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Tourism industry fights back after tough year

Posted on October 7, 2011

RECORD rains, devastating flooding and poor water quality earlier this year failed to stop visitors flocking to Sunraysia over the past 12 months.

Latest figures released by Mildura Tourism reveal a seven percent jump in domestic visitors and a six percent increase in international visitors.

Mildura Tourism chief executive Rod Trowbridge attributes part of the result to a strong rebound after February’s rain and flooding.

“The industry told us during the first three months of the year they were down between 30 and 50 percent depending on how badly they were affected,” Mr Trowbridge said yesterday.

But a strong advertising campaign and near perfect weather and river conditions following February’s deluge help turned conditions around for local operators.

“After three months of dubious weather, the months of April and May were blessed with ideal weather, calm conditions, and we know from experience those conditions have an immediate impact,” Mr Trowbridge said.

Despite concerns from some sectors over the impact of the high Australian dollar compared to the American currency, the issue appears to have had little impact in Sunraysia.

Mr Trowbridge said this was due to the fact that so called ‘long haul’ holidays were generally planned further in advance.

“Decisions on long haul travel are made well in advance and people factor in fluctuations when they commit to those long haul journeys,” he said.

“We also have to remember our international base is very low.”

There were about 15,000 international visitors to Sunraysia in the 12 months to June this year.

Mr Trowbridge said the Murray River and Sunraysia’s natural attributes continue to be major drawcards.

“The river is an absolute icon drawcard,” he said.

“The river and activities associated with it continue to be very popular and there is a strong turning of preference towards the authentic nature experience.”

Mr Trowbridge said interest in the authentic river-based nature experience has grown so quickly it’s now beginning to rival the popularity of coastal areas.

“We’re seeing the coastal experience not being flavour of the month year round anymore,” he said.

The figure released this week showed the majority of domestic visitors over the past 12 months came from Victoria (33 percent), followed by south Australia.

Internationally, more continental Europeans visited Sunraysia than any other group at 40 percent.

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