Valley still a popular spot

By Dion Teasdale
THE Yarra Valley has been voted the third most popular regional Victoria attraction by convention delegates visiting Melbourne.
The scenic Great Ocean Road took out first place and Phillip Island was voted the second most popular destination outside metropolitan Melbourne.
The results come from the Melbourne Delegate Study 2004, a study commissioned by Melbourne Convention and Visitors Bureau (MCVB) and the Melbourne Exhibition and Convention Centre (MECC).
The study found that 30 per cent of international and domestic convention delegates make one or more trips outside Melbourne to visit regional attractions during their stay.
Fortythree per cent of regional trips were selfdrive tours organised by delegates themselves or someone in the party.
Nineteen per cent were prepackaged tours, 16 per cent were arranged by friends or relatives in Melbourne and 15 per cent were prepackaged tours purchased in Melbourne.
The study also found that the most popular attractions visited by delegates within Melbourne are Federation Square, Queen Victoria Market and the Melbourne Museum.
Fortyfour per cent of delegates commented that the attractions visited were better then expected.
“Business tourism plays a pivotal role in sustaining Melbourne and regional Victoria’s businesses.
“Business tourism brings in convention delegates that may otherwise not have the chance to see and experience our great city,” CEO of MCVB Garry Kingshot said.
“Statistics show that business tourists spend more than leisure tourists.
“We need to ensure that the business tourism sector continues to grow and expand so Melbourne and Regional Victoria’s businesses continue to benefit.”