Unlike the infamous international tourism campaign from 2006 that posed the question in the hope of luring holidaymakers, we don’t need to ask.

New figures released by Tourism Victoria revealed domestic tourists love the Great Ocean Road and the Grampians. In the 12 months to the end of March, $1.599 billion was spent by holidaymakers to the Great Ocean Road. In the Grampians, the figure was $345 million.

The expenditure by overnight and day-trippers along the Great Ocean Road was the most outside those heading to Melbourne.

The numbers again highlight the importance of tourism to the region’s economic well-being. 

Against a backdrop of tough times where many traditional and once-stable industries are undergoing massive change, the result is good news and a vote of confidence in the region.

But it’s important to remember that not only the businesses directly involved in tourism, but the region’s population, can’t take domestic tourists for granted. We need to roll out the welcome mat, smile and offer excellent service even more than before because, as these figures reveal, domestic tourism is a growing market.

That’s why there is plenty of work to do to ensure the region caters for what tourists seek from a day trip or holiday. Corangamite Shire has invested heavily in identifying and planning for future tourism opportunities, moves are well advanced on creating an adventure trail hub for hiking and mountain bike enthusiasts across the south-west and the state government has adopted a new approach to selling indigenous culture and attractions.

The Great Ocean Road’s natural beauty might attract visitors but an array of other features can encourage them to stay longer, travel into the hinterland areas and spend more. 

Tourism truly is big business and we need to ensure we continue to appreciate its value by expanding the region’s offerings and therefore heighten experiences while maintaining the natural assets. We are open for business.