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Final Report V1

July 2013

Crossing Borders Tracks and Trails: Volume 3 Background Reference

Material

2

Table of Contents 1. Mountain Bike Trail Design and Construction Guidelines .............................................................. 3

2. Estimated Usage Of The Proposed Trails ........................................................................................ 4

Anticipated Local Resident Use of Proposed Trails........................................................................ 5

Anticipated Visitor Use of Proposed Trails ................................................................................... 10

3. Estimated Economic Impacts Of The Proposed Trails .................................................................. 14

Anticipated Direct Expenditure and Employment ....................................................................... 14

Summary of Total Expenditure and Employment ........................................................................ 16

Completing the Picture: Consideration of Case Studies ............................................................... 17

APPENDIX: Psychographic Visitor Markets .................................................................................. 19

APPENDIX: Profile of Nature-based Tourists in the Project Area ............................................... 21

3

1. Mountain Bike Trail Design and Construction Guidelines Refer next page.

4

2. Estimated Usage Of The Proposed Trails The terms of the project are to provide a high level analysis of the anticipated usage and economic impact of the proposed trails.

Limitations of the available data The accuracy of the estimates is constrained by the availability of reliable data in the following ways:

• No usage or visitor expenditure data was available for any of the trails as none of the trails currently exist.

• There is extremely limited data on the economic impact of cycling trails in Australia. In this section, case study examples are used where they can assist with the development of assumptions to guide the economic assessments.

• Very little research into cycle tourism has been conducted in Australia and Victoria, including the potential of cycling trails to generate new tourist visitation, the participation rates of different types of cycling, eg. road cycling, off-road touring, MTB.

However, an economic impact assessment of the proposed trails has been prepared using assumptions based on existing research and industry consultation. It includes estimates of resident and visitor participation, expenditure associated with trail usage, and the generation of employment as a result of the expenditure.

Methodology The assessment has involved identification of the following:

• The proportion of each LGA’s population likely to engage in the activities offered by each trail. Where the trail crosses two LGAs, participation rates for both LGAs are considered, as well as the propensity for residents to use the trail given its proximity to residential populations, difference from existing trails, etc. Both a minimum and a maximum estimate of participation are identified for each trail given the assumption that the full concept of the trail is implemented, as well as an effective communications program targeting local residents.

• Estimate of the size of the nature -based tourism (NBT) market for each LGA.

• Estimate of the size of the adventure tourism market for each LGA, and the cycle tourism market as a subset of the adventure tourism sector, for each LGA.

• Estimate of the proportion of the visitor market for each LGA that is likely to use the trail which is proposed for the LGA given a range of variables, such as the popularity of the type of cycling relevant to the trail, proximity to popular tourism townships, difference from existing trails, etc. Both a minimum and a maximum estimate of participation have been identified for each trail given the assumption that the full concept of the trail is implemented, as well as an effective marketing program.

• Estimate of the level of expenditure that each trail is likely to generate given an estimated daily spend by local residents of $3.50 associated with trail usage and $50 for visitors.

• Estimate of the level of direct and indirect employment likely to be generated by each trail given associated resident and visitor spend.

5

Anticipated Local Resident Use of Proposed Trails

Estimate of potential size of local population likely to use the trails As local residents are potentially an important part of the user groups for each trail concept. In terms of estimating the economic impact of local residents anticipated to use the proposed trails, it’s valuable to estimate the level of local participation. As the activity opportunities vary for each trail, such as cycling, walking, bushwalking, running, the following table estimates the proportion of the local population over 15 years of age which is likely to engage in the relevant activities offered by each trail at least once in the year. (Where there is a blank cell, the activity is not relevant to the trail listed.) It draws from data provided by the Participation in Exercise, Recreation and Sports Survey (ERASS) conducted by the Standing Committee on Recreation and Sport (2010 Annual Report - Victoria). When interpreting this data, it should be noted that the following assumptions have been made:

• That participation rates are the same for each LGA as they are for the Victorian LGA average

• That local residents are made aware of the trail/s in their LGA and they are easily accessible.

• That the trails are appealing to use.

• That the full concepts for the proposed trails are implemented. For the Daylesford-Macedon Ranges Rail Trail, this includes a fully off-road cycling track.

The table below estimates the maximum level of participation possible, noting that the same residents may use more than one trail in their LGA, they may use a trail frequently or rarely, or conduct different activities (eg. cycle, walk or run) on the same trail. The table reflects that an LGA may include more than one of the proposed trails.

6

ACTIVITIES RELEVANT TO TRAIL CONCEPTS

LGA Relevant Trails Population* Cycling Walking Bushwalking Running Total no. of residents likely to take part in each

activity in each LGA at least once / year

Proportion of Vic population likely to engage in activity^

12.7% 36.6% 4.6% 12.7%

Central Goldfields Shire

Cobb & Co Trail 12,496 1,587 - - - 1,587

Hepburn Shire Cobb & Co Trail 14,506 1,842 - - - 1,842

Creswick Trails 14,506 1,842 5,309 667 1,842 24,166

DMR Rail Trail 14,506 1,842 5,309 667 1,842 24,166

City of Ballarat Black Hill MTB Park 95,007 12,066 - - - 12,066

Macedon Ranges Shire

DMR Rail Trail 41,860 5,316 15,321

1,926 5,316 27,879

67,540

*Source: Australian Bureau of Statistics, 2011 available at http://home.id.com.au/id-community/public-resources ^Source: Standing Committee on Recreation and Sport, “Participation in Exercise, Recreation and Sport Survey - Annual Report 2010”

This table is not stating that 67,540 distinct residents of the local shires would use the trails. However, it is stating that this is the sum total of the number of people who would undertake the activities mentioned. As a result, some would be counted more than once if they undertake, for example, both cycling and bush walking. As not all of these people would undertake their activity on the proposed trail/s (as they could take place at another location, in the gym, at a sports club, etc.), it is important to assess the likely proportion of these residents who would use the trails, giving consideration to:

• The type of cycling that the trail offers (given that there are a range of cycling styles which require different bicycles, skills and interests, eg. road cycling, mountain biking, etc.)

• The proximity of the trail to the shire’s major towns and thus residential populations

• The number of other similar facilities already available in the area

7

The table below identifies a minimum usage of each trail by local residents based on participation rates in the activity, and anticipated likelihood of using the trail at least once a year. It also includes an estimated maximum figure of trail usage based on likelihood of repeat usage. See the ‘Assumptions’ column for considerations related to each trail. Estimated Number of Resident Visits to the Trail

LGA Anticipated Minimum number of Resident

Visits (ie. no. of residents likely to engage

in activity at least once a year)

Anticipated Maximum number of

Resident Visits (given anticipated

repeat usage)

Assumptions

Cycling Walking Bush-

walking

Running Cycling Walking Bush-

walking

Running

(i) Cobb & Co

Trail

Central

Goldfields

Shire

1587 - - - 1587 - - - • Min. 10% of cycling population due to niche nature of cycling on unsealed roads, length of ride, and popularity of other types of cycling. Trail concept includes an events program to encourage participation.

