Greater Geelong’s visitor economy has returned to pre-pandemic highs according to Tourism Greater Geelong and the Bellarine’s (TGGB) 2021-22 Annual Report.
The report said $1.1 billion was pumped into the local economy, directly employing 3250 people in a diverse range of jobs across the region in the tourism and hospitality sector.
Fuelled by $2.36 million in additional local and state government funding, TGGB delivered a range of successful training programs, business events, incentives and marketing campaigns to help rebuild the local tourism industry.
Chair of the City of Greater Geelong Major Events portfolio Ron Nelson said it was pleasing to see people from across Victoria and Australia identifying Greater Geelong as a place to spend their time and money.
“This report highlights that Greater Geelong is not only one of the best places to live in Australia, but one of the best places to visit as well,” Councillor Nelson said.
“We have long known that our region is home to some of the world’s best beaches, restaurants, and wineries, and the growing number of new tourist attractions will only help to solidify the view that Greater Geelong is a must for tourists.”
As of 30 June 2022, TGGB represented 902 businesses who support and operate within the local visitor economy – a combination of 442 subscribers and 460 financial members.
In the past 12 months the region snared the greatest market share of regional visitation across Victoria during 2021-22.
Despite spending returning to 2019 levels, this was achieved by a workforce 50 per cent of what it was pre-COVID.
The tourism workforce demand in Greater Geelong and the Bellarine is expected to grow significantly over the next 10 years as a result of increases to visitation expected for the region.
Council said the recent move from the Spirit of Tasmania to call Geelong home would further increase visitor numbers in the coming years.
