PRESS RELEASE: FOR IMMEDIATE RELEASE
29 JANUARY, 2020
Hunter Valley takes $42 million tourism hit after bushfires
A survey released today by the Hunter Valley Wine & Tourism Association reveals the Hunter Valley has suffered a staggering $42 million loss in tourism revenue over the last three months.
“On average, the Hunter Valley economy is losing close to $15 million a month in tourism revenue. This is an alarming trend, forecasted to continue into June. As the second biggest tourism destination in NSW outside of Sydney, the issues in the Hunter will be felt at a national level,” says Christina Tulloch, President of the Hunter Valley Wine & Tourism Association (HVWTA).
The survey reveals a more worrying picture for the Hunter Valley than previously understood, as it faces the triple threats of fire, drought and now smoke taint, which has resulted in unprecedented crop losses. The agricultural loss is compounding the effects of reduced visitation and without appropriate action, the $42 million figure is likely to increase.
“Business and tourism operators in the Hunter were already under financial pressure associated with a protracted drought, and this survey reveals a steep 25% reduction in visitation numbers as a result of the bushfires. They are hurting, and the Hunter Valley economy is suffering alongside them,” said Ms Tulloch.
Dominic Roche, Executive Chairman of Roche Group, owners of Hunter Valley Gardens, says “As long standing members of Hunter Valley Wine Country we have seen a notable impact on visitation during the past three months. At this time of year Hunter Valley Gardens hosts our flagship Christmas Lights Spectacular event. The event has been running for 12 years and is a key driver for local tourism, welcoming over 120,000 people to the region during November to January. However, with the recent fire events we have seen visitation drop by over 20% compared to previous years.”
Hunter Valley operators are looking to their local, regional and state bodies for assistance with recovery. The survey sample was extensive and one of the overwhelming responses received was for region-wide marketing support and associated initiatives.
“The Hunter Valley is Australia’s oldest wine region at 192 years and with a visitor economy worth over $500 million a year, it is an iconic and economically significant tourism asset that needs protection.” says Ms Tulloch.
For further information or comment, please contact Christina Tulloch, President Hunter Valley Wine & Tourism Association. Ph: 02 4998 7580 or 0407 482 701.