• Max. of 15% of cycling pop. to account for repeat usage. However, anticipate that a majority likely to use no more than once a year.

10% - - - 15% - - -

159 - - - 238 - - -

Hepburn

Shire

1842 - - - 1842 - - - • As above

10% - - - 15% - - -

184 - - - 276 - - -

Total anticipated usage by

residents

343 514

8

Estimated Number of Resident Visits to the Trail

LGA Anticipated Minimum number of Resident

Visits (ie. no. of residents likely to engage

in activity at least once a year)

Anticipated Maximum number of

Resident Visits (given anticipated

repeat usage)

Assumptions

Cycling Walking Bush-

walkin

g

Runnin

g

Cyclin

g

Walkin

g

Bush-

walking

Runnin

g

(ii) Creswick

Trails

Initiative

Hepburn

Shire

1,842 5,309 667 1,842 1,842 5,309 667 1,842 • Min. 35% cycling population as other cycling activities are also popular such as road cycling (reflecting cycling participation research and local industry consultation).

• Min. 2% walking, and 10% bushwalking and running populations due to availability of many other locations in the shire to use for this activity, and issues of dual usage on tracks (market research and professional experience indicates this is a deterrent for walkers).

• Max. of 55% of cycling pop. and 3-15% for other activities to account for repeat usage. There are no MTB clubs in Hepburn Shire but are 2 clubs in Ballarat (considered as part of ‘visitor’ calculations).

35% 2% 10% 10% 55% 3% 15% 15%

645 106 67 184 1,013 159 100 276


residents

1,002 1,548

(iii)

Daylesford-

Macedon

Ranges Rail

Trail

Hepburn

Shire

1,842 5,309 667 1,842 1,842 5,309 667 1,842 • Min. 50% cycling population given popularity of RTs and lack of other off-road family-oriented cycling tracks, however, other cycling activities also popular such as road cycling (anecdotal feedback from VICs and bike shops). Min of 2% for walkers as can walk at any location in the shire. Min. 50% bushwalking due to demand for bushwalking experiences in the area (anecdotal feedback from VICs); 10% of running populations due to availability of many other locations to use in the shire.

50% 2% 50% 10% 75% 3% 75% 15%

921 106 334 184 1,382 159 500 276

9

• Max. levels account for repeat usage.

Macedon

Ranges

Shire

Council

5,316 15,321 1,926 5,316 5,316 15,321 1,926 5,316 • As above

50% 2% 50% 10% 75% 3% 75% 15%

2,658 306 963 532 3,987 460 1445 797


residents

4,459 6,689

(iv) Black

Hills MTB

Park

City of

Ballarat

12,066 - - - 12,066 - - - • Min. 7% cycling population as research and anecdotal evidence suggests other cycling activities are more popular such as road cycling and family cycling on tracks.

• Max. of 25% of cycling pop. to account for repeat usage due to existence of 2 very active local MTB clubs, with weekly meets and calendar of events.

7% - - - 25% - - -

844 - - - 3,017 - - -


residents

844 3,017

10

Anticipated Visitor Use of Proposed Trails

Estimated size of the Nature-based Tourism Market per LGA

Number of Visitors participating in Nature-based Tourism per relevant LGA

Trail Day Trippers

p.a.

Sub-total Domestic Overnight

Visitors p.a.

Sub-total International Visitors

p.a

Sub-total TOTAL

Cobb & Co Trail

Central Goldfields -

117,000 x 14.7%

17,199 Central Goldfields - 47,000

x 25.8%

12,126 Central Goldfields - 1,100

x 82.1%

903 30,228

Hepburn Shire - 590,000 x

14.7%

86,730 Hepburn Shire - 268,000 x

45.5%


82.1%

4,926 213,596

Creswick Trails

Initiative


14.7%


45.5%


82.1%

4,926 213,596

Daylesford-

Macedon

Ranges Rail

Trail


14.7%


45.5%


82.1%

4,926 213,596

Macedon Ranges Shire -

757,000 x 14.7%

111,279 Macedon Ranges Shire -

135,00 x 25.8%

34,830 Macedon Ranges Shire -

3,000 x 82.1%

2,463 148,572

Black Hill MTB

Park

City of Ballarat - 1.6 mill x

14.7%

235,200 City of Ballarat - 575,000 x

17.9%

102,925 City of Ballarat - 22,536 x

89.8%

20,237 358,362

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Estimated Size of the Cycle Tourism Market per LGA Research in Victoria’s Nature-based Tourism Strategy 2008-20121 indicates that Adventure tourism, which includes cycling, is a subset of NBT (other subsets include Ecotourism, Extractive tourism, Wildlife tourism [native] and Nature retreats). Adventure tourism is undertaken by the three most popular visitor market segments for the LGAs under discussion in the following proportions of all NBT visitors (see Appendix 1 for explanations of market segments):

• Socially aware - 20%

• Visible achievers - 20%

• Traditional family life - 14%

Whilst we do not have the data which specifies the proportion of each segment which visits each LGA, it is reasonable to assume an average visitation of 18% of all NBT visitors to each LGA will be Adventure tourists. This estimate assumes that visitors participate in Adventure tourism in the LGAs at the same rate as the Victorian average. While Adventure tourism includes a wide range of activities2, the only activities qualifying as Adventure tourism that can generally be conducted in the LGAs are cycling, four wheel driving and horse riding. A product analysis indicates that out of these options, cycling is by far the most popular activity in each LGA. However, four wheel driving is also popular in Central Goldfields. We will assume a participation rate of 80% of all Adventure tourists undertake cycling in the LGAs, with 50% participation in Central Goldfields Shire. In the absence of data about which types of cycling visitors will engage in, the following estimates are made (giving consideration to the general popularity of the particular type of cycling, opportunities within the LGA to conduct that type of cycling in other locations, and proximity to primary tourist towns as visitor bases). NB: it is anticipated that a cycle tourist may undertake more than one type of cycling:

• Cobb& Co Trail (concept is cycle touring on unsealed roads in Central Goldfields and Hepburn LGAs, non-looped option, 15 other designated on/off road cycle routes in CGS that are looped; several other routes in Hepburn Shire; cycling on sealed roads and events are very popular in Hepburn Shire using Daylesford as a base, with a lower level of activity in and around Creswick) - 15% of cycling market in Central Goldfields and 2% for Hepburn

• Creswick Trails Initiative (diverse range of trails to suit wide variety of MTB activity in Hepburn LGA; would be the only facility of its type in the LGA; cycling on sealed roads also very popular in Hepburn Shire) - 25% of cycling market in Hepburn (slightly overestimated to account for tourists who visit or

live in Ballarat and would visit the trail as a daytripper)

1 Tourism Victoria, Victoria’s Nature-based Tourism Strategy 2008-2012, p.28

2 Adventure tourism activities are described in Victoria’s Nature-based Tourism Strategy 2008-2012 as including: Abseiling, ballooning, cycling, camel trekking, canoeing/kayaking, caving,

climbing, four wheel, driving, horse riding, mountain biking, mountaineering, paragliding, sea kayaking, sailing, scuba diving, skiing, skydiving, snorkelling, snowboarding, snow sports, surfing,

trail bike tours, tree climbing, trekking, rafting, sailing and boat tours, windsurfing.

