A PERFECT storm of media exposure, promising visitor numbers and the landing of a national music festival has put a big grin on the face of Mildura Tourism CEO Rod Trowbridge.
This week, he took delivery of statistics showing a sizeable increase in domestic overnight visitors to Mildura for the 2013 calendar year.
The data shows an 18.2 per cent increase in visitors compared with 2012.
Throughout the year, 454,000 people spent a total of 1.4 million nights in Mildura.
They injected a total of $235 million into the economy at an average of $173 per person, per night.
Mr Trowbridge was particularly pleased with the average amount spent, which he said was much higher than the usual expectation of about $135 per night.
“The challenge now is to make sure it continues in 2014,” he said.
News of the improving tourism market was relayed to Sunraysia Daily yesterday, the same day Channel Nine began broadcasting weather segments from the region, highlighting its best attractions.
It also follows last week’s announcement that Mildura will host Triple J’s One Night Stand music festival in May – an event that could see up to 15,000 people descend on the town.
It wasn’t all smiles this week on the Mildura tourism front, however, with data indicating a “soft” first quarter of 2014.
Numbers were also down for domestic day-trippers in 2013.
Although the number of international visitors to Mildura had not yet been finalised, Mr Trowbridge said it would be close to 18,000 people.
For more of this story, purchase your copy of Friday's Sunraysia Daily 21/03/2014.