Tourism. Hotel Occupancy details just released by the Tasmanian Hospitality Association show the Cradle Coast region continues to benefit from the positive momentum of the state’s tourism industry.
Hotel occupancy rates reported for September 2015 hit 50.18 per cent, representing a 9 per cent increase on the same month last year. Rates have only exceeded 50 per cent twice in the past 12 years.
Cradle Coast tourism manager Ian Waller welcomed the report and said while the September rates were up, the report showed good results for the year overall.
Occupancy levels reported for the year (Oct 2014 – September 2015) reached 55.22 per cent, compared to 48.19 per cent and 48.31 per cent in the previous two years.
Mr Waller said room rates were also on the increase as was the yield, which is the room rate minus operating expenses.
“This is really very positive results for our region and shows that our tourism operators are not only benefiting from higher visitor numbers, but are becoming smarter in the way they do business.
“To increase your yield, you cannot rely only on increasing room rates alone. Your overall business plan and the way you market and take advantage of the visitor growth comes into play.”
Annual yield increased to $74.30 from $66.99 from last year. Room rates increased in September compared to last year, and for the Quarter (July 2014 – September 2015), but were slightly lower overall for the year.
Cradle Coast regional marketing coordinator Kylie Scolyer said the report emphasised the effects that some of the longer-term tourism projects were having in the region.
“The way we are marketing our region is about focusing on the natural assets of Cradle Mountain, Gordon River and the Tarkine. This is what people come to see,” Ms Scolyer said.
“Once they arrive, it is then their experiences that we focus on. For example, we have some of the best produce in the world. Coordinating and packaging together the Tasting Trail enables it to then become an experience for our visitors. Memorable and unique experiences are what keep them coming back.”
Tall Timbers Tasmania general manager and Cradle Coast Tourism Executive (CCTE) committee member, John Dabner, contributes to the collection of data through his Smithton property.
“The results this year are as positive as I have seen for many years. We need to keep working together as a region to ensure the growth continues,” Mr Dabner said.
The CCTE is an advisor to the Cradle Coast Authority which recently participated in the Spirit of Tasmania Open Days in Melbourne and attended the Australia Masters Games ceremonies in Adelaide to promote the region as a must-see destination.