Inverloch & Wonthaggi Join Forces to Grow the Region's Visitor Economy
Inverloch & Wonthaggi Join Forces to Grow the Region's Visitor Economy
Volunteer-led destination marketing is helping visitors stay longer, explore further and support more local businesses across Bass Coast.
The Inverloch Tourism Association (ITA), with support from Bass Coast Shire Council, is bringing Inverloch and Wonthaggi closer together through a new Business Connect initiative designed to strengthen local businesses, encourage collaboration and grow visitation across the region.
The initiative recognises that visitors increasingly travel between towns during their stay, creating opportunities for businesses across the region to benefit from stronger collaboration and coordinated destination marketing tailored to each town.
The project builds on the success of the volunteer-led Visit Inverloch platform, which has grown from a simple community idea into a thriving local destination marketing platform, attracting more than 70,000 unique website visitors and generating over four million social media views in the past 12 months.
Now, that same approach is being extended to Wonthaggi through the launch of the new Visit Wonthaggi digital platform on August 13.
ITA President Glenn Morris says tourism doesn't stop at town boundaries.
"Our philosophy is actually quite simple. Someone might stay in Inverloch, enjoy breakfast in town, spend the afternoon at the State Coal Mine, visit a café in Wonthaggi, enjoy dinner back in Inverloch and finish the evening at the cinema in Leongatha. Every experience strengthens the overall appeal of our region and gives visitors another reason to stay longer and explore further."
Local small business owner and ITA Communications officer Monique Wilson adds the initiative is underpinned by a clear economic opportunity.
"Research consistently shows that Bass Coast attracts a high proportion of day visitors. Every time we can encourage someone to stay just one more night, explore another town or discover another local business, the economic benefits flow right across the region. The Bass Coast 2030 Economic Framework identifies that simply increasing overnight visitation to levels achieved elsewhere in regional Victoria could generate an additional $113 million for the local economy. That's why we're so passionate about building awareness of everything our region has to offer. The more reasons we give people to stay longer and explore further, the stronger our local businesses and communities become."
Visit Victoria and Destination Gippsland play an invaluable role in promoting regional Victoria and Gippsland to broad audiences. The ITA’s role is different, focusing specifically on Inverloch, Wonthaggi and surrounding communities, helping visitors discover local businesses, experiences and events that might otherwise be overlooked. Together, these different levels of destination marketing work hand in hand.
ITA Vice President and founder of Offshore Digital Mick Asbury says the digital platforms have been designed with one purpose in mind: helping visitors discover more of our local region.
"People don't travel to browse websites, they travel to create experiences. Our job is to make it as easy as possible for visitors to discover the businesses, places and hidden gems that turn a day trip into a memorable holiday. Every extra click should lead to another experience. If someone comes looking for accommodation and ends up discovering a local café, a walking trail, a must visit boutique store, a winery or a family attraction, we've done our job. That's how destination marketing helps elevate day trips to overnight stays and local businesses grow together."
Visit Wonthaggi is just beginning, much like Visit Inverloch did three years ago. If the success of Inverloch has shown anything, it is that when local businesses, volunteers and communities work together behind a shared vision, destination marketing becomes far more than promotion. It becomes an investment in the region's future.
Wonthaggi businesses including The Coffee Collective, Mates Gin, Bass Coast Paint Ball and Coldon Homes have already joined the initiative, with more expected in the coming months.
All local business interested in learning more about the Business Connect initiative, the Visit Inverloch and new Visit Wonthaggi digital platforms and opportunities to be part of the region's growing visitor economy are invited to attend the ITA Business Mixer on Thursday August 13 at the Wonthaggi Club, 5:30-8:30pm.
For more information contact Glenn Morris – Ph.0413159666
