Sustainable - Hobsons Bay

5.1.6 Summary visitor analysis
The above data highlights the dominance of lower
yielding short stay day trippers to Hobsons Bay
combined with very strong weekend seasonality –
further accentuated by a strong summer bias. The data
indicates the need to smooth seasonality and increase
visitor yield. This would provide a stronger economic
base for the tourism businesses without reducing the
local amenity of the area.
5.2 Economic & employment
impact of tourism
According to the Tourism & Transport Forum 17 ,
there were 3,211 people employed in tourism in the
federal electorate of Gellibrand 18 in 2002/03. This was
5.7% of the electorate’s total employment of 55,872 at
the time.
The strongest sector
for tourism related
employment in Victoria is the
accommodation, cafes and
restaurants sector (a 36% reliance
on tourism demand) followed by the transport and
storage sector (a 15.7% reliance). 19
Matching this employment data to Australian
Bureau of Statistics research, 20 it is estimated that
annual tourism related expenditure in Gellibrand is
approximately $365 million.
The cultural tourism survey of 1996 21 asked visitors
what they spent on the following items – the average
expenditure is indicated at the top of the following
page:
• Food and drink $18.33
• Shopping $9.03
• Transport $1.95
• Souvenirs $0.20
• Entrance fees $1.14
• Day tours $0.39
• Gambling $0.40
This data indicates visitors spend more on ‘food and
drink’ than anything else. Most visitors (61%) spend
between $6–$20 (1996 prices) with average spending
of $18.33. Shopping was next, however most visitors
(69%) only spend $0–$5 with an average spending
of $9.
Adjusted to current dollar values the data suggests that
the average visitor may spend $15–$27 for food or
entertainment and $8–$15 for shopping items such as
souvenirs and art/craft.
Wider industry forecasts for tourism in Australia are
for 1% annual growth in domestic tourism and 4 – 6%
annual growth in inbound or international tourism. 22
5.2.1 Summary economic and
employment analysis
The economic and employment impact of tourism in
Hobsons Bay is clearly significant, accounting for an
estimated 5–6% of employment. Given the dominance
of the Melbourne and domestic markets to Hobsons
Bay the forecast flat domestic market growth suggests
the importance of improved tourism marketing and
development efficiencies are going to be required just
to maintain the economic and employment value of
tourism to Hobsons Bay over the period of this Plan.
18
Gellibrand takes in Hobsons Bay as well as Tottenham, Yarraville, Footscray, Maidstone and Braybrook.
19
Tourism Victoria Fact Sheet entitled Economic Contribution of Tourism to Victoria 2003–2004 updated October 2005.
20
ABS Cat No. 5249.0. This indicates that there are approximately 8.8 jobs for every $1m spent.
21
This 1996 data is the only information available; it is believed to still reliably reflect current breakdown of spending.
22
Tourism Forecasting Council data 2005.
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