Economic ‘Selfie’ & Innovative Horizons Professor Alison Morrison

Overheard 14:51 Williamstown Train February 5, 2014 ‘All the West is dodgy’

TOURISM IN MELBOURNE’S WEST - VISITATION Figure 1: Domestic and International Visitation to Melbourne’s West Source: Tourism Research Australia, National Visitors Survey, International Visitors Survey Data compiled by Urban Enterprise More than 2.7 million people visited Melbourne’s West in % increase in daytrips since 2011 (people who travel more than 50km).

Figure 2: Proportion of Metropolitan Melbourne’s Visitation to Melbourne’s West Melbourne’s West received 17% of metropolitan Melbourne’s daytrip visitors, 9% of overnight visitors and 6% of international visitors. Source: Tourism Research Australia, National Visitors Survey, International Visitors Survey Data compiled by Urban Enterprise TOURISM IN MELBOURNE’S WEST - VISITATION

Figure 3: Domestic Overnight Visitors - Purpose of Visit Higher proportion of domestic overnight visitors to Melbourne’s West visiting friends and relatives compared to metropolitan Melbourne. But, Less domestic overnight visitors visiting Melbourne’s West for holiday / leisure or business. TOURISM IN MELBOURNE’S WEST – DOMESTIC OVERNIGHT VISITORS Source: Tourism Research Australia, National Visitors Survey Data compiled by Urban Enterprise

Figure 4: Domestic Overnight Visitors - Length of Stay Average length of stay for domestic overnight visitors to Melbourne’s West is 2.8 nights. TOURISM IN MELBOURNE’S WEST – DOMESTIC OVERNIGHT VISITORS Source: Tourism Research Australia, National Visitors Survey Data compiled by Urban Enterprise

Figure 5: Domestic Overnight Visitors - Accommodation Higher proportion of domestic overnight visitors staying with friends and relatives compared to metropolitan Melbourne. TOURISM IN MELBOURNE’S WEST – DOMESTIC OVERNIGHT VISITORS Source: Tourism Research Australia, National Visitors Survey Data compiled by Urban Enterprise

Figure 6: Domestic Daytrip Visitors - Purpose of Visit Higher proportion of domestic daytrip visitors visiting friends and relatives compared to metropolitan Melbourne, and smaller proportion visiting for holiday or leisure. TOURISM IN MELBOURNE’S WEST – DOMESTIC DAYTRIP VISITORS Source: Tourism Research Australia, National Visitors Survey Data compiled by Urban Enterprise

Figure 7: International Visitors – Length of Visit Average length of stay for International visitors to Melbourne’s West is 40.8 nights. Higher proportion of International visitors staying for 8 or more nights compared to Melbourne. Most likely reflects the higher proportion who visit and stay with friends and relatives. TOURISM IN MELBOURNE’S WEST – INTERNATIONAL VISITORS Source: Tourism Research Australia, International Visitors Survey Data compiled by Urban Enterprise

TOURISM IN MELBOURNE’S WEST – INTERNATIONAL VISITORS Source: Tourism Research Australia, International Visitors Survey Data compiled by Urban Enterprise Figure 8: International Visitors – Accommodation Higher proportion of international visitors staying with friends or relatives compared to metropolitan Melbourne. Smaller proportion staying in a rented house / apartment / unit / flat.

Tourism in Melbourne’s West Economic ‘Selfie’ Summary All markets showing growth - dominant markets:  Domestic Day Trips  Visiting Friends and Relatives Visitors staying in homes of friends & relatives:  Opportunities for tourism dollars to spill-over into local cafes, restaurants, food stores, retail, attractions, festivals, etc.  ‘ Food & Accommodation’ estimated to be c.13% of each tourist dollar spent. VFR Host as ‘tourism ambassador’:  ‘Discover Your Own Backyard’ approach to building business/reputation etc.

International Students & Melbourne’s West Tourism? Author:

International Student – as VFR Ambassadors Find ways to enhance their experience – connect, engage, make them proud of their ‘home’ & want to show it off Link them to employment opportunities in the tourism industry – & research……… Provide communication platforms & mediums to socially share their ‘West is Best’ experiences Encourage them to be ambassadors for the region Tie into educational events e.g. settling in, graduations Capitalise on alumni network & recognise alumni as potential return visitors ‘Discover Your Own Backyard’ approach tailored to international students

Footscray University Town Transforming Melbourne’s West Through Education

Strategic Direction Key Threads 1.Education & Skills 2.Productive Economy 3.Community Wellbeing 4.Sustained Liveability 5.Enabling Infrastructure 6.Experience & Enjoyment 7.Regional Leadership

Innovative Horizons

‘…if you view life as a form of the Olympic Games logo – a set of overlapping rings with soft edges, like pods letting you step from one to another – then you can achieve your vision’. Source: Howard Wilkins, Chair of Ayrshire Food Network + Tourism Operator

Where is Ayrshire?

Innovative Horizons Ayrshire Tourism Partnership Ayrshire Food Network Chamber of Commerce Visitors Attraction Association Cultural/ Heritage Group Consortium Tourism Training

‘…you don’t have to be big to do something rather special. It’s about thinking collaboratively. On our own we’re limited. Working with other people we are rather special.’ Source: Howard Wilkins, Chair of Ayrshire Food Network + Tourism Operator

Melbourne’s West Tourism Partnerships & Creative Combinations ‘Cross-Pollinate’ our ‘Own Backyard’