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visitor insights

2016

2

Purpose of Report 3

Surf Coast Data Regions 3

Maps 3

ExEcutivE Summary 4

Summary of Total Visitation to Surf Coast 5

total viSitation and viSitor nightS 5

Total Visitation and Visitor Nights – 5 year trend 5

Surf Coast Visitation by Quarter 6

Market Share of Great Ocean Road Visitation 7

top rEgional dEStinationS 8

Top 30 Regional destinations in VIC/NSW 8

Top 20 Regional Destinations Victoria 8

viSitor information cEntrES 9

Surf coaSt domEStic ovErnight viSitor profilE 10

Total Nights 10

Purpose of Visit to the Surf Coast 10

Accommodation 11

Origin 11

Age 11

Travel Party 11

Activities and Accommodation Types 11

Surf coaSt day viSitor profilE 12

Surf coaSt intErnational viSitor profilE 12

Surf coaSt Sub-rEgion profilES 13

Total Visitation 13

Domestic Overnight Visitors 13

Domestic Visitor Nights 13

Visitation by Quarter 14

Stop Overs 14

Activities 15

Room Occupancy Rate 16

Key Attractions Being Visited in the Region 17

Surf coaSt EvEntS 18

futurE viSitation 19

table of contents

Note: This report presents key statistics and information about the number and type of visitors to Surf Coast Shire in 2015/16. Previous years’ data has also been presented in some cases to enable a longer term trend to be considered.

3s u r f c o a s t s h i r e v i s i t o r i n s i g h t s 2 0 1 5 / 1 6

PurPose of rePort

surf coast Data regions

This report presents key statistics and information about the number and type of visitors to Surf Coast Shire in 2015/16. Previous years’ data has also been presented in some cases to enable a longer term trend to be considered.

Surf Coast Shire Visitor Insights benchmarks the areas of Surf Coast Shire, Lorne - Anglesea and Torquay’s performance in comparison to other regional destinations in Victoria and N.S.W.

Data is provided by Tourism Research Australia, a branch of Austrade. Tourism Research Australia is Australia’s leading provider of quality tourism intelligence across both international and domestic markets and provides statistics, research and analysis to support industry development, policy development and marketing for the Australian tourism industry.

Data will change every year as provided by Tourism Research Australia. Data has also been sourced from the Australian Bureau of Statistics (ABS).

This publication can be used to provide information to businesses to assist in the development of plans, the community, investors and developers on the current tourism capacity in Surf Coast Shire and to identify opportunities for investment in the municipality.

Statistics presented in this document are based on areas determined as Statistical Area Level 2 (SA2) and Statistical Area Level 3 (SA3), by Australian Statistical Geography Standards (ASGS). SA2s and SA3’s are the geographical areas utilised by Tourism Research Australia as well as ABS.

The ASGS brings all the regions for which the ABS publishes statistics to one framework and is used for the collection and dissemination of geographically classified statistics. It provides a common framework of statistical geography and enables the production of statistics which are comparable.

Specific data sets used include:

• Torquay (SA2)

• Winchelsea (SA2)

• Lorne - Anglesea (SA2)

• Western (SA3)

• Due to changes to the National Visitor Survey (NVS) methodology (to include mobile phone interviewing and new estimated resident population projections from January 2014), care should be taken when comparing year ending September 2014 survey results with those from previous years. These changes represent a break in the time series.

• From 2014, the NVS has moved to a dual frame sample methodology. This means one portion of the sample is now interviewed on residential fixed-lines and another on mobile phones.

• Tourism Research Australia started using the Australian Bureau of Statistics’ new projections of estimated resident population (ERP) from March quarter 2014.

