Tourism revamp reaping rewards for city

Engelbrecht Cave was the top clicked Limestone Coast attraction and second most clicked attraction in South Australia on the online tourism information portal the Australian Tourism Data Warehouse (ATDW) last October latest figures have revealed.

Council assumed operational responsibility for Engelbrecht Cave following the end of a long-term lease in July this year. It was the first site to be reopened as part of City of Mount Gambier’s new visitor servicing model.

City of Mount Gambier strategic development and visitor economy coordinator Amanda Stevens said the activation of Engelbrecht Cave under the hub and spoke visitor servicing model built on the foundation of its former management with insights such as this telling us that it is tracking very well.

“Engelbrecht Cave is a highly sought after storytelling and immersive experience,” she said. “It makes Mount Gambier a more desirable destination, builds on our brand, the unique location of our city and has strong regional appeal.

“You can book a guided tour online and that means it is now part of the consideration process in the planning and dreaming phase of a traveller’s trip.”

The economic benefit returned to the community from visitor servicing on site at Engelbrecht Cave is estimated at just over $800,000 since reopening in late July.

“We know that when travellers speak to a visitor servicing team member, they then spend on average an extra, unplanned $124.00 within the local community,” Mrs Stevens said. “Most of this is a new economy for Mount Gambier and the State of South Australia.”

Council has received positive feedback about Engelbrecht Cave from travellers and will continue to use available data to implement business improvements to match the dynamic nature of tourism.

“Engelbrecht Cave’s number one status as the top attraction and overall product in Limestone Coast, and number two attraction in the State on ATDW demonstrates the appeal and demand for this unique experience,” she said.

“We are currently looking at how we can market this world-class experience to an international audience where we know there is demand.”

Engelbrecht Cave was the first spoke site to be activated seven days a week under the new visitor servicing model, with Umpherston Sinkhole/Balumbul activated shortly after, both in line with the respective private operator’s retirement.

“This year having considerably scaled up our visitor servicing, we are in a fantastic position to welcome, curate the experience of and disperse travellers into our city and around our greater region,” Mrs Stevens said.