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Thumbs up for Victorian High Country.



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Martin Ferguson, AM, MP  Minister for Resources and Energy  Minister for Tourism 

04 June 2010 THUMBS UP FOR VICTORIAN HIGH COUNTRY

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The Minister for Tourism, Martin Ferguson AM MP, has congratulated tourism businesses in the Victorian High Country for achieving one of the highest satisfaction ratings from visitors, as compared with other surveyed destinations across Australia.

The latest Visitor Profile and Satisfaction (VPS) report from Tourism Research Australia put the Victorian High Country in the top ten (fourth) out of 66 destinations across Australia for visitor satisfaction. Over 67 per cent of visitors were very satisfied with their experience, and 68 per cent were very likely to recommend the region to others, 17 per cent above the national benchmark average.

Minister Ferguson said: “This is a very good result for Victoria’s High Country. Happy customers help to spread the word which attracts more visitors to the region.

“The High Country has a popular spread of experiences to attract visitors in both summer and winter. The research shows that visitors are increasingly attracted to the region for its food and wine offerings.

The Victorian High Country ranks fifth behind established wine regions such as the Hunter Valley and Barossa in the VPS database, with 38 per cent of respondents visiting a winery during their trip.

“Through our “No Leave No Life” campaign Tourism Australia and the Australian Government have been encouraging Australians to use their 123 million days of accumulated annual leave to take a short break.

Almost 90 per cent of visitors to the region were seeking relaxation and rejuvenation from their stay, and over half reported a better than expected experience. More than 80 per cent of survey participants were repeat visitors to the region Of the people surveyed, 75 per cent of visitors intended to return to the region in the next 12 months, 20 per cent above the national benchmark.

“The research provides valuable customer feedback to local businesses which allows them to expand and adapt to the changing customer expectations.

“The idea of delivering quality customer service is not new to High Country businesses. I am pleased that we are able to build the long history of tourism accreditation in this region. The Rudd Government has delivered on its election commitment by providing $5.5 million to implement tourism accreditation nationally.

“The High Country has featured strongly in the Australian Government and Tourism Australia’s $150 million global marketing campaign ‘There’s Nothing Like Australia.’ After all, there’s nothing like the fresh mountain air of the High Country to relax and unwind and enjoy one of Australia’s unique National Landscapes.

The Victorian High Country attracted 1.7 million visitors in 2008-09, who spent $525 million in the region.

The Visitor Profile and Satisfaction Program is a part of the Destination Visitor Survey Program (DVS) run by the Department of Resources, Energy and Tourism. Since 2006 almost 70 VPS projects have been completed in Australian regional tourist destinations.

The Visitor Profile and Satisfaction report results can be downloaded from www.ret.gov.au/tra.

Media contact: Bindi Gove - 0406 644913