• The ERP projections for those aged 15 years or more are used as an input to the NVS weighting. Therefore, changes to ERP projections will impact NVS results from 2014 onwards.

map of torquay, lornE - anglESEa, WinchElSEa (Sa2 arEaS)

For more information on the methodology changes please go to www.tra.gov.au / News & Media / Fact-sheet-2014-Updates-to-the-IVS/NVS

surf coast shire: tourism engine room of the great ocean roaD

The Surf Coast Shire, with its beaches, National Parks and rural environment, is located in south-western Victoria, 1.5 hours from Melbourne’s CBD and 20 minutes south of Geelong’s CBD. With its rich agricultural and aesthetic attributes, the hinterland is increasingly contributing to the shire’s economic development, particularly via local food and niche tourism opportunities.

Worth over $1 billion annually, Surf Coast Shire’s economy continues to experience strong growth. As a distinctly different economy to that of Geelong and surrounding regions, with the tourism and surfing sectors playing a key role. Surfing represents almost 27% of all jobs (more than 2,000) and 26.6% of all value add activity. Strong population growth will see a need to create approximately 3,000 additional jobs by 2031 in a shire where some 87 per cent of all businesses employ four or less people.

Tourism also plays a vital role, with more than 2.1 million visitors directly expending over $430m during 2015/16. It is estimated that over $42 million in wages and salaries is attributed to tourism in Surf Coast each year. After factoring in all other forms of indirect expenditure, over $683 million were injected by tourism into the local economy. In terms of value add activity the Tourism sector contributes over $90 million annually to Surf Coast Shire while accounting for 15.2% of total employment (Surf Coast’s largest employment sector).

Surf Coast Shire is home to nine distinct townships: Aireys Inlet, Anglesea, Deans Marsh, Fairhaven, Jan Juc, Lorne, Moriac, Torquay and Winchelsea. These townships and the rural hinterland support over 3,000 businesses which drive an economy estimated to be over $1 billion annually.

ExEcutivE Summary

4


The Surf Coast region received an estimated 2.1 million total visitors to the financial year ending June 2016 (Table 1). The region received over 2.3 million overnight visitor nights during the same period with a direct expenditure of $432 million. Annual visitation to Surf Coast Shire contributes $683 million to the local economy.

Domestic overnight visitors stayed 3 nights on average, and spent the most money per day ($134). International visitors by comparison stayed 2.1 nights on average and spent $92 per day.

Domestic Overnight Visitors also generated the most direct expenditure ($299.7 million), followed by Domestic Day-Trippers ($124.5 million) and International Visitors ($8.2 million).

Surf coaSt WElcomEd ovEr 2.1 million viSitorS Who contributEd a total of ovEr $683 million to thE Economy in 2015/16.

Surf Coast Visitor Type

Visitor Numbers

Visitor Nights

Average Visitor Nights

Average Expenditure Per Day*

Visitor Impact ($) Direct

Total Visitor Impact (Direct & Indirect)

Domestic Day Visitors 1,339,000 NA NA $93 $124,527,000 $221,658,060

Domestic Overnight Visitors

780,000 2,237,000 3.0 ave $134 $299,758,000 $449,637,000

International Visitors 42,052 90,014 2.1 ave $92 $8,281,288 $12,421,932

Total 2,161,052 2,327,014 $432,566,288 $683,716,992

*Source: Western Region & Surf Coast Data, Regional Expenditure, December 2016, Tourism Research Australia.

summary of total visitation to surf coast

total visitation anD visitor nights– 5 year trenD

Table 1: Summary of Surf Coast Visitor Data

Figure 1 shows that the 61.9% of all visitors to the Surf Coast were day visitors, followed by overnight visitors (36.1%) and international visitors (1.9%).

visi

tOR

tYPE

(%)

viSitor typES

Total Visitation and Visitor Nights – Trend Figure 1 shows that the 61.9% of all visitors to the Surf Coast were day visitors, followed by overnight visitors (36.1%) and international visitors (1.9%).

Figure 1: Surf Coast visitor by type (%)

More than half of all visitors are day trippers

0%

10%

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30%

40%

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60%

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100%

2011/12 2012/13 2013/14 2014/15 2015/16

Visitor Types

International Domestic Overnight Domestic Daytrip

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%2011/12 2012/13 2013/14 2014/15 2015/16

Total Visitation and Visitor Nights – Trend Figure 1 shows that the 61.9% of all visitors to the Surf Coast were day visitors, followed by overnight visitors (36.1%) and international visitors (1.9%).