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• Daylesford-Macedon Ranges Rail Trail (family-friendly off-road cycling in Hepburn and Macedon Ranges LGAs, would be the only facility of its type in the LGAs, current unmet demand for this type of cycling within current market) - 60% of cycling market in Hepburn and Macedon Ranges LGAs (slightly

overestimated to account for tourists who currently visit the LGAs and want to cycle on an off-road facility with families but cannot as none is available)

• Black Hill MTB Park (downhill and limited cross-country MTB activity in City of Ballarat, only facility of its type in the LGA, road cycling and events and family-friendly trails are very popular cycling types in the LGA) - 5% of cycling market in City of Ballarat

The figures included in the ‘Total Minimum Number of Visitors to the Trail’ column in the table below represent the level of current nature-based tourism activity in the LGA and the proportion of the cycle tourism market already visiting the shire that is most likely to use the proposed trail. As the data does not take into account new growth in visitor numbers which could occur when the trails are established and marketed, the ‘Total Maximum Number of Visitors to the Trail’ conservatively estimates the number of existing and new visitors which could be attracted to the trail.

Trail Concept LGA No. of Nature-

based tourists

No. of

Adventure

tourists

(18% of NBT)

No. of

Cycling

tourists

(80% of AT,

50% of AT in

CGS)

No. tourists likely to engage in

specific type of cycling activity

from current visitor base

Total Minimum

No. of Tourists

likely to use the

Trail

Total Maximum

No. of Tourists

likely to use the

Trail

(i) Cobb & Co

Trail

Central

Goldfields Shire

30,228 5,441 2,721 Cycle touring /

unsealed roads

(15% CGS, 2% HS)

408

1,023

2,046

Hepburn Shire 213,596 38,448 30,758 615

(ii) Creswick

Trails Initiative

Hepburn Shire 213,596 38,448 30,758 MTB - extensive

range trails (25%)

7,690 7,690 15,380

(iii) Daylesford-

Macedon

Ranges Rail

Trail

Hepburn Shire 213,596 38,448 30,758 Family friendly off-

road cycling (60%)

18,455

31,291

62,582 Macedon

Ranges Shire

148,572 26,743 21,394 12,836

(iv) Black Hill

MTB Park

City of Ballarat 358,362 64,505 51,604 Downhill & Cross

country MTB park

(5%)

2,580 2,580 5,160

13

Please note:

• More detailed research into cycle tourism activity in Australia and Victoria is required to more accurately verify the level of cycling activity which is undertaken by visitor markets, the capacity of cycling trails to generate new tourist visitation, as well as to identify the participation rates of different types of cycling, eg. road cycling, off-road touring, MTB, etc.

• These estimates of visitor participation do not account for the establishment of new high profile events which could be conducted on a trail, potentially doubling or tripling visitation and economic spend. Such estimates would have to be determined separately.

• It is also likely that a small number of tourists who are bushwalkers or runners will use the Creswick Trails Initiative and the Daylesford-Macedon Ranges Rail Trail which may further increase the anticipated visitor numbers.

• Benchmarks for visitation to other cycling trails in Victoria are difficult to identify due to a lack of reliable data. Following are some examples that have been documented but evidence supporting the estimations is generally unavailable:

o Rail Trails3: Bellarine Rail Trail (59,190-118,380 p.a.); Old Beechy Rail Trail (12, 530-25,060); Port Fairy-Warrnambool Rail Trail (20,000-40,000);

o MTB Trails4: Forrest MTB Hub (5,000-7,200 pa.); You Yangs Regional Park (70,000 p.a. based on Parks Victoria data; very close to Geelong and Melbourne).

3Inspiring Place & Robin Crocker & Assoc., Barwon South West Regional Trails Master Plan, 2009 4Ibid.

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3. Estimated Economic Impacts Of The Proposed Trails

Anticipated Direct Expenditure and Employment

The following section estimates the economic impact of the proposed trails based on anticipated usage by local residents and tourists and the level of expenditure associated with this visitation. There are many studies that have identified levels of expenditure by local residents and visitors using a trail. However, they are often very limited in scope and inconsistent in their findings. A few of the results from different studies include: According to Bicycle Network Victoria (www.bicyclenetwork.com.au):

• Cyclist on the Murray to Mountain Rail Trail in north-eastern Victoria are spending an average $244 a day compared to the $159 average spend of other travellers in the region5. (note that this study only surveyed visitors during an Easter long weekend).

• Expenditure on the East Gippsland Rail Trail is $69 per person per day and the study concluded that $51 per person per day was an appropriate factor to calculate economic benefit.6

The Barwon South West Regional Trails Master Plan, 20097, selected expenditure figures of $2 per local resident and $10 per tourist for each trail based on:

• Judgement of likely spend (given the high use by local residents for regular recreation) and past survey findings (e.g. Mundaring Shire Council research in WA during 2001 indicated an average $1.44 spend per person per visit). No allowance has been made for the purchase of recreational equipment, if required for the trail, and it is assumed that most local users would be using this equipment on trails/activities other than the regional trails over a extended time period.

• The average spend of $10 per person per trip is considered to be a realistic average spend based on review of past surveys and experience. It assumes that the majority of visitors will be undertaking limited time on the regional trails as part of their overall visitor experience and that applying the average spend compensates for the smaller number of visitors where the trail is the main purpose of the visit.

The Loddon Mallee Significant Regional Trails Strategy, 20108, selected figures of $2-$5 per local resident, $10-25 per domestic day visitor, $50 per domestic overnight visitor, and $50 for international overnight visitors based on:

5 Beeton, S. (2009) Cycling in Regional Communities: A Longitudinal Study of the Murray to Mountains Rail Trail, Victoria, Australia, Research Report, La Trobe University, Bundoora

6 Beeton, S, Research, LaTrobe University, 2003

7 Ibid

8 Community Vibe, K. Klein & M Elliott, Loddon Mallee Regional Trails Strategy, for Loddon Mallee Trails Network, 2010

15

• Limited research related to trail expenditure by local residents, and awareness that refreshments, etc. are often purchased in relation to trail usage

• Domestic overnight visitors - Tourism Research Australia figures for daily spend of domestic overnight nature-based tourism markets is $156 per day. Assume that a trail based activity takes up 1/3 of daily spend.

• International overnight visitors - Tourism Research Australia figures indicate that international overnight visitors who are nature-based tourists spend $148 per day. Assume that a trail based activity takes up 1/3 of daily spend.

