Leader: Explore ways to capitalise
Wimmera Development Association has joined a call for businesses to use a busy Easter as an example of how to capitalise on circumstances.
Association project manager Mark Fletcher said community activity across the Wimmera-mallee would have generated millions of dollars.
“It was fantastic to see the influx of visitors to the Wimmera-southern Mallee – and those travelling through – right across the Easter break,” he said.
“Particularly after the COVID lockdowns of last Easter, seeing our towns and businesses and leisure spaces buzzing with people was a joy to see.”
Mr Fletcher said Wimmera Development Association led a study of cancelled events in the early part of COVID lockdowns last year – including Easter – that showed the region had missed out on thousands of visitors.
“That represented a loss of visitor spend and income that was in the millions of dollars,” he said.
“A year on, we know that people want to get out and about – and they have money to spend.
“The traffic and visitors this year shows the opportunity for our region to capitalise on and maximise business opportunities while people are looking to tour their local area with family and friends, or to travel domestically.”
Mr Fletcher’s comments followed a plea from Grampians Tourism chief executive Marc Sleeman for businesses to explore ways of capitalising on a growing regional profile.
Mr Sleeman said last week that thousands of people coming to the region during the four-day break led to a breaking of visitation records and represented a major economic boost in the wake of the COVID-19 pandemic.
He said the Easter weekend took ‘visitation capacity’ to a new level and feedback was that residents had never seen the region so ‘full’.
“We need to make sure we’re tailoring our product to ensure people come back,” he said.
Mild and sunny autumn weather provided an ideal backdrop for Easter activities that unfolded from Ararat and Stawell in the region’s southeast to Jeparit and Warracknabeal in the north.