Visitor numbers up

The Daylesford Macedon Ranges region is a clear winner when it comes to overnight visitation and spend – according to the latest National Visitor Survey results.

Released by Tourism Research Australia earlier this month, the latest visitation figures capture the quarter ending December 2022. They report on overnight visitation, overnight spend and daytrip visitation and spend.

According to the results, the Daylesford Macedon Ranges region had the strongest growth in overnight visitation compared to any other region in Victoria –with an 80 per cent growth compared to the same time in 2021. On an annual basis, the region is also in equal first spot - with Geelong and the Bellarine, with 52 per cent growth.

Daylesford Macedon Tourism CEO Steve Wroe said it was a fantastic result. “Overnight visitors to our region are worth over $500 per person, so to see such a strong growth in overnight visitors is extremely positive.”

Another key metric is overnight spend. In the quarter ending December 2022, the Daylesford Macedon Ranges region had Victoria’s second highest year-on-year spend growth, at 113 per cent with Geelong and the Bellarine leading at 115 per cent growth.

As for daytrip visitation and spend, for the December 2022 quarter, the region had the highest growth of any in Victoria year-on-year spend, 197 per cent, and the highest growth in daytrip visitation for the quarter at 91 per cent.

“What all of this equates to is an extremely healthy visitor economy when it comes to visitation and spend. Our annual performance has been near or at the top of the table in terms of overnight and daytrip visitation and spend compared to other Victorian regions. More excitingly, our quarterly growth, the most current numbers from December 2022, have us at number one or two in all categories.”

Mr Wroe said the numbers could be attributed to a couple of different factors including marketing by DMT and "the amazing group of operators and experiences that we have within the region, continually delivering a world-class product and experiences that both attracts new visitors and keeps return travellers visiting time and time again".