Tourism verging on ‘$1b industry’ for Geelong, Bellarine

Tourism is about to become a $1 billion business in greater Geelong as visitation growth continues outstripping projections, according to a local industry boss.
Spending hit $902 million last year as 5.1 million tourists flocked to the region, said Tourism Geelong and Bellarine executive director Roger Grant.
“We’re seeing growth right across the board,” he told the Indy.
“Geelong and Bellarine visitation grew to 5.1 million people, which was up 7.1 per cent, and our guests stayed 4.6 million nights, which was a $13 per cent increase.
“To quote Paul Keating, what a beautiful set of numbers.”
Mr Grant talked up the local industry as new data showed statewide growth in tourism.
Tourism Research Australia found that the sector generated 214,500 jobs last financial year, an increase of 7.6 per cent. Tourists spent almost $25 billion over the 12 months, up eight per cent.
Domestic and international visitations were both up for Victoria, the data showed.
Mr Grant said greater Geelong’s international tourist numbers were growing particularly fast on the back of an increase in foreign students studying in the city.
Foreign visitors now accounted for close to 20 per cent of local tourism business, he said.
“We have over 3000 international students in Geelong now. During their time in Geelong their family and friends come out to see them, and that’s continued to really boost the sector.
“We’ve seen significant changes in international visitation, not only in the countries they come from but what they do when they’re here.
“The Chinese market has really matured, where they’re becoming really adventurous and want experiences rather than just looking at things. They want to engage in activities, eat out at restaurants, go to the beach, shop for pleasure and have that real visitor experience.”
Mainland China was now the region’s number-two market for foreign visitors behind the UK, Mr Grant said.
“But that’s with a bullet. At this rate China will take over pretty quickly.”
The beginning of international flights between Avalon Airport and Kuala Lumpur this year promised further rapid growth in Asian tourism, Mr Grant said.
He expected the growth in international business to grow total visitations beyond seven million in the next 12 years and revenue “well and truly beyond $1 billion”.
“But if you look at where we are already, we’re going to pass the $1 billion mark sooner than that.
“The data for our visitor economy is so much better than we anticipated in our previous strategy from just three or four years ago that we’ll have to go back and rework the projections.
“What we thought was optimistic has actually turned out to be conservative.”
The increasing business was consequently expanding job opportunities in the local tourism industry, Mr Grant said.
The sector now employed 5315, he said, up 19 per cent on the previous year thanks to a revenue increase of 17 per cent.