Andrew Towner is the owner of the award-winning Braeside Mount Macedon Country Retreat. On January 26, Mr Towner received an Australia Day Award for Business and Tourism. He spoke with Oliver Lees about tourism recovery in the shire and what he looks forward to in 2022.
What is your connection to Sunbury and the Macedon Ranges?
I am a hospitality and tourism ‘lifer’. Following roles in the United Kingdom and Australia, I moved to Asia and spent 10 years in executive management. On a trip to Kyneton in 2013, I fell in love with the natural beauty of the Macedon Ranges and purchased Braeside Mount Macedon Country Retreat in 2014. The property has since been ranked number one in the Macedon Ranges by Trip Advisor, awarded the Best of the Best Award in 2021, and has won Macedon Ranges Business Excellence Awards for Accommodation, Tourism, Visitor Experience and Business of the Year. In 2022 I was honoured to be recognised with an Australia Day Award for Business and Tourism.
I am committed to supporting the ongoing success of the Macedon Ranges. As a member of the Visitor Economy Reference Group, I worked with Council and stakeholders on the Macedon Ranges Visitor Economy Strategy. I am the deputy chair of Tourism Macedon Ranges and work closely with our Regional Tourism Board, Daylesford Macedon Tourism. I sit on the Macedon Ranges Shire Council’s Business and Tourism Communications Group, and am regularly called to support local business and community groups. I’m a member of the Mount Macedon & District Horticultural Society and am committed to ensuring the heritage of open gardens on Mount Macedon is saved. I am also committed to ensuring that our most prized natural treasure, Hanging Rock, is responsibly managed and maintained for generations to come.
At council’s citizen award ceremony, you were congratulated in your efforts to encourage the visitor economy to expand in the shire. Why is this a focus of yours?
A strong, vibrant, and sustainable visitor economy underpins the ongoing success of the Macedon Ranges. The visitor economy includes not only those businesses directly servicing visitors such as restaurants, cafes, hotels and B&Bs, but also all the other businesses who support these businesses, such as the tradies, food suppliers, retailers, laundries and cleaners, to name of few. Nearly half of all visitors to the Macedon Ranges are visiting local friends and relatives who also support local businesses. Without visitors, local businesses could not survive, residents would lose jobs, and the community would lose the lifestyle it so values. This is why it is so important that we maintain a sustainable visitor economy.
As the president of the Macedon Ranges Accommodation Association, I’m sure you’ve seen firsthand the challenges facing the sector throughout the pandemic. Have things improved since the state removed strong lockdown restrictions?
The Macedon Ranges Accommodation Association (MRAA) is one of the longest running regional accommodation groups in Victoria and in 2022 celebrates 20 years of supporting accommodation providers. The tourism sector was hit particularly hard by the Melbourne metro lockdowns and the MRAA has kept members updated and supported in the constantly changing landscape of restrictions and regulations, as well as delivering a number of council-funded COVID recovery programs.
The region has been a popular tourism destination since the easing of restrictions. Our beautiful natural surroundings, wide open spaces, fantastic range of accommodation, and amazing experiences all allow visitors to get away from it all without travelling too far from home. Business and trade visitors have been slower to return so this continues to impact our motel and hospitality businesses.
Do you anticipate things to improve for the tourism and accommodation sector throughout 2022?
While we remain optimistic, there is no question that the sector is under pressure. Demand in the first half of 2022 has been strong but there is uncertainty around what comes next. This is resulting in shorter booking lead-times and an increased guest focus on deposit and cancellation policies. The wedding and event sector have been hit particularly hard and are now trying to stage events that were postponed during lockdowns, in addition to securing future bookings. All businesses are being challenged by the lack of trained manpower and the ongoing impact of COVID outbreaks in the workplace. Supply chain issues and increasing operating costs are impacting profitability. The sector has proven its resilience over the last two years but recognises there is a way to go to put this behind us.
Details: www.macedonranges.org.au and www.braesidemtmacedon.com.au