In the context of the information above, we will assume an average spend per local resident trip of $3.50 and an average spend per tourist of $50 on their trail experience. This latter figure accounts for the fact that some visitors will spend an hour or two on a trail as part of a broad range of experiences, and others will dedicate their day to the trail activity. A general understanding within the tourism industry is that an expenditure of about $80,000 per annum will directly create the equivalent of one job and a multiplier of 1.3 will create indirect employment within the region.

Trail

Local Residents Visitors Total Direct Spend

Range per

annum

Direct Employment

Impact

per annum

Minimum No. Uses

Min. Estimated

spend*

Maximum No. Uses

Max. Estimated

Spend*

Minimum No.

Min. Estimated

spend^

Maximum No.

Max. Estimated

Spend^

(i) Cobb & Co Trail

343 $1,200 514 $1,780 1,023 $51,000 2,046 $0.10 mill $0.05 mill-$0.10 mill

½-1 job

(ii) Creswick Trails Initiative

1,002 $3,507 1548 $5,418 7,690 $0.38 mill 15,380 $0.77 mill $0.38 mill-$0.77 mill

5-10 jobs

(iii) Daylesford-Macedon Ranges Rail Trail

4,459 $15,606 6,689 $23,411 31,291 $1.56 mill 62,582 $3.13 mill $1.56 mill - $3.15 mill

20-39 jobs

(iv) Black Hill MTB Park

844 $2,954 3,017 $10,560 2,580 $0.13 mill 5,160 $0.26 mill $0.13 mill - $0.28 mill

1.5-3 jobs

TOTAL $2.12 mill - $4.30 mill

27-54 jobs

* Estimated spend per resident: $3.50 ^ Estimated spend per visitor: $50

16

Summary of Total Expenditure and Employment

While direct expenditure for each trail and associated employment has been calculated above, the flow-on benefits to local communities through the re-spending of these funds within the communities can also provide further economic benefits to the local area. A commonly used multiplier to identify direct and indirect expenditure for the tourism industry is 1.3. This produces the following results: (i) Cobb & Co Trail - $0.07mill - $0.13 mill equating to ½-1.5 job

(ii) Creswick Trails Initiative 9- $0.49 mill - $1.00 mill equating to 6-12.5 jobs

(iii) Daylesford-Macedon Ranges Rail Trail - $2.03 mill - $4.10 mill equating to 25-51 jobs

(iv) Black Hill MTB Park - $0.17 mill - $0.36 mill equating to 2-4.5jobs

All projects combined could generate an estimated $2.76 million to $5.59 million spend in the region, resulting in 34-69 jobs per annum.

9 An investigation into the financial feasibility of operating a training facility as part of the Creswick Trails Initiative proposal should be undertaken. Given the complexity of the financial, management and

operational considerations that would be relevant to the concept, it requires a level of investigation that is beyond the parameters of this study.

Draft Report, February 2013

Completing the Picture: Consideration of Case Studies

Local

Novotel Forest Resort Creswick, Victoria

As a result of a partnership with event organiser, In2Adventure, Novotel Forest Resort Creswick has hosted several MTB / triathlon events which have been a significant drawcard for the town and district. These include:

• Dirt Fest Victoria & Victorian Dirt Master Championships

• Tre-X Off Road Triathlon Victoria Race 1

• Mountain Designs Adventure Race Australia

• Each event has attracted between 50 and 150 people, with approximately 30% staying at least one night at the resort (which houses the Grand Mercure and Novotel properties) and many others staying in nearby accommodation, dining at local restaurants, etc.

• Some of the events are hosted during off-peak months which supports the viability of the local tourism industry.

• At present, the event courses are located on the resort’s property. The golf course has to close while the event is in operation. If a more extensive series of trails is developed off-site, the golf course could still operate during MTB events maintaining visitation by the golfing market. Also, an off-site course would increase the potential for Creswick to attract larger events with greater benefits to the township.

Forrest Brewing Company, Forrest, Victoria

Forrest, located in the Otways, Victoria, has seen a revitalisation of its tourism industry since the opening of the Forrest Mountain Bike Trails less than a decade ago.

For the Forrest Brewing Company (micro-brewery and café) which opened in late 2010, the trails have proved to be a business lifeline, generating nearly 60% of weekend trade from November to June.

In addition, for three MTB events each year, the brewery provides a full catering service for participants, providing meals for up to 400 riders.

A variety of MTB clubs from around Victoria also visit Forrest throughout the year to enjoy the trails, with many organising to have all meals prepared by the brewery.

Since the opening of the MTB trails, the on-road cycling market has also been attracted to Forrest. Cycle clubs regularly conduct rides in the area and often stay at or conduct day visits to Forrest.

A bike shop, The Corner Store, has just been opened in Forrest by World Champion MTB cyclist and Forrest resident, Jessica Douglas.


International Mountain Biking

• Wales, UK – In Wales the Forestry Commission UK has constructed and actively manages five purpose-built mountain bike parks. These parks are all on public land and were constructed with the purpose of generating local economic benefits and employment. In 2004 the five parks generated a total visitation of approximately 146,000 people. Of this, 133,000 were visitors from outside the region and their expenditure is estimated at £3.3 million;

• The Seven Stanes, Scotland, UK centres constructed by the Forestry Commission Scotland, beginning in 2001. There are now over 400km of purpose built mountain bike trails, which collectively attract over 400,000 mountain bikers per annum, making the Seven Stanes Scotland’s 11th most potourist attraction. The project cost over £3.6m ($A7.8m) to construct, but has returned £9.3m ($A20m) in expenditure and created over 200 full time jobs since 2002;

• Moab, Utah, USA – The iconic ‘Slickrock Trail’ had over 120,000 riders in 1998. Thethis trail alone was estimated at US$8.5 million;

• Fruita, Colorado, USA – The small town of Fruita, Colorado has over 50,000 mountain biking visitors per year with target customers spending US$130

10

From a presentation titled ‘7stanes project, South of Scotland

Cartner, Tracks and Trails Conference, April 2008.

11 Koepke . J, ‘Exploring the Market Potential for Yukon Mountain Bike Tourism’

12 Ibid

Murray to Mountains Rail Trail, Victoria

Research undertaken by Dr Sue Beeton of La Trobe University indicated that the 8,500 users of the Murray to Mountains Trail over the Easter weekend in 2006 contributed $2,141,400 of direct expenditure to the region, whilst the cost to construct the trail thus far is approximately $6 million (with further works still to occur). The equivalent of 21 full timejobs was also created during the Easter weekend. Dr Beeton’s research indicates that the average daily contribution of people using the Murray to Mountains Trail during Easter 2006 was $258.00 per person (not including multipliers), or $482.94 (includin Source: Beeton, Dr Sue, La Trobe University,

Mountains Trail, Victoria, Australia (2006)

As referenced in the Loddon Mallee Regional Trails Strategy,2009, by Community Vibe,

International Mountain Biking

the Forestry Commission UK has constructed and actively manages built mountain bike parks. These parks are all on public land and were

constructed with the purpose of generating local economic benefits and employment. In enerated a total visitation of approximately 146,000 people. Of this,

133,000 were visitors from outside the region and their expenditure is estimated at £3.3

The Seven Stanes, Scotland, UK – The Seven Stanes are seven different mountain bike traicentres constructed by the Forestry Commission Scotland, beginning in 2001. There are now over 400km of purpose built mountain bike trails, which collectively attract over 400,000 mountain bikers per annum, making the Seven Stanes Scotland’s 11th most potourist attraction. The project cost over £3.6m ($A7.8m) to construct, but has returned £9.3m ($A20m) in expenditure and created over 200 full time jobs since 2002;10

The iconic ‘Slickrock Trail’ had over 120,000 riders in 1998. Thethis trail alone was estimated at US$8.5 million;11

The small town of Fruita, Colorado has over 50,000 mountain biking visitors per year with target customers spending US$130-170 per day.12

From a presentation titled ‘7stanes project, South of Scotland - Mountain biking for Rural Regeneration’ given by Julie

April 2008.