Figure 1: Surf Coast visitor by type (%)

More than half of all visitors are day trippers

0%

10%

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2011/12 2012/13 2013/14 2014/15 2015/16

Visitor Types

International Domestic Overnight Domestic Daytrip

international

Overnights

Day-trippers

More than half of all

visitors are day trippers

total viSitation and viSitor nightS

In 2015/16, the total visitation to the Surf Coast was 2,161,052 which is the highest visitation in the past five years. There has been an average annual growth of 7.5% during this period.

2011/12 2012/13 2013/14 2014/15 2015/16Series1 1504332 1388179 1897828 1729837 2161052

0

500000

1000000

1500000

2000000

2500000

2011/12 2012/13 2013/14 2014/15 2015/161890641 2030815 3107080 2579597 2327014

0

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350

X 10

000

Total Visitor Nights

In 2015/16, the total visitation to the Surf Coast was 2,161,052 which is the highest visitation in the past five years. There has been an average annual growth of 7.5% during this period.

2011/12 2012/13 2013/14 2014/15 2015/16Series1 1504332 1388179 1897828 1729837 2161052

0

500000

1000000

1500000

2000000

2500000

2011/12 2012/13 2013/14 2014/15 2015/161890641 2030815 3107080 2579597 2327014

0

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Total Visitor Nights

total visitation anD visitor nights– 5 year trenDtotal viSitation 2011/12 to 2015/16

day tripS pEr quartEr - 4 yEar avEragE

total viSitor nightS 2011/12 to 2015/162,500 3,500

3,000

2,500

2,000

1,500

1,000

500

2,000

1,500

1,000

500

In 2015/16, the total visitation to the Surf Coast was 2,161,052 people which is the highest level of visitation in the past five years. There has been an average annual growth of 7.5% during this period.

Since 2011/12, the average annual growth rate in visitor nights is 4.2%. While total visitation has been growing, this has been driven by an increased number of day-trippers. The total number of overnight visitors has decreased. These visitors are now spending less per day than in previous years, and are staying for less time. This has resulted in lower yield in the sector.

surf coast visitation by quarterThe March quarter (Summer) was the most popular time for visitors with 41% of visitation, generating the most visitor nights. The second most popular quarter was December (Spring) at 28%. The June quarter shows a 10% increase in total visitation in 2015/16, and a 3.9% increase in visitor nights compared to a five year average. The September quarter had a 14% decline in visitor nights compared to the five year average.

41%

17%13%

28%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

March quarter June quarter Septemberquarter

December quarter

35%

21%

10%

35%

41%

17%13%

28%

40%

20%16%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

March quarter June quarter September quarter December quarter

Visitor Nights per quarter

International Daytrip Domestic overnight

suMMer and spring are the Most popular tiMes to visit

6

2011/121504332

2012/131388179

2013/141897828

2014/151729837

2015/162161052

2011/121890641

2012/132030815

2013/143107080

2014/152579597

2015/162327014

visi

tORs

(tho

usan

ds)

NiG

Hts

(th

ousa

nds)


surf coast market share of great ocean roaD visitationOver 5.1 million visitors visited the Great Ocean Road region with the Surf Coast Shire welcoming over 2 million of those visitors.

viSitor typE pEr quartEr

41%

17%13%

28%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

March quarter June quarter Septemberquarter

December quarter

35%

21%

10%

35%

41%

17%13%

28%

40%

20%16%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Visitor Nights per quarter

International Daytrip Domestic overnight

Great Ocean Road Surf Coast Region

Domestic Day Visitors 2,989,362 1,339,000

Domestic Overnight Visitors 1,934,896 780,000

International Visitors 206,009 42,052

Total 5,130,266 2,161,052

Surf coaSt markEt SharE %

Surf Coast Shire42%

Great Ocean Road Region

58%

The Surf Coast receives 42% of all visitors to the Great Ocean Road - 40% of all domestic overnight and 45% of all day visitors. Only 20% of total international visitors come to the Surf Coast.

