With the Federal Government announcing the best overall domestic tourism figures in four years, local council representatives joined together to celebrate their combined efforts in addressing the Visiting Friends and Relatives Market, which has shown strong growth in Melbourne.

The Local Council Tourism Breakfast brought together 100 council representatives, as part of Victoria Tourism Week, to reflect on the success of domestic tourism over the last year.

The Government report, Travel by Australians March Quarter 2012 (NVS), published in June showed that overnight trips were up five percent, to 73 million in the year ending March 2012, nights stayed increased by six percent, to 279 million, and total expenditure jumped 10 percent, to $50 billion.

"In the last year we really saw the value of the Visiting Friends and Relatives market, we know that Australians travelling domestically for business and to visit friends and relatives are contributing to the increased growth of domestic tourism," said Denise Castro Industry Development Manager, Destination Melbourne.

The Visiting Friends and Relatives (VFR) market contributed to over 30 percent (7.6 million) of the total visitation, both internationally and domestically, to Melbourne in 2011 and drove $2.8 billion into the economy (Data Insights VFR Travel to Melbourne, December 2011).

"There is no questioning the importance of domestic tourism, in particular the VFR market. We have all seen the changes in tourism, the economic climate has altered the way people travel and spend. As an industry we need to work together to make the most of this change.

The future of tourism is now dependent on the cooperative marketing and combined efforts of local government and councils working together to educate communities at the grassroots," Ms Castro stated.

Denise Castro leads the community based campaign, Discover Your Own Backyard, a cooperative marketing approach developed by Destination Melbourne and local councils. The campaign offers a new approach to destination marketing and taps into the VFR market, to deliver significant social and economic benefit to communities throughout Melbourne and Victoria. Now in its second year the initiative has been adopted by 13 Victorian councils and actively engages communities and encourages ownership of the visitor experience and builds community pride.

"Community based projects like Discover Your Own Backyard are vital for the future of tourism. We need to embrace local tourism and provide residents with tools so they can act as their own ambassadors," said Ms Castro.

Tools like the Discover Your Own Backyard website that was launched to attendees at the breakfast. The site features all 29 Melbourne councils with dedicated event, attraction and dining content on each area.

"This website will help further not only domestic tourism and the Victorian economy, but also increase local knowledge and appreciation of what is in our own backyards," concluded Ms Castro.

For more information please contact:

Lauren Flint
Communications Coordinator
Mobile: 0477 313 055
Email: lauren@destinationmelbourne.com.au