‘Exploring the Market Potential for Yukon Mountain Bike Tourism’, Cycling Association of Yukon, 2005

Murray to Mountains Rail Trail, Victoria

Research undertaken by Dr Sue Beeton of La Trobe University indicated that the 8,500 users to Mountains Trail over the Easter weekend in 2006 contributed $2,141,400

of direct expenditure to the region, whilst the cost to construct the trail thus far is approximately $6 million (with further works still to occur). The equivalent of 21 full timejobs was also created during the Easter weekend.

Dr Beeton’s research indicates that the average daily contribution of people using the Murray to Mountains Trail during Easter 2006 was $258.00 per person (not including multipliers), or $482.94 (including multipliers).

Source: Beeton, Dr Sue, La Trobe University, Regional Communities and Cycling: the Case of the Murray to the

Victoria, Australia (2006)

As referenced in the Loddon Mallee Regional Trails Strategy,2009, by Community Vibe, K. Klein & M Elliott

the Forestry Commission UK has constructed and actively manages built mountain bike parks. These parks are all on public land and were

constructed with the purpose of generating local economic benefits and employment. In enerated a total visitation of approximately 146,000 people. Of this,

133,000 were visitors from outside the region and their expenditure is estimated at £3.3

The Seven Stanes are seven different mountain bike trail centres constructed by the Forestry Commission Scotland, beginning in 2001. There are now over 400km of purpose built mountain bike trails, which collectively attract over 400,000 mountain bikers per annum, making the Seven Stanes Scotland’s 11th most popular tourist attraction. The project cost over £3.6m ($A7.8m) to construct, but has returned

10

The iconic ‘Slickrock Trail’ had over 120,000 riders in 1998. The value of

The small town of Fruita, Colorado has over 50,000 mountain biking

eration’ given by Julie

Cycling Association of Yukon, 2005

Research undertaken by Dr Sue Beeton of La Trobe University indicated that the 8,500 users to Mountains Trail over the Easter weekend in 2006 contributed $2,141,400

of direct expenditure to the region, whilst the cost to construct the trail thus far is approximately $6 million (with further works still to occur). The equivalent of 21 full time

Dr Beeton’s research indicates that the average daily contribution of people using the Murray to Mountains Trail during Easter 2006 was $258.00 per person (not including

Regional Communities and Cycling: the Case of the Murray to the

K. Klein & M Elliott


19

APPENDIX: Psychographic Visitor Markets

The Young Optimist, Socially Aware, Visible Achiever and Traditional Family Life segments offer the best potential for visitation to selected trails in the Crossing Borders project. Below is an outline of some of the characteristics of these markets.

TARGET

MARKETS13

DEMOGRAPHIC PSYCHOGRAPHIC HOLIDAY PREFERENCES ORIGIN

Young Optimists • Young and

progressive

• 18-24 years

• Experiential

lifestyle

• Seek new and

different things

• Trend setters

• Fixed budget;

• Money to enjoy themselves at destination;

• Plan the basics;

• Need to know basic costs;

• Hotels, Backpackers;

• New experiences; action, adventure

activities, nightlife, social activities,

beach/surfing; music/concerts, festivals, fun,

nature.

• Melbourne

• Regional Victoria;

• Interstate – Adelaide and

South Australia, Brisbane,

Sydney;

• International – independent

travellers, especially from UK,

Germany, ‘Other Europe’,

North America

Socially Aware

• 35-49 years;

• ‘Upmarket’

professionals;

• Wealth

managers.

• Social issues

oriented;

• Politically/

community

active.

• Flexibility;

• Use information & planning guides;

• Boutique 4-5 star hotels;

• Short break retreat; fly-drive/touring break;

• Enjoy exploring & experiencing new and

different;

• Enjoy bushwalking, nature, cycling, cultural

events, art galleries, wineries, marine wildlife,

heritage

• Melbourne;




Sydney;




North America

13

Roy Morgan market segments in association with the Horizon Network, Tourism Victoria


20

TARGET

MARKETS14

DEMOGRAPHIC PSYCHOGRAPHIC HOLIDAY PREFERENCES ORIGIN

Visible Achievers • 35-49 years;

• Good family

living;

• Wealth creators.

• Success and

career driven;

• Recognition and

status seekers.

• Quality and value for money;

• Consistency and no surprises in planning;

• Spend time together on family holiday;

• Boutique hotels;

• Weekend getaways;

• One or two destination break

• Enjoy arts/ cultural/sports events, golf,

national parks, restaurants, wineries,

beaches, children’s activities.

• Melbourne;




Sydney;




North America

Traditional Family Life • Retired, middle

aged - seniors

• Passive income

earners.

• Family focused

lives;

• Cautious of new

things.

• Budgeted holiday;

• Security, safety and reliability;

• Hotels/motels;

• Advanced planning;

• Require detailed information on routes and

accommodation;

• Increase knowledge;

• Doing things haven’t had a chance to do yet;

• Relive the past;

• Interpretive;

• Touring holiday - self drive or coach;

• Special Interest;

• Coach tours;

• Nature;

• Gourmet food trails;

• Fishing.

• Melbourne;




Sydney;




North America

14

Roy Morgan market segments in association with the Horizon Network, Tourism Victoria


21

APPENDIX: Profile of Nature-based Tourists in the Project Area

Prepared by Street Ryan & Associates using data from Tourism Research Australia and Tourism Victoria. VICTORIA15

International Visitors

• In the year ended June 2011, around 1.2 million international nature-based tourists visited Victoria staying 29.9 million nights, or 24.5 nights per visitor. This represented 68% of all international overnight visitors to the State.

• The average length of stay of international nature based tourists to Australia was 42.1 nights, compared with 25.5 nights for all international visitors.

• International nature based visitors to Victoria mostly

o travel alone (47%, compared with 56% of all international visitors to Australia)

o stay between 1 and 9 nights (54%, compared with 46% for all international visitors to Australia)

o visit for holiday (55%, compared with 45%) o stay in a rented house, apartment, unit or flat (39%, the same as for all

international visitors to Australia) o are aged between 25 and 44 years (41%, the same as the average for all

international visitors to Australia)

• 42% go bushwalking or on rainforest walks compared with 35% of all international visitors to Australia.

