Local tourism operator Coonawarra Experiences has reported busy times in the Penola Coonawarra region, with international tourists starting to flow back through.
Following the challenging times of COVID, Coonawarra Experiences co-owner Simon Meares said international tourists were coming from places such as Canada, America and the United Kingdom.
“The opportunity for us is to bring that higher dollar spend to the region, the international market is just waking up and it is very busy,” he said.
“We have got the relationships, we are getting a lot of that business, they are either finding us through Google or TripAdvisor reviews or so forth.
“Our aim for the future is to reach these markets in the planning phases to ensure they maximise their time here.
“We are also getting them through accommodation referrals because we work for so many accommodation properties.
“This also reinforces the importance of creating partnerships with other businesses and leveraging off each other.”
However, Mr Meares said although the region was busy with both the domestic and international market, cost of living pressures had seemed to have taken a toll on the domestic tourist.
“I think the domestic tourists that are coming through and stopping in Penola or Coonawarra or Mount Gambier are saying we need a bed, we need to eat, and we’d like to enjoy some sightseeing, but they might consider a wine tour, for example, more of a luxury,” he said.
“We have spoken to a number of operators, and they are finding the same thing, whether it is wine or other touring activities, many peers are finding the numbers committing to spend have definitely decreased somewhat.
“You might still be getting the visitation, but I think the economic conditions nationally have absolutely impacted, you cannot have all these interest rate rises without it affecting the spend.
“What we are finding is we are still getting a dollar, but we are pedalling a lot harder for it.
“Tourists are still coming through; they are loving the region.
“Easter was very busy, the wineries were crazy along with dining, and accommodation being completely booked out.
“We are in a situation now where international flights are still very expensive for anyone coming to Australia from overseas.
“We also have our challenges domestically due to well publicised regional carrier issues.
“This can be a major sticking point for anyone considering travel to our region.”
Mr Meares said the international market tended to filter through the region early in the week or mid-week because they often spent weekends in capital cities and the domestic market often visited the region from Thursday to Sunday.
However, Mr Meares said Australia also had to play catch-up with international tourism due to extensive COVID lockdown periods while other countries were opening up.
Mr Meares hoped the region would continue to bustle with tourists, both national and international, and said it was important to prepare for major events approaching in coming years such as the Lions rugby visit in 2025, AFL Gather Round, tennis, golf, and the Olympics.
“We need to make sure that we are looking at these national but more so international events that are coming through,” he said.
“If we can get those guys stopping the region and spending a couple of days, it is a huge boon for the region.
“It is about the region expanding horizons where they want to, to recognise that you will have people coming here over the next two to four years and you really need to give them at least two years to plan.
“For us as a region, those who really want to look forward and have something on offer for these massive tours that come through, now is the time to start thinking about it and putting some ideas together.”
