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Research shows increased visitor numbers across Victoria’s alpine resorts

Research shows increased visitor numbers across Victoria’s alpine resorts
July 11, 2017

Findings from a new economic study show ongoing growth in income and visitor number across Victoria’s alpine resorts, which contributed $911 million of Gross State Profit to the State’s economy in 2016/17.

Results from the Victorian Alpine Resorts Economic Contribution Studies report showed that the resorts welcomed a total of 762,981 visitors across the winter months, which produced almost 1.4 million visitor nights. The Gross Direct Visitor Expenditure generated over this period in 2016 was $709 million, up from $692 million in 2011.

Resorts also received 348,366 visitors for a total of 485,722 visitor days during summer months in 2016/17. Gross Direct Visitor Expenditure generated during this period was $108 million, an increase from $103 million in 2011.

The report, commissioned by the Alpine Resorts Co-ordinating Council (ARCC), shows Victorian alpine resorts contributed $911 million of Gross State Profit to the state’s economy in the 2016/17 winter and summer months.

Among the individual resorts, Falls Creek was top in the State for economic generation, received 263,242 visitors in total for 2016, the second-highest in Victoria followed by Mount Hotham at 178,456.

While Mt Buller/Stirling had the most visitors, Falls Creek was the most significant economic contributor out of the six resorts, accounting for $316 million in value add and 3164 jobs generated.

In winter, Falls Creek and Mt Hotham resorts contributed around $290 million to the Gross Regional Product of the Alpine Shire, up from $285 million in 2011.

Undertaken by consultants Ernst and Young, the report showed an additional $36 million was generated through visitation at Falls Creek and Mt Hotham resorts in summer and that the resorts generated nearly 7,900 jobs in winter and more than 1,200 jobs over summer.

Since the last economic contribution study was prepared in 2011, the total number of visitors across Victoria’s alpine resorts in the winter season increased by 19%.

Commenting on this, ARCC Principal Policy Officer Alex Shilton stated that the research was in line with a project to enhance the Falls to Hotham Alpine Crossing and the development of ARCC’s next strategy.

Shilton explained “the current strategic plan was approved in 2012; one of the important things to inform the development of a new plan is understanding of the economic impact of the resorts.

“If you look at the length of stay, in winter there’s a very significant difference between Falls and Hotham - people stay 2.6 and 2.7 days compared to 1.4 at Buller.”

Shilton said while summer visitation still tracked behind winter, it was growing, adding “over the last decade it’s been growing at 3% per annum for number of visitors.

“That’s faster than the rate of winter, of 0.7%.

“The message is getting out there about summer … all the resorts are making a big effort with events and festivals.”

The report recommended with only 4% of visitors coming from overseas to the Victoria’s resorts, new markets in countries such as China and India should be targeted and infrastructure and services for summer offerings grown.

Welcoming the findings, Victorian Minister for Tourism and Major Events John Eren concluded “more visitors to these resorts mean a stronger region – and these great results prove that our strategy to create more jobs and boost local economies is working."

The Victorian Alpine Resorts Economic Contribution Studies report is available at www.arcc.vic.gov.au/publications-and-research

Images: Skiers at Mt Hotham (top, courtesy of Powderhounds.com) and ski lift at Falls Creek (below).

24th June 2017 - FIRST TIMERS INTRODUCED TO SKIING AND SNOWBOARDING AT MT HOTHAM 

12th June 2017 - RECORD BREAKING OPENING WEEKEND AT MOUNT HOTHAM 

8th June 2017 - VICTORIAN SKI RESORT FALLS CREEK READY FOR SEASON OPENING

12th March 2017 - BELGRAVE GROUP WINS TENDER FOR MT HOTHAM LANDMARK SITE

23rd January 2017 - VICTORIAN GOVERNMENT TO REFORM MANAGEMENT OF VICTORIA’S ALPINE RESORTS 

10th January 2017 - CSIRO MODELLING PREDICTS CLIMATE CHANGE COULD SHRINK AUSTRALIA’S SKI SEASON BY 80 DAYS 

24th February 2016 - NEW BOARD WORKING TOWARDS SUSTAINABLE FUTURE FOR ALPINE RESORTS

10th December 2015 - VICTORIAN GOVERNMENT TURNS BACK MANAGEMENT OF ITS ALPINE RESORTS

31st March 2015 - MT BULLER GEARS UP FOR ‘HUGE’ 2015 SNOW SEASON

16th June 2012 - MANAGEMENT AND MARKETING UNDER REVIEW AT VICTORIA’S ALPINE RESORTS

10th June 2012 - MINISTER LAUNCHES 2012 SKI SEASON AT MT HOTHAM

24th August 2011 - MOUNT BAW BAW ALPINE RESORT EXECUTIVE UNDER INVESTIGATION


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However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

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