the surf coast receives 42% of the 5.1 Million visitors to the

great ocean road region

8

top 20 victorian rEgional daytripS

Lorne-Anglesea is the 7th most visited destination in regional Victoria, Torquay is the 15th

Peak Overnight Population It is estimated that the population of Surf Coast on a peak holiday night (such as New Year’s Eve) could swell to 85,409, a 206% increase or triple the permanent population. (Source: Economic Indicators Bulletin, Enterprise Geelong 2013)

Permanent Population 2013

Population Holiday Homes

Population Caravan Parks, Cabins & Camping Sites

Population Hotels, Motels, Apartments, Units & B&Bs

Peak Overnight Population

Total Geelong & The Bellarine 220554 78506 25895 3960 328915 Surf Coast Shire

Aireys Inlet/Fairhaven/Moggs Creek 1037 6432 415 290 8173 Anglesea 2520 10341 1795 85 14741 Deans Marsh 302 418 75 10 806 Jan Juc 3680 3053 1440 60 8233

1,91

9

1,68

0

1,26

4

1,15

1

912

871

738

725

722

671

627

614

588

578

551

513

502

493

473

451

0

500

1,000

1,500

2,000

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Top 20 Victorian Regional Daytrips

Within Victoria both Lorne – Anglesea and Torquay are in Victoria’s top 20 regional destinations for daytrips visitors. Both destinations have also had an increased number of domestic overnight visitor trips from 2014/15.

toP 20 regional Day triP Destinations victoria

lorne-anglesea is the 7th Most

visited destination in regional

victoria, torquay is the 15th

DAY

tRiP

s (t

hous

ands

)

Both Lorne and Torquay are in the top 30 regional destinations for Victoria and New South Wales combined for overnight visitors.

toP 30 regional overnight Destinations in vic/nsW

Top 20 Regional Destinations Victoria Within Victoria both Lorne – Anglesea and Torquay are in Victoria’s top 20 regional destinations for daytrips visitors. Both destinations have also had an increased number of domestic overnight visitor trips than 2014/15.

1064

663

646

619

581

558

550

544

521

475

474

465

456

442

441

384

379

370

370

363

339

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327

318

315

300

293

292

290

290

0

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Domestic Overnight Visitors 15/16

top rEgional dEStinationS

lorne-anglesea is the 10th Most visited regional

destination in victoria and nsW, torquay

is the 29th

NiG

Hts

(th

ousa

nds)

viSitor information cEntrES (vics)

9s u r f c o a s t s h i r e v i s i t o r i n s i g h t s 2 0 1 5 / 1 6s u r f c o a s t s h i r e v i s i t o r i n s i g h t s 2 0 1 5 / 1 6

In 2015/16, the Surf Coast Visitor Information Centres assisted 259,296 people. The Lorne Visitor Centre answered 60% of all enquiries, followed by Torquay (33%), Anglesea (6%) and Winchelsea (less than 1%).

The Lorne Visitor Information centre is also home to The Great Ocean Road Story, a permanent exhibition telling the story of the construction of the Great Ocean Road.

The story of the construction of the Great Ocean Road captures a unique time in Australia’s and the world’s history when the Great Ocean Road itself was built over a 13 year period by more than 3,000 Australian ex-servicemen and other individuals whose toil, sweat, blisters, hardships, heat, cold and adversity resulted in a breathtaking memorial to those who fought for Australia during World War One.

Now also available to add to this exhibition is the recently published “Historical drivers guide to the Great Ocean Road” the publication features local history and maps, points of interest and interpretive plaques, available for purchase at the centres.

