THE number of overnight visitors enjoying what Phillip Island and Bass Coast has to offer was up a whopping 29 per cent, year-on-year, to the end of June 2023, in a sure sign that the region is back, better than ever, after the ups and downs of COVID.
And with those visitors booking more than 3.5 million nights accommodation across the shire, roughly three nights each on average, a 25 per cent lift year-on-year, there was cause for celebration when Destination Phillip Island members met for their annual industry conference at the Phillip Island Winery last Thursday.
Providing a state of the industry address at the start of the conference, detailing a 42 per cent increase in expenditure to $838 million, DPI CEO Kim Storey said the data reflected a very pleasing trend.
“The last two years has seen a really pleasing increase in overnight stays and some of the factors may include pent-up demand for short-break trips post-pandemic, and the closeness to Melbourne, so travel is easy. The region offers a diverse range of experiences in close proximity, and we have a strong marketing campaign in place with support from the Commonwealth Government.
“Visitors also seeking to book via platforms such as Airbnb have several thousand holiday house properties to choose from in the shire, and there has certainly been a strong desire to book these properties post pandemic.”
In fact, expenditure has gone up 61 per cent when compared to pre-pandemic 2019, which is a huge result for Bass Coast and Phillip Island.
“Our digital platforms have had strong engagement from paid advertising and brand-new assets including the Phillip Island 101 campaign.”
Leveraging the penguins, seal rocks tour and the Australian Motorcycle Grand Prix, the ‘Phillip Island 101 campaign’ highlights that there’s 101 square kilometres of natural beauty to explore.
“Day visitors visit Phillip Island and Bass Coast for a variety of reasons including visiting our attractions, food and drink venues, our villages and shopping experiences, as well as our major events, so it is pleasing to see those numbers return,” said Kim.
But DPI isn’t resting on its laurels, also proving members with a sneak peak at a draft new Destination Management Plan and an insight into its Phillip Island Regenerative Tourism Project, both of which describe a whole new chapter for Island tourism with the focus on caring for the environment and the local community.
“Absolutely, as discussed, the new Destination Management Plan will consider positive tourism projects, and an effort to encourage visitor consideration and education of the special place we are,” said Ms Storey.
“We’re also looking at delivering a low and shoulder-season event plan, which complements our destination and brings visitation when we are not at peak. The Regenerative Tourism Alliance is keen to see our first pilot of a visitor-giving project up and running soon.”
The DPI website has also kicked goals for its tourism operators with 533,000 users, 2 million page views and 136,000 booking clicks.
Ms Storey said other “game-changing” positives for the region included the opening of the new Cowes cultural centre and a plan for the development of the old Isle of Wight site.
“Prospective visitors like to see that the top-end of the market is provided for, even if they ultimately don’t end up booking a stay there themselves,” said Ms Storey.
Destination Gippsland
Destination Gippsland, which has also witnessed a strong upswing in visitation, will be hosting the Gippsland Tourism Forum on October 26 at the Gippsland Performing Arts Centre (GPAC) in the Latrobe City. Open to tourism operators and stakeholders across Gippsland the emphasis will be on accessibility, sustainability and digital bookings. There will be a range of speakers. Bookings at eventbrite.com.au search Gippsland Tourism Forum. Cost $64.40.
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