Domestic Visitors

• In the year ended June 2011, 3.5 million daytrips were undertaken to and within Australia by domestic nature-based visitors, and 2.9 million domestic overnight nature based visitors stayed in Victoria for a total of 10.8 million nights at an average length of stay of 3.8 nights.

• Domestic overnight nature based visitors to Victoria mostly are o aged between 25 and 44 years (41%, compared with 36% for all international

visitors to Australia) o parents (43%, compared with 39%) o in the Roy Morgan “Visible Achievement” values segment (22%, compared with

21%) o visiting for holiday or leisure (72%, compared with 43%) o travelling in a family group (31%, compared with 24%) o stay from 1 to 3 nights (61%, compared with 68%) o stay with friends or relatives (33%, compared with 37%) o visit during summer (30%).

• Over half (52%) go bushwalking or on rainforest walks.

15

SOURCE: Tourism Victoria, Nature Based Tourism Market Profile Year Ending June 2011


22

CITY OF BALLARAT

Domestic Day Trippers

In the year ended June 201216, the City of Ballarat attracted 1.6 million day trips, an increase of

9.5% over the previous year. Of these,

• all were from Victoria with 44.4% from Melbourne

• 36.1% were aged from 45 to 64 years with a further 20.9% aged 65+. This is an older profile than visitors to Victoria and Australia overall, where 33.2% and 33.5% respectively were aged 45 to 64 and the majority age group in both instances was 25 to 44

• 40.4% were visiting for holiday or leisure and a further 34.3% were visiting friends and relatives. The proportion visiting for holiday or leisure in Ballarat is substantially less than for both Victoria and Australia (48% and 46.5% respectively).

Estimates of the number participating in outdoor or nature based activities whilst visiting Ballarat are not available. However, the Local Government Areas of Ballarat, Central Goldfields, Hepburn and Macedon combined attracted 449,000 day trippers who participated in outdoor or nature based activities, indicating that 14.7% of all domestic day trippers to the region participate in outdoor or nature based activities. This is slightly less than the proportion of day trippers to Victoria and Australia who participate in outdoor or nature based activities (15.4% and 16.4% respectively). Modelled data by Tourism Research Australia (TRA)17 estimates that day trippers to regional

Victoria spent, on average, $90 per day per visitor in the year ended June 2012. Of course this is unlikely to be spent evenly across all tourism regions. Tourism Victoria, in assessing expenditure per campaign region for the year ended December 201018, estimated that daily

expenditure in the Goldfields Region (which encompasses Ballarat) was 10.7% higher than the regional Victorian average. Assuming this relationship still holds, average expenditure per day tripper in the Goldfields region in 2012 is likely to be $99.64. However, this may overstate expenditure in Ballarat as some visitors may have visited Ballarat and other places within the Goldfields region with some of their expenditure being made outside Ballarat. Overall, the range of expenditure by day trippers to Ballarat based on TRA and Tourism Victoria data is from $143.8 million to $159.2 million. Using a mid point in the range, estimated day tripper expenditure is $151.5 million. Domestic Overnight Visitors

Domestic overnight visitors to Ballarat in the year ended June 2012 totalled 575,000 up 19.1% on the previous year. They stayed a total of 1.4 million visitor nights at an average of 2.3 nights per visitor. The average length of stay is also up slightly on the previous year (2.2 nights). Key characteristics of domestic overnight visitors to Ballarat include

• most (38.4%) are aged 25 to 44 years followed by 30.4% aged from 45 to 64. The age distribution of visitors to Ballarat is similar to, but slightly younger than, that throughout Victoria and Australia, although Ballarat had a greater proportion of visitors aged 65+ than both Victoria and Australia (16.9% compared with 14.1% and 13.7% respectively)

16

SOURCE: Tourism Research Australia, Unpublished Data from the National Visitors Survey and International Visitor Survey, Year Ended

June 2012 17

SOURCE: Tourism Research Australia, Travel by Australians-June 2012 Quarterly Results of the National Visitor Survey 18

SOURCE: Tourism Victoria, Domestic Tourism Expenditure in Victoria, Year Ending December 2000-2010


23

• the age group with the longest average length of stay is 65+ (3.3 nights compared with 2 nights for those aged 25 to 44)

• 17.9% participate in outdoor or nature based activities, compared with 28.5% throughout Victoria and 32.8% throughout Australia, indicating a significantly lower participation rate in Ballarat

• around half (49.6%) domestic overnight visitors originate in Melbourne

• most (41.7%) stay with friends or relatives, slightly higher than the State and national averages of 40.9% and 40.5% respectively

• a similar proportion (41.9%) are travelling to Ballarat to visit friends and relatives. This is significantly higher that the State and National averages of 34.6% and 35.4% where, in both instances, the majority of domestic overnight visitors were travelling for holiday or leisure

• 43.8% were travelling with friends or family groups, slightly higher than the State and national averages of 41.2% and 40.3% respectively

Based on the same methodology outlined above in estimating day tripper expenditure, total expenditure (excluding airfares and long distance transport costs) by domestic overnight visitors to Ballarat is estimated at $153.7 million. International Visitors

For the year ended June 2011 Ballarat attracted 22,536 international overnight visitors staying 287,730 visitor nights at an average of 12.8 nights per visitor. The number of international overnight visitors to Ballarat increased by 9.5% over the previous years, but the number of international visitor nights grew by 36.6%, with the average length of stay rising from 10.2 to 12.8 nights. This is a substantially higher rate of growth in both visitors and visitor nights than occurred throughout Victoria and Australia. In Victoria, for example, total international visitors increased by 3.6% in 2012 and international visitor nights by 6.4%. For Australia, the rate of change was 1.4% and 4.1% respectively. The characteristics of international visitors to Ballarat are summarised as follows.

• Most (42.6%) are aged 45 to 64. The dominant age group amongst international overnight visitors to Victoria and Australia is 25 to 44 (at 41% and 41.7% respectively).

• Just less than one third (30.6%) originate from other than the United Kingdom, Europe and Asia. Most visitors to Victoria are from China, closely followed by New Zealand and most visitors to Australia are from New Zealand, followed by the United Kingdom.

• 89.8% participate in outdoor or nature based activities, substantially higher than the rate of participation in both Victoria (74.9%) and Australia (71.8%). Further, the rate of participation in outdoor or nature based activities in Ballarat has increased from 77.1% the previous year, whereas the rates of participation in Victoria and Australia have remained relatively static.

• 40% stay at a hotel, resort motel etc, compared with 49% for Victoria and 52% for Australia.

• Over half (54.6%) visit Ballarat for holiday/pleasure, higher than both the State and national averages of 49.7% and 51.2% respectively.