Torquay VIC33.4%

Anglesea VIC5.7%

Winchelsea VIC0.4%

Lorne VIC 60.5%

viSitor information cEntrE EnquiriES

torquay viSitor information cEntrE

lornE viSitor information cEntrE

the great ocean roaD story

9

10

PurPose of visit to the surf coast

Holiday (70%) was the largest purpose for domestic overnight visitors to the region, followed by visiting friends & relatives (19%) and business (11%). Holiday was the largest purpose in terms of visitor nights, followed by 21% visiting friends & relatives and 6% business.

The Surf Coast received 780,000 domestic overnight visitors in the 2015/16 financial year. This represents an average increase of 5.9% over the past five years. Visitors spent more than 2.2 million nights in the region, up by 4.8% during the same period. The average length of stay has decreased from 3.2 nights to 2.9 nights.

domEStic ovErnight viSitorS avEragE lEngth of Stay

doMestic overnight

visitors stayed for less tiMe over the last

2 years

2.8

Surf Coast Domestic Overnight Visitor Profile

Total Nights The Surf Coast received nearly 780,000 domestic overnight visitors in the 2015/16 financial year. This represents an average increase of 5.9% over the past five years. Visitors spent more than 2.3 million nights in the region, up by 4.8% during the same period. The average length of stay has decreased from 3.2 nights to 2.9 nights.

Purpose of visit to the Surf Coast Holiday (70%) was the largest purpose for domestic overnight visitors to the region, followed by visiting friends & relatives (19%) and business (11%). Holiday was the largest purpose in terms of visitor nights, followed by 21% visiting friends & relatives and 6% business.

2011/12 2012/13 2013/14 2014/15 2015/16Nights (000's) 1793 1819 2961 2481 2237Visitors (000's) 584 647 827 776 780

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2011/12 2012/13 2013/14 2014/15 2015/16

Surf Coast Domestic Overnight Visitor Profile

Total Nights The Surf Coast received nearly 780,000 domestic overnight visitors in the 2015/16 financial year. This represents an average increase of 5.9% over the past five years. Visitors spent more than 2.3 million nights in the region, up by 4.8% during the same period. The average length of stay has decreased from 3.2 nights to 2.9 nights.

Purpose of visit to the Surf Coast Holiday (70%) was the largest purpose for domestic overnight visitors to the region, followed by visiting friends & relatives (19%) and business (11%). Holiday was the largest purpose in terms of visitor nights, followed by 21% visiting friends & relatives and 6% business.

2011/12 2012/13 2013/14 2014/15 2015/16Nights (000's) 1793 1819 2961 2481 2237Visitors (000's) 584 647 827 776 780

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2011/12 2012/13 2013/14 2014/15 2015/16

Surf coaSt domEStic ovErnight viSitor profilE

Nig

hts

purpoSE of daytripS

purpoSE of ovErnight viSitS

Would like to show these two graphs above side by side in a bar – couldn’t work out how to do it in excel

0% 20% 40% 60% 80% 100%

1

Purpose of Daytrips

Holiday Visiting friends and relatives Business - Other

0% 20% 40% 60% 80% 100%

4 year average

Purpose of Overnight Visits



0% 20% 40% 60% 80% 100%

1

Purpose of Daytrips


0% 20% 40% 60% 80% 100%

4 year average




0% 20% 40% 60% 80% 100%

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Purpose of Daytrips


0% 20% 40% 60% 80% 100%

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70%

73%

19%

21%

11%

6%


accommoDation ‘Hotel/resort/motel’ was the most popular commercial accommodation option (23%) followed by caravan park (13%). In 2015/16, over 52% of overnight visitors stayed at a friends or relatives property or their own holiday house.

originThe region received 88.42% of visitors and 84.63% of nights from within Victoria. The majority (63%) of these visitors came from Melbourne.

Interstate visitation contributed 11.58% of total domestic overnight visitors with NSW as the primary source market (39%) followed by South Australia (22%).

ageThe most common type of domestic overnight visitor to the Surf Coast in 2015/16 was aged 55+ (31%).

travel PartyMost domestic overnight visitors (55%) were friends or family travelling together. 30% were adult couples.

