BOOSTING visitor numbers will be crucial for building the Swan Hill economy and solving some of its post-pandemic challenges.
That’s a task Swan Hill Rural City Council’s economic development unit and Swan Hill Incorporated are ready to tackle together, according to acting economic development manager Dennis Hovenden.
Mr Hovenden, who was Swan Hill chief executive from 2007 to 2012, said there had always been a good, strong working relationship between Swan Hill Inc and the council, and they would pursue more joint projects.
“Coming out of COVID, we will be looking to re-establish people’s knowledge of our municipality and the tourism offering, and increase our numbers back to pre-COVID levels and then go beyond that,” he said.
“When we get people here, we want to then be able to give them a unique experience that they’ll go back and tell others about.”
Mr Hovenden said it was pleasing to see fewer vacant shopfronts and new businesses opening in Swan Hill, but a shortage of housing was hampering efforts to fill job vacancies.
“We have got to promote Swan Hill as a destination for lifestyle, but also somewhere you can take your pick of employment opportunities,” he said.
“We’re dedicated to making sure that we continue to grow, but we’re mindful that we need all of the relevant infrastructure, such as housing and variety in shopping and tourist offerings, to make it more appealing to everyone.”
Swan Hill Inc’s new marketing co-ordinator Tameeka Hankin, who previously worked in real estate and newspaper marketing in Western Australia, started in the role last week and said she looked forward to collaborating on projects with the council’s economic development and tourism staff.
“It’s a good time to see how we can work together,” she said.
“We have the same plan to boost up Swan Hill and to help all the businesses thrive and survive, so we do plan on working very closely with them.”
Councillors voted at the July meeting to approve the Swan Hill Inc annual marketing plan and $540,000 budget for 2022-23, as well as a new three-year strategic plan.
This year’s budget includes $110,000 for a targeted mainstream marketing campaign, $87,000 for marketing the annual food and wine festival, $62,000 to update and distribute the official visitor guide and $40,000 for Christmas decorations.
Swan Hill Inc’s primary source of income is the special rate levied on businesses in Swan Hill and Lake Boga since 2002, which generated $377,605 in 2021-22.
Development and planning director Heather Green told the meeting Swan Hill Inc’s activities emphasised the visitor economy, but the organisation also provided support to manufacturing, industrial and retail businesses.
Councillors were full of praise for the success of ongoing promotions building on the region’s identity as the Heart of the Murray.
Cr Stuart King urged the organisation to collaborate more with the council’s economic development unit to support businesses in Swan Hill and look for similar opportunities with Murray River Council.
“I think they’re doing an excellent job in promoting the region,” he said.
Cr Les McPhee said other councils were envious of the Swan Hill Inc model and had tried “not always successfully” to emulate it.
Cr McPhee also expressed a hope that there would not be any future overlaps in sponsorship commitments by the two organisations.
He was referring to the 2022 Australian Seniors Tennis Championship, which was postponed to 2023.
The council last year agreed to give the event $40,000 and Swan Hill Inc committed another $10,000.
“Can we make sure we’re not both sponsoring the same events because it’s coming out of that same bucket of money,” he said.
“But I congratulate Swan Hill Inc on the job they’ve done. They are a very professionally run organisation, and they do a wonderful job in advertising our area.”
Cr Nicole McKay, the council’s representative on the Swan Hill Inc board, said a national survey of awareness of towns along the Murray River had placed Swan Hill second only to Mildura.
“I thought, ‘Wow, that’s the work of Swan Hill Inc batting hard for the region’,” she said. “I think that’s worth mentioning because that’s where you see the value.”
VISITORS BY THE NUMBERS
● The equivalent of 325,000 domestic visitors stayed overnight in the Swan Hill region – almost a third in caravan parks – and spent $89 million during 2021.
● More than half were here for a holiday, while 21.4 per cent were visiting friends and family and another 15 per cent were doing business.
● Most came from other areas in regional Victoria, Melbourne and regional New South Wales.
● The most popular activity was eating out at a restaurant or cafe.
● By age group, 55 to 64-year-olds accounted for 24 per cent of visitors, followed by those 65 and over at 23 per cent.