• 37.1% travel unaccompanied and a further 32.1% travel as an adult couple. Quite a different pattern is evident for Victoria and Australia, where 53.1% of visitors to Victoria travel unaccompanied and 20.8% travel as an adult couple. Results for Australia are similar at 55.5% and 20% respectively.


24

TRA modelling suggests that total expenditure (excluding package tours and prepaid international airfares) per international visitor per night in regional Victoria for the year ended June 2012 was $69. This suggests a total expenditure in Ballarat of the order of $19.9 million. No data is available to assess differences in expenditure across campaign regions. HEPBURN SHIRE Domestic Day Trippers

A total of 590,000 day trippers visited Hepburn Shire in the year ended June 201219. This

represented an increase of 8.1% over the previous year. Of these,

• 99.5% were from Victoria, and 63.6% from Melbourne

• 57.8% were visiting for holiday or leisure. This is a significant decline on the previous year when the proportion visiting for holiday or leisure was 74.7%. However, it is still higher than corresponding results for Victoria and Australia in 2012 where 48% and 46.5% were visiting for holiday or leisure.

Data on the age breakdown for day visitors to Hepburn is not available. However, the age

structure of day visitors to Hepburn, Macedon Ranges and Central Goldfields combined suggests

that visitors to this area have an older age profile than day trippers to Victoria and Australia

overall with

• 39.1% were aged 45 to 64, compared with 33.2% and 33.5%

• 43.4% were aged 15 to 44, compared with 49.4% for Victoria and 49.8% for Australia Estimates of the number participating in outdoor or nature based activities whilst visiting Ballarat are not available. However, the Local Government Areas of Ballarat, Central Goldfields, Hepburn and Macedon combined attracted 449,000 day trippers who participated in outdoor or nature based activities, indicating that 14.7% of all domestic day trippers to the region participate in outdoor or nature based activities. This is slightly less than the proportion of day trippers to Victoria and Australia who participate in outdoor or nature based activities (15.4% and 16.4% respectively). Total expenditure by domestic day trippers to Hepburn in 2012 is estimated at $48 million. Domestic Overnight Visitors

Total domestic overnight visitors to Hepburn Shire in the year ended June 2012 was 268,000 staying 567,000 nights at an average of 2.1 nights per visitor. The number of domestic overnight visitors remained roughly the same as the previous year, while the number of visitor nights dropped by 13.7%, resulting in the average length of stay dropping from 2.5 to 2.1 nights. Of these visitors,

• 32.8% are aged 45 to 64, slightly less than the Victorian and Australian averages of 34.8% and 35.1%

• 89.6% are from Victoria and 67.5% from Melbourne

• 45.5% participated in outdoor or nature based activities. This is significantly higher than the State and national averages of 28.5% and 32.8% respectively

19

SOURCE: Tourism Research Australia, Unpublished Data from the National Visitors Survey and International Visitor Survey, Year Ended

June 2012


25

• over two third (66.8%) visit for holiday or leisure. This, also, is substantially higher than the State and national averages of 46.2% and 42.2% respectively

• almost half (49.6%) stay in “other” accommodation (including rented house or apartment, caravan park or camping, guest house or B&B own property), compared with 29.6% for Victoria and 36.8% for Australia

• most (40.7%) travel with friends or as a family group. This is similar to the State and national average

Total expenditure by domestic overnight visitors to Hepburn Shire in 2012 is estimated at $67.4 million. International Overnight Visitors

No data on international overnight visitors is available for Hepburn Shire. However, if Hepburn attracted the same proportion of international overnight visitors as it does domestic overnight visitors to the region excluding Ballarat, the number of international overnight visitors would be around 6,000 staying 79,300 visitor nights. Further, some insights into the characteristics of international overnight visitors to Hepburn Shire can be provided by Tourism Victoria’s Market Profile for the tourism campaign region of Daylesford and Macedon Ranges (which includes Hepburn Shire, Macedon Ranges Shire and Moorabool Shire). It shows that the campaign region attracted 10,900 international overnight visitors. Of these,

• most (39%) are aged 45 to 64 years

• 43% visit friends or relatives

• almost half (47%) stay from 1 to 3 nights

• 39% travel as an adult couple and 38% travel alone

• 17% participate in bushwalking/rainforest walks. This is slightly less than the average for regional Victoria in that year (19%).

Overall, 82.1% of international overnight visitors to Hepburn Shire, Macedon Ranges and Central Goldfields combined participate in outdoor or nature based activities. This is higher than the State and national averages (74.9% and 71.8% respectively). Total expenditure by international overnight visitors to Hepburn Shire in 2012 is estimated at $5.5 million.


26

MACEDON RANGES SHIRE Domestic Day Trippers

In the year ended June 201220, 757,000 domestic day trippers visited Macedon Ranges Shire, all of whom were from Victoria and 79.7% were from Melbourne. The number of day trippers to the Shire was up 16.5% on the previous year. No other data on the characteristics of day trippers to Macedon Shire is available. However, the age structure of day visitors to Hepburn, Macedon Ranges and Central Goldfields combined suggests that visitors to this area have an older age profile than day trippers to Victoria and Australia overall with:

• 39.1% aged 45 to 64, compared with 33.2% and 33.5%

• 43.4% aged 15 to 44, compared with 49.4% for Victoria and 49.8% for Australia. Similarly, the purpose of visit profile for visitors to Macedon Ranges and Central Goldfields Shires combined suggests that 46% visit for holiday or leisure. This compares with 48% for Victoria and 46.5% for Australia. Estimates of the number participating in outdoor or nature based activities whilst visiting Ballarat are not available. However, the Local Government Areas of Ballarat, Central Goldfields, Hepburn and Macedon combined attracted 449,000 day trippers who participated in outdoor or nature based activities, indicating that 14.7% of all domestic day trippers to the region participate in outdoor or nature based activities. This is slightly less than the proportion of day trippers to Victoria and Australia who participate in outdoor or nature based activities (15.4% and 16.4% respectively). Total expenditure by domestic day trippers to Macedon Ranges in 2012 is estimated at $61.6 million. Domestic Overnight Visitors

The total number of domestic overnight visitors to Macedon Ranges Shire for the year ended June 2012 was 135,000. This is down 10% on the previous year. Total domestic visitor nights was 303,000 down 15.4% on the previous year resulting in the average length of stay dropping from 2.4 to 2.3 nights. Of these visitors,

• 88.9% were from Victoria

• 64.4% stayed with friends or relatives, compared with 40.9% for Victoria and 40.5% for Australia.

No other domestic overnight visitor characteristics are available for Macedon Ranges Shire. However, results for Macedon Ranges and Central Goldfields Shires combined suggest:

• 25.8% participated in outdoor or nature based activities (28.5% for Victoria and 32.8% for Australia)

• 37.9% visit for holiday or leisure (46.2% for Victoria and 42.2% for Australia)

• 47.8% travel with friends or as a family group (41.2% for Victoria and 40.3% for Australia)

20

Ibid.