Friends or relatives property

34%

Own Property18%

Hotel/Resort/Motel or Motor Inn

23%

Rented house/apartment/flat

or unit13%

Caravan park or commercial

camping ground12%

accommodation typE

moSt popular daytrip activitiES

Activities and accommodation types The most popular activity for day trip visitors in 2015/16 was to go to the beach (31%), followed closely by shopping (12%) and eating out (24%).

31%

12% 12%

24% 22%

0%

5%

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20%

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35%

Go to the beach Visit friends &relatives

Go shopping forpleasure

Eat out / dine at arestaurant and/or

cafe

Other Activities

Most Popular Daytrip Activities

activities anD accommoDation tyPesThe most popular activity for day trip visitors in 2015/16 was to go to the beach (31%), followed closely by eating out (24%) and shopping (12%).

agE of domEStic ovErnight

viSitor 55+ years31%

45 to 5415%

15 to 24 years22%

25 to 34 years16%

35 to 4416%

Friends or relatives travelling together

31%

Travelling alone13%

Adult couple30%

Family group -

parents and children

24%

Other 2%

travEl party

20%

14%

22%

32%12%

United Kingdom

Europe

New Zealand

United states of America - Canada

Other Countries

origin

the rental of private

accoMModation greW by 8.7% in 2016.there are 560 airbnb

listings in surf coast shire.

tourism and hotel market outlook, deloitte 2017

12

day trip viSitorS

intErnational viSitorS

The Surf Coast received over 1.3 million domestic daytrip visitors in 2015/16. The number of day trip visitors has increased by 8.5% on average over the past five years. The majority (61%) of day-trippers came from Melbourne.

The Surf Coast received 42,052 international overnight visitors. Since 2011/12, total international visitation has grown by an average of 8.2% per year.

‘Other Europe’ was the source of most international visitors to the Surf Coast (32%), followed by United Kingdom (22%), and ‘other countries (both 20%).

Surf Coast Day Visitor Profile The Surf Coast received over 1.3 million domestic daytrip visitors in 2015/16. The number of day trip visitors has increased by 8.5% on average over the past five years. The majority (61%) of day-trippers came from Melbourne

2011/12 2012/13 2013/14 2014/15 2015/16Day Trip Visitors 892 714 1040 921 1339

892

714 10

40

921 13

39

0200400600800

1000120014001600

THO

USA

NDS

Day Trip Visitors

thO

usa

ND

s

Surf Coast International Visitor Profile The Surf Coast received 42,052 international overnight visitors. Although it is a significant increase from last year, the total international visitation over the past five years has increased by 8.2% a year over the last five years.

‘Other Europe’ was the source of most international visitors to the Surf Coast (32%), followed by United Kingdom (22%), and ‘other countries (both 20%).

2011/12 2012/13 2013/14 2014/15 2015/16Series1 28332 27179 30828 32837 42052

0

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International Visitors

22%

32%12%

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Origin of International Visitors

United Kingdom Europe New Zealand United States of America - Canada Other Countries

Surf coaSt day viSitor profilE

Surf coaSt intErnational viSitor profilE

the uK and neW Zealand reMain the tWo largest

single MarKets for international visitation

to surf coast. nationally, australia is experiencing

increasing nuMbers of visitors froM asia.


viSitor numbErS

Sub-rEgion total viSitation

The following section compares a visitor profile using specific data sets for Torquay and Lorne – Anglesea. Data is less reliable on a smaller area and in some cases; the statistics are gained from an average of a four year profile. Where possible data is used from financial year end 2015/16. The data for Winchelsea is not available as it was not statistically significant or available from Tourism Research Australia.

Surf Coast Visitor Type Torquay Lorne - Anglesea

Domestic Day Visitors 551,000 738,000

Domestic Overnight Visitors 290,000 475,000

International Visitors 16,442 25,693

Total 857,442 1,238,693

in 2015/16, lorne-anglesea received a total of 1,238,693

visitors and torquay received a total of

857,442 visitors

sub region Domestic overnight visitorsThe number of domestic overnight visitors to Torquay has increased at an average rate of 3.33% over the past five years. Lorne domestic overnight visitors has increased by 4.6% on average over the same period.

sub region Domestic visitor nightsLorne received over 1.24 million visitor nights in 2015/16 and Torquay received 847,000.

