- Corporate News
Surge in Victorians Booking Local as Millions Search for the Perfect Break
There’s been a surge of Victorians looking for inspiration to stay close to home for their holidays, according to data from the Visit Victoria website and evidenced by a bumper Easter long weekend.
More than 2.7 million Victorians have visited visitvictoria.com since November 2020, more than 75 per cent ahead of the same time last year.
And people aren’t just looking, they’re booking - early insights from the Easter long weekend show a strong uptake in Victorian travel.
The Melbourne CBD experienced its highest occupancy rate for over a year, with 66.2 per cent occupancy for Good Friday and 74.2 per cent for Easter Saturday. This is approximately a 200 per cent increase on the previous year, when the pandemic was severely impacting tourism across the country.
Regional Victoria experienced an incredibly strong Easter weekend, after steady demand across 2021, consistently close to pre-Pandemic levels. Regional occupancy rates for Good Friday were at 84.9 per cent and at 86.1 per cent for Easter Saturday.
Visit Victoria’s CEO Brendan McClements said: “The data is telling us what people are now seeing. Victorians want to explore their own backyard and help their fellow Victorians in the process.”
“For those who are already feeling inspired to plan their next adventure, I’d encourage you to consider a city staycation in Melbourne as a great option.”
“There’s so much happening in Melbourne – theatre curtains are back up, the AFL is in full swing, cultural experiences like NGV and ACMI are ready and waiting, not to mention our hospitality scene which has some exciting new openings amongst our impressive list of city favourites.”
Visit Victoria’s consumer sentiment tracking also showed a strong sense of altruism and state pride from Melburnians and Victorians with 80 per cent of those surveyed agreeing to the statement that ‘now is the right time to support Victorian businesses and the local economy’.
“Through our consumer sentiment tracking, we know people are feeling a little cautious about travelling interstate, so it’s great to see so many Victorians supporting local,” Mr McClements said.
Visit Victoria currently has two primary campaigns in market; Stay close, go further is targeted at intrastate travellers while Get Set encourages interstate visitors and Victorians alike to experience Melbourne.
Sarah Quinn, Head of Media & Communications
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