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This article was published on Wednesday, 20 September, 2017. The information contained within may be out of date or inaccurate. News articles and media releases older than 60 days are archived for future reference.

Events Tourism in Greater Shepparton continues to grow

Posted on Wednesday 20th of September, 2017,

Greater Shepparton City Council’s Economic Development Department today released its 2016/2017 major events economic and visitation statistics at the Tourism Greater Shepparton Industry development day with increases in all areas of measurement.

The major events profile for last financial year showed the following results:

  • $50.3 million total economic output
  • Council supported 296 events across sports, equine, business, civic, community, lifestyle, arts and culture events
  • Council financially funded 85 events
  • Total attendees at events were 305,664
  • 116,286 visitors from outside of Greater Shepparton (i.e. travelled a distance of 50 kilometres and are away from home for four hours)
  • Approximately 110,467 bed nights were generated
  • The backbone of the program included annual hallmark events for the region such as the Shepparton Festival, Australian Piano Awards, KidsFest, Challenge Shepparton International Triathlon and International Dairy Week.

Council investment into providing quality community and visitor infrastructure is showing significant impact at the Shepparton Showgrounds, Tatura Park and at the Shepparton Sports Precinct (during a major construction period) with the following key information:

  • Shepparton Showgrounds attracted 152 events seeing 88,679 attendees generating an economic impact of $10.2 million. The venue saw new events such as Nitro Circus, Australian National Caravan Muster, EJ- EH Holden Nationals add to the diversity of the growth in that venue over the last decade.
  • Tatura Park Events and Equestrian Complex hosted 53 events generating an economic impact of $7.9 Million. International Dairy Week continued to be a showcase event with 7,500 visitors and an economic output of $2.6 million.
  • The Shepparton Sports Precinct (including Shepparton Sports Stadium) which is currently in the final stages of a $21 million redevelopment hosted 12 key major events generating $10.2 million in economic stimulation.

Greater Shepparton City Council Director Sustainable Development Johann Rajaratnam said the increase across the board showed significant confidence in the region as a major events destination and a tourism drawcard.

“Over 20 new state national and international events were pro-actively attracted to the region by Council including blockbuster events such as the World Tour Beach Volleyball, Nitro Circus Live, AFL National Diversity Girls Championships, Victorian Teachers’ Games and Victorian BMX Championships,” said Mr Rajaratnam.

“This week the redeveloped Shepparton Sports Precinct will be officially opened and that is already starting to open up significant opportunities to complement the existing strong sports tourism program that is generating around $26.9 million in economic output annually.”

“Greater Shepparton has already secured key national and international events in the opening three months such as the Melbourne City Football Club v Western Sydney Wanderers preseason Friendly, Australian Football Skools International Championships as well as the Asian Football Confederation Under 19 Asian Cup Football Qualifiers with many more new events to be announced in coming months.”

“We continue to punch above our weight as we strive to be known as a regional Australian capital for major events,” he said.

“The team is working hard to bring the biggest and best events to the region to generate a good return on investment for our residents keeping local businesses busy and the economy strong.”

Table Summary

  2014/2015 2015/2016 2016/2017
Total economic output $36.8m $44.5m $50.3m
Total events supported by Council 172 220 296
Total events financially supported by council by grants or sponsorship 75 77 85
Total Attendees at events 262,850 288,251 305,664
Visitors form outside Greater Shepparton 95,705 115,462 116,286
Estimated bed nights generated 95,200 102,711 110,467
Ongoing permanent jobs supported by major events 235 291 298

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