Domestic visitation to the region appears to be flying, but the number of international visitors appears to be waning.
Close to one million domestic overnight visitors came through the Goulburn River Valley area in the year to September last year, according to new tourism figures.
These numbers were up more than 35 per cent on the previous year.
More than two million nights were spent across the region, according the the latest Goulburn River Valley Tourism visitation numbers: up almost 38 per cent on the year prior.
And while improvement was seen in the market share, the region still only received 6.3 per cent of visitors and 4.8 per cent of nights in regional Victoria, both a jump of about one per cent on the previous 12-month period.
Holiday remained the major reason for overnight visitors, while staying at a friend or family’s property was the most popular accommodation option.
Perhaps not surprisingly, almost 95 per cent of visitors continue to visit the region by car, with less than one per cent taking a bus or coach.
Overnight visitors stayed an average 2.2 nights in the region, which encompasses the Shepparton, Strathbogie, Mitchell, and Murrindindi shire areas, and spent an average $115 per night each.
However, in the year to September, the region received 15 per cent fewer international overnight visitors: 22600. The 542000 nights they spent in the region was also down by about 15 per cent.
The region’s market share of international overnight visitors was down one per cent and its share of nights down 2.5 per cent.
Kiwis, Americans and Brits remained the most likely overseas visitors.
Most international visitors rented a house, apartment, flat or unit, with more than a quarter being made up by those aged 25 to 34.
Meanwhile, there were about 17 per cent more domestic daytrippers to the region in the year to September.
Ninety-six per cent of the 2.2million domestic daytrippers across the 12 months drove to the region, marking about 6.5 per cent market share of regional Victorian day trips.
More than half were from the Melbourne area. Only about eight per cent of daytrippers to the region came from interstate.
Domestic daytrippers spent an estimated $170million in the region — an average of $78 per visitor.