The average length of stay in Lorne-Anglesea has decreased from 2.8 nights in 2010/11 to 2.6 nights in 2015/16. The average length of stay in Torquay has decreased from 2.3 nights to 1.9 nights over the same period.

domEStic ovErnight viSitorS

Sub region Domestic Overnight Visitors

The number of domestic overnight visitors to Torquay has increased at an average rate of 3.33% over the past five years. Lorne domestic overnight visitors has increased by 4.6% on average over the same period.

Sub Region Domestic Visitor Nights Lorne received over 1.24 million visitor nights in 2014 and Torquay received 847,000.

The average length of stay in Lorne-Anglesea has decreased from 2.8 nights in 2010/11 to 2.6 nights in 2015/. The average length of stay in Torquay has decreased from 2.3 nights to 1.9 nights over the same period.

380 383413

453 468 475

245

194220

351

307290

10-11 11-12 12-13 13-14 14-15 15-16

No.

Vis

itors

000

's

Lorne - Anglesea Torquay

torquay & lornE-anglESEa Sub-rEgion profilES

14

sub region visitation by quarter

sub region stoPovers

the March quarter Was the

Most popular tiMe of year for

overnight visitors to torquay and lorne-anglesea.

viSitation by quartEr

Sub Region Visitation by Quarter The March quarter was the most popular time of year for overnight visitors to Torquay and Lorne-Anglesea.

Sub Region Stop Overs Over 85% of all visitors to both destinations had a single stopover during their trip.

37%

22%18%

23%

43%

19%14%

24%

0%

10%

20%

30%

40%

50%


Visitation by Quarter

Torquay Lorne - Anglesea

85%

6% 9%

89%

5% 6%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

1 Stopover 2 Stopovers 3 or more stopovers

Overnight Stopovers


ovErnight StopovErS

100%

80%

60%

40%

20%

0%

Sub Region Visitation by Quarter The March quarter was the most popular time of year for overnight visitors to Torquay and Lorne-Anglesea.

Sub Region Stop Overs Over 85% of all visitors to both destinations had a single stopover during their trip.

37%

22%18%

23%

43%

19%14%

24%

0%

10%

20%

30%

40%

50%


Visitation by Quarter


85%

6% 9%

89%

5% 6%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

1 Stopover 2 Stopovers 3 or more stopovers

Overnight Stopovers


over 85% of all visitors to both

destinations had a single

stopover during their trip.


sub region activitiesThe most popular activities in Torquay are going to the beach (68%), eating out (66%) and visiting friends or relatives (39%).

The most popular activities in Lorne are going to the beach (75%), eating out (64%) and sightseeing (39%).

torquay top activitiES

lornE top activitiES

Sub region activities The most popular activities in Torquay are going to the beach (68%), eating out (66%) and visiting friends or relatives (39%).

The most popular activities in Lorne are going to the beach (75%), eating out (64%) and sightseeing (39%)

68% 66%

39% 35% 32%21% 17% 15% 13% 11% 10%

0%10%20%30%40%50%60%70%80%

Torquay Top Activities

75%64%

39% 34% 26% 25% 24% 21% 17% 11% 10%0%

10%20%30%40%50%60%70%80%

Lorne Top Activities

16

room occuPancy rate

occupancy ratE

Room Occupancy Rate

37.7

34.7

46.7 51

.7 55.4

56.5 62

.7

62.2

54.3

55.4

35.3

34.139

.4 45.6 49

.3

50.5

62.1 64.8 69

.3

69.1

59.4

52.4

37.6 45

.8

44.142.9

49.5

58.1 58.559.2

64.0 64.462.1

58.4

46.243.2

0

10

20

30

40

50

60

70

80

Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16

% ETAR YCNAP

UCCO

MO

OR

Occupancy Rate

Lorne - Anglesea Torquay Western (TR)

