International visits to Geelong and Bellarine rebound

INTERNATIONAL visitor numbers to Geelong and the Bellarine have bounced back, according to the latest Tourism Research Australia (TRA) data for the 2024-25 financial year.

While total visitors to Geelong and the Bellarine remained steady compared to the previous year, international visitation went up 49 per cent (74,000 visitors), nights jumped 57.4 per cent (1.292 million), and spend shot up 142.2 percent ($111 million).

“International visitation is gaining pace,” Tourism Greater Geelong and The Bellarine (TGGB) executive director Tracy Carter said.

“China has re-emerged as the largest source market for overnight visitors (up 14.3 per cent), followed by New Zealand (up 11.4 per cent), Germany (up 10.9 per cent) and the US (up 9.2 per cent).

“At the same time, the domestic market has presented some challenges in the current economic climate, particularly for daytrip expenditure, as domestic visitors have increasingly become more ‘value’ driven.”

The TRA data valued Geelong and the Bellarine’s visitor economy at $1.74 billion, putting the region on track to achieve its Sustainable Destination Master Plan target of $2.1 billion by 2032.

TGGB’s 2024-25 annual report, which contained the TRA analysis, also listed other highlights, including:

* The confirmation of 28 business events, which delivered an economic impact of $8.5 million to the region

* A Tourism and Hospitality Jobs Expo delivered in partnership with The Gordon, Workforce Australia Local Jobs Barwon and Skilling the Bay, which connected 230 jobseekers with local employers and saw 50 per cent of exhibitors hiring directly from the event. and

* A first prize at the Victorian Tourism Awards for its ‘Everybody’s an Influencer’ campaign for the Visiting Friends and Relatives market.

“Our small but mighty team continues to punch above their weight,” Ms Carter said.

“And we’re excited to continue our work in growing the visitor economy, delivering value for our members, supporting our local workforce, and inspiring every visitor to arrive with a sense of excitement and depart with a desire to return and create more memories.”

The City of Greater Geelong council noted the TGGB’s annual report at its December meeting.

Geelong Mayor Stretch Kontelj said Geelong and the Bellarine were proving to be destinations of choice for travellers from across the globe.

“This growth is driving jobs, supporting local businesses and strengthening our economy.

“A 49 per cent increase in international visitors is more than a statistic, it’s a testament to our region’s appeal and the hard work of Tourism Greater Geelong and The Bellarine, and our tourism sector.

“The city is proud to support TGGB in creating a thriving visitor economy.”