Is it you or Ballarat they’re coming to visit?

SOVEREIGN Hill draws 800,000 people every year to Ballarat.

Some of them are related to, or friends of, Ballarat residents.

Visiting friends and relatives (VFR), account for around half of Australia’s domestic travel market by volume.

When VFRs make the trek to Ballarat, a well-known tourist city destination and home of their host, the personality of their visit or experiences may change.

If the host lived somewhere less attractive than Ballarat would the VFR’s still make the effort?

How much does the host know about what to see and do in Ballarat which would make the VFRs enjoy their stay and even possibly stay longer?

Indeed, are the VFRs coming to visit the host or are they taking advantage of the fact they live in Ballarat and should be known as EFRs – exploiting friends and relatives?

Ballarat tourism operators can find the answers to these questions and more at a Visit Ballarat’s Professor in a Pub information session with Federation University’s Associate Professor of Tourism and Management, Dr Elisa Backer on Thursday, 21 March.

Dr Backer will discuss the importance of creating quality tourism and event experiences for family and friends coming to the region to visit their loved ones.

She said VFR travel is often overlooked as a tourism segment.

“Perhaps [it is skipped] in part because it is tempting to assume that our own personal experiences of being visited by friends or family is representative of everyone,” Dr Backer said.

When it is mum, dad and the kids coming to visit, as a large travel party they will often want to stay in accommodation separate from their host.

“Many of these visitors don’t stay with friends or family, they’re booking accommodation, dining out, shopping and visiting attractions,” Dr Backer said.

This segment also makes a significant contribution to local economies, yet many tourism operators don’t fully understand, or underestimate, the value of these visitors.

“If regional tourism destinations can understand exactly how to capitalise on VFR travel, not only will it result in innumerable benefits for the local economy, it can lead to better experiences for the VFR and the host,” Dr Backer said.

Noel Dempsey, Visit Ballarat’s CEO said this is a great opportunity for local tourism operators to meet Associate Professor Backer and learn from an expert about what they can do to improve the tourism experiences they already have, create new experiences and grow their business.

“We are delighted to have Dr Backer shed further light on the importance of this market and arm us with the knowledge we need to maximise on its opportunities,” Mr Dempsey said.

The event is being held Thursday, 21 March at The Lake View, 22 Wendouree Parade, Lake Wendouree between 5.30pm and 7pm.

Tickets are free for Visit Ballarat members and $15 for non-members and include light food and drinks.