takings Per room night

avEragE takingS pEr room

Takings per room night

$130.13 $130.00$137.55 $139.48

$147.91

$175.97

$195.10

$155.48$161.12

$144.95$135.12

$128.64

$164.03$154.18

$186.89$178.47

$185.19

$207.10

$254.67

$192.65 $193.02

$174.50

$158.59 $158.82

$94.49

$111.44$105.38

$133.32$138.65

$158.93$168.55

$134.39 $138.36

$122.26

$91.62$100.75

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

July 2015 August 2015 September 2015

October 2015

November 2015

December 2015

January 2016

February 2016

March 2016 April 2016 May 2016 June 2016

Western (TR) Lorne - Anglesea Torquay


key attractions being visiteD in the region

it is estiMated that up to

500,000 people visit ersKine

falls each year!

the dressMaKer costuMe exhibition

held in 2016 attracted over 22,000 visitors to the barWon parK

Mansion in Winchelsea.

shopping at surf city is a

popular activity, attracting over 1 Million visitors

each year!

each year over 54,000

people enjoy a World class WalKing destination offering inspiring landscapes

along the surf coast WalK

18

Surf coaSt EvEntS

events bring big benefits to the surf coast

ovEr 240,000

participantSmEdia ExpoSurE rEachES ovEr

40 million pEoplE

3,300 intErnational

attEndEES

ovEr 200 EvEntS a yEar

cadEl EvanS grEat ocEan

• AttrActed over 21,000 visitors to the region. • estimAted economic benefit to the local

region of $11.3 Million

rip curl pro 2016 • AttrActed over 41,000 visitors to the region.

• 3,000 from interstAte and overseas.

• estimAted economic benefit to the local region

of $7.4 Million.


In 2014, Great Ocean Road Regional Tourism as part of the ‘Strategic Master Plan for The Great Ocean Road Region Visitor Economy 2015 – 2025’ projected various visitation scenarios for the coming decade. Forecasting for a low to moderate level of annual growth (1.7%pa), visitation to Surf Coast Shire was 217,341 visitors above forecast, and a 422,951 increase from the ending June 2015 to the year ending June 2016. This change has been driven by strong growth of domestic day trippers and residents located outside the municipality visiting Surf Coast Shire.

viSitation forEcaSt 2014 – 2023

Future Visitation

In 2014, Great Ocean Road Regional Tourism as part of the ‘Strategic Master Plan for The Great Ocean Road Region Visitor Economy 2015 – 2025’ projected various visitation scenarios for the coming decade. Forecasting for a low to moderate level of annual growth (1.7%pa), visitation to Surf Coast Shire was 217,341 visitors above forecast, and a 422,951 increase from the ending June 2015 to the year ending June 2016. This change has been driven by strong growth of domestic day trippers and residents located outside the municipality visiting Surf Coast Shire.

1,717,639

2,140,590

0

500000

1000000

1500000

2000000

2500000

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Visitation Forecast 2014 - 2023

Forecast Visitation Actual Visitation

futurE viSitation

1,886,635

amy’S gran fondo • AttrActed over 18,000 visitors to the region.

• 3,000 from interstAte And overseas.

• estimAted economic benefit to the local region

of $15.2 Million.

EnquiriESAll enquiries about this report should be directed to the Economic Development Unit at Surf Coast Shire on (03) 5261 0600.

contact dEtailSSurf Coast ShireIn person: 1 Merrijig Drive Torquay Victoria 3228Post: PO Box 350, Torquay, VIC 3228Phone: (03) 5261 0600Email: [email protected]: www.surfcoast.vic.gov.au

Council’s Economic Development & Tourism Unit has collated a range of statistics to assist businesses in making strategic decisions about expanding or relocating to the Surf Coast including:• Economic Snapshot• Surf Industry Mapping• Visitor Insights• Economic Impact of Events

Contact us for more information and advice.

visitor insights

2015/16

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