Tourism in the Swan Hill Region has always been strong because of its location on the Murray River, its warm climate and the number of large-scale events held within the region. Visitor numbers to the region have steadily increased over time, making prospects for further tourism development bright.

Visitor Numbers

The latest information available from the Domestic Tourism Monitor produced by the Bureau of Tourism Research indicates that Swan Hill receives some 157,000 domestic (Australian) visitors per year.

Due to our distance from Melbourne, the Swan Hill region is much more likely to capitalise on overnight and touring visitors.

Swan Hill Region’s Visitor Profile

The balance between male and female visitors to the Swan Hill Region is fairly even, with males representing 52.5% of visitors to the region.

People over 50 years of age (empty nesters) are the most common age group of visitors to the Swan Hill region. Approximately 38% of visitors were in this age bracket.

In addition, the region has a relatively high percentage of younger visitors in the 5-13 year age bracket (14.25%). These children are most likely visiting with their parents on holiday or with schools.

Repeat visitation to the region is also high, with 43% of visitors having been in the area previously.

Market Segments

Empty Nesters

These are singles or couples that are over 50 years of age, retired or semi-retired and who own their own home and, more often than not, do not have any major financial commitments. They enjoy travelling, particularly in their own vehicle and perhaps even with their own caravan, which makes regional Victoria an ideal holiday destination. They are interested in natural attractions, heritage and arts and crafts. These interests make them a prime market for the Swan Hill region due to our historic homesteads, Pioneer Settlement Museum, Murray River and excellent caravan/camping facilities.

Young Families

Defined as middle class families with two or more children, working, paying off a mortgage and with a strong sense of family. While they do not have a high disposable income, family holidays are important as these are an opportunity to spend time together and share new experiences with their children. Holiday destinations with a large variety of activities are the most popular so that there is plenty for children to do and often water locations are a drawcard as they offer a range of family activities from boating and fishing through to swimming and water sports. Parents also look for destinations where children will learn something and have fun at the same time - like the Swan Hill Pioneer Settlement.

Origin of Visitors

The majority of visitors to the Swan Hill region are from Victoria (64%), with 32% from Melbourne and the remaining 32% from Regional Victoria. Interstate travellers account for 35% of visitors, which are predominantly from South Australia and New South Wales. The remaining 1% of visitors are international.

Purpose of Visit

Predominantly people visit the Swan Hill region for a holiday (54%). Other reasons for visiting the region include: visiting friends/family (17%), passing through (10%), seminars (3%) and other business (6%).

Length of Stay

On average visitors to the Swan Hill region stay 3.72 nights. This is longer than most other regions within Victoria because of our distance from Melbourne and other regional centres. Generally, the region does not have a large day- trip market from Melbourne, because of the driving distance most people choose to stay over night. Our distance from other regional centres also makes Swan Hill the ideal stop over for business travellers.

Expenditure

Tourism Victoria estimates that on average a domestic visitor spends $42 per night when visiting this region. From this we can conclude domestic tourism generates $24.5 million in income per year in the Swan Hill region.

Transport Methods

Approximately 91% of visitors to the region arrive in private vehicles. Coach, bus and train travel account for a further 6.3% of visitors.

Tourism Businesses

Tourist Attractions

There are a variety of tourist attractions throughout the region, the most famous of which is the Pioneer Settlement Museum. A number of other historical attractions also attract visitors to the region, as do our waterways, which attract visitors to camp, fish, water-ski or swim.

Our sporting venues also attract a number of visitors, including a range of first class golf courses within the region. Tourists are also attracted to the food and wine produced throughout the region, with a number of wineries and agricultural based tourist attractions scattered across the region.

Accommodation Providers

Accommodation is well provided for in the region with 50 accommodation venues within the region. These include a range of accommodation options such as motels, caravan parks, bed & breakfasts and lodge style accommodation. All budgets are catered for with a range of prices from budget right through to four-star luxury. (Link to accommodation providers)

Hospitality Businesses

The Swan Hill Region has a range of dining venues to suit almost any taste. Australian, Thai, Japanese, Chinese and Italian style a la Carte restaurants provide meals at a price to suit any budget. For a light snack, there is a range of café’s and bakeries to choose from that provide everything from good old country cooking through to contemporary café food. Most major fast food stores also operate within the region.

Tourism Support Services

Swan Hill Visitor Information Service

The Swan Hill Region Information Centre is located on the corner of Curlewis and McCrae Streets. The Centre encompasses the Council’s Economic Development Unit and the Visitor Information Service.

Your first port of call for visitor information, special events, community information, local wine and regional produce

The Centre offers a range of services to the tourism industry including:

• Promotion of tourism businesses through brochures, posters and visitor information services.
• Assists with accommodation enquiries and monitors availability during peak periods.
• Provides box office services for shows within the region.
• Window displays for major events
• General promotion of local tourism businesses

Facilities:

What you will find:

• Visitor publications
• Local and tourist newspapers
• street maps

Swan Hill Incorporated Tourism Hospitality & Accommodation Group

The local commerce association, Swan Hill Incorporated, has a separate Tourism, Hospitality & Accommodation Group to address the needs of tourism businesses within the region. This group belongs to the Murray River tourism campaign and actively promotes the region as a tourism destination. They also produce regularly tourism publications for the region.

For more information about the opportunities within the Swan Hill Region contact:

Swan Hill Region Information Centre

Cnr McCrae & Curlewis Streets
Swan Hill VIC 3585

Monday – Friday 9am – 5.30pm
Saturday & Sunday 9am – 5pm

Telephone: +61 3 5032 3033
Facsimile: +61 3 5032 3032
Freecall (in Australia): 1800 625 373
Email: ecodev@swanhill.vic.gov.au

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