.
Both Mr Towner and Mr Wroe said they were excited for the state government’s finalisation of plans for Hanging Rock.
“It is hoped that this iconic nature-based experience can finally receive the upgrade it deserves to create a world-class visitor experience for locals and visitors alike, and protect the area for generations to come,” Mr Towner said.
Mr Wroe said: “From a product point of view, we’re excited about the potential of Hanging Rock.
“This world-famous site needs to become world-class and the masterplanning work that is going on will help achieve that vision.”