27

Total expenditure by domestic overnight visitors to Macedon Ranges in 2012 is estimated at $36.0 million. International Overnight Visitors

No data on international overnight visitors is available for Macedon Ranges. However, if the Shire attracted the same proportion of international overnight visitors as it does domestic overnight visitors to the region excluding Ballarat, the number of international overnight visitors would be around 3,000 staying 42,400 visitor nights. Further, some insights into the characteristics of international overnight visitors to Hepburn Shire can be provided by Tourism Victoria’s Market Profile for the tourism campaign region of Daylesford and Macedon Ranges (which includes Hepburn Shire, Macedon Ranges Shire and Moorabool Shire). It shows that the campaign region attracted 10,900 international overnight visitors. Of these,





• 17% participate in bushwalking/rainforest walks slightly less than the average for region Victoria in that year (19%).

Overall, 82.1% of international overnight visitors to Hepburn Shire, Macedon Ranges and Central Goldfields combined participate in outdoor or nature based activities. This is higher than the State and national averages (74.9% and 71.8% respectively). Total expenditure by international overnight visitors to Macedon Ranges in 2012 is estimated at $2.9 million. CENTRAL GOLDFIELDS SHIRE No data is available for Central Goldfields Shire. However, estimates21 have been derived by taking the difference between data for all four LGAs combined and that provided for Ballarat, Hepburn and Macedon Ranges. It should be noted that these estimates are likely to understate the

level of visitation to Central Goldfields. They suggest the following:

Domestic Day Trippers

• Total number of domestic day trips to Central Goldfields Shire for the year ended June 2012 was 117,000.

• The age structure of day visitors to Hepburn, Macedon Ranges and Central Goldfields combined suggests that visitors to this area have an older age profile than day trippers to Victoria and Australia overall with o 39.1% were aged 45 to 64, compared with 33.2% and 33.5% o 43.4% were aged 15 to 44, compared with 49.4% for Victoria and 49.8% for

Australia.

• The purpose of visit profile for visitors to Macedon Ranges and Central Goldfields Shires combined suggests that 46% visit for holiday or leisure. This compares with 48% for Victoria and 46.5% for Australia.

21

Ibid.


28

Estimates of the number participating in outdoor or nature based activities whilst visiting Ballarat are not available. However, the Local Government Areas of Ballarat, Central Goldfields, Hepburn and Macedon combined attracted 449,000 day trippers who participated in outdoor or nature based activities, indicating that 14.7% of all domestic day trippers to the region participate in outdoor or nature based activities. This is slightly less than the proportion of day trippers to Victoria and Australia who participate in outdoor or nature based activities (15.4% and 16.4% respectively). Total expenditure by daytrippers to Central Goldfields in 2012 is estimated at $11.1 million Domestic Overnight Visitors

• Total number of domestic overnight visitors to Central Goldfields Shire was 47,000 staying 108,000 visitor nights at an average length of stay of 2.3 nights.

• Results for Macedon Ranges and Central Goldfields Shires combined suggest o 25.8% participated in outdoor or nature based activities (28.5% for Victoria and 32.8%

for Australia) o 37.9% visit for holiday or leisure (46.2% for Victoria and 42.2% for Australia) o 47.8% travel with friends or as a family group (41.2% for Victoria and 40.3% for

Australia) Total expenditure by domestic overnight visitors to Central Goldfields in 2012 is estimated at $12.3 million. International Overnight Visitors

No data on international overnight visitors is available for Central Goldfields. However, if the Shire attracted the same proportion of international overnight visitors as it does domestic overnight visitors to the region excluding Ballarat, the number of international overnight visitors would be around 1,100 staying 15,100 visitor nights. Further, some insights into the characteristics of international overnight visitors to Hepburn Shire can be provided by Tourism Victoria’s Market Profile for the tourism campaign region of Daylesford and Macedon Ranges (which includes Hepburn Shire, Macedon Ranges Shire and Moorabool Shire). It shows that the campaign region attracted 10,900 international overnight visitors. Of these,





• 17% participate in bushwalking/rainforest walks slightly less than the average for regional Victoria in that year (19%).

Overall, 82.1% of international overnight visitors to Hepburn Shire, Macedon Ranges and Central Goldfields combined participate in outdoor or nature based activities. This is higher than the State and national averages (74.9% and 71.8% respectively). Total expenditure by international overnight visitors to Central Goldfields in 2012 is estimated at $1.0 million.

Year Ended June 2012

Ballarat Hepburn Macedon Ranges

Central Goldfields

Total Region

Victoria Australia

Day Trippers

No. (000) 1,598 590 757 117 3,062 7,693 28,358

Purpose - Holiday or Leisure

40.4% 57.8% 49.8% 49.8% 45.3% 48.0% 46.5%

Age 45-64 36.0% 39.1% 39.1% 39.1% 37.5% 33.2% 33.5%

From Melbourne

44.4% 63.6% 79.7% 42.7% 56.8% 58.9% 15.7%

Participated in Outdoor or Nature Based Activities

na na na na 14.7% 15.4% 16.4%

Total Day Tripper Expenditure ($m)

151.5 48.0 61.6 11.1 272.2 4,417 17,544

Domestic Overnight Visitors

No. (000) 575 268 135 47 1,025 18,261 75,119

Visitor Nights (000)

1,350 567 303 108 2,328 54,920 283,976

Average Length of Stay (nights)

2.3 2.1 2.3 2.3 2.3 3.0 3.8

Purpose - Holiday or Leisure

38.8% 66.8% 37.9% 37.9% 46.0% 49.4% 46.1%

Travelled with Friends or as Family Group

43.8% 40.7% 47.8% 47.8% 43.7% 41.2% 40.3%


17.9% 45.5% 25.8% 25.8% 26.5% 28.5% 32.8%

Total Domestic Overnight Visitor Expenditure ($m)

153.7 67.4 36.0 12.3 269.4 8,539 42,459

International Overnight Visitors

No. (000) 22.5 6.0 3.0 1.1 32.6 1,1776.8 5,537.0

© Insight Leisure Planning 2013 | Final Report V3 V1

Crossing Borders Tracks and Trails: Volume 3 Background Reference Material

Visitor Nights 287.7 79.3 42.4 15.1 424.5 44,094.1 197,241.3

Average Length of Stay (nights)

12.8 13.2 14.1 13.7 13.0 24.8 25.3


89.8% 82.1% 82.1% 82.1% 87.5% 74.9% 71.8%

Total Estimated International Overnight Expenditure ($m)

19.9 5.5 2.9 1.0 29.3 4,215 17,196

SOURCE: Tourism Research Australia, Unpublished Data from the National Visitors Survey and International Visitor Survey, Year Ended June 2012 Street Ryan Estimates (in red)

Crossing Borders Tracks and Trails: Volume 3 Background Reference Material

Contact us:

Jayson Moran

[email protected]

0413 475 998

Melbourne

Suite 129/199 Toorak Road

South Yarra

VIC 3141

www.insightleisureplanning.com.au

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