Walk High Country Research Presentation

Tourism North East

The High Country is well recognised for its abundant and diverse nature-based assets which naturally align with a walking offering. Across the region, walking trails cover a full range of opportunities from short town walks to multi-day wilderness walks. But what do the different walking market segments look like? What are walkers willing to travel for and spend money on? Where do they want to stay? Who will be most valuable segments to target over time? What do our emerging markets look like? All will be revealed!
 
Past research conducted by Quantum on behalf of Tourism North East and their partners has consistently found that, to some extent, ‘walking’ forms a component of many tourism visits to regional Victoria. For example, more than half (60%) of those who visit wineries said that ‘walking / hiking’ also typically forms a component of their overall trip. It is firmly established that the integration of attractions, and inspiration for how they may be combined to create a multi-day experience, is a pre-requisite for many visitors to commit to travelling to the High Country. Promotion of walking assets therefore presents an opportunity not only to become the primary driver for visitation (e.g. to walk the iconic Falls to Hotham Alpine Crossing) but also to consolidate intention to visit (e.g. by inspiring a 1-3 hour activity which is suitable for the whole family).
During this free two hour session, the agency who delivered this ground-breaking research project will present the findings of this work, providing you with in-depth insights about the walking market. This research will guide walking tourism strategy for years to come. It will also be fundamental in assisting tourism operators in tailoring their businesses to capture this market, so don’t miss out!

Wangaratta Performing Arts Centre

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