No Melbourne tourists? No problem for the Daylesford Mill Markets over Queen's Birthday weekend

This news might be devastating to some business owners who rely on long weekends for a spike in customers, but others are seeing the shutout as another chance to bring the regions together.

Mark Ward, the owner of The Amazing Mill Markets in Daylesford, said that incredibly his business has seen an increase in sales since the beginning of the pandemic thanks to regional customers.

"During the 'ring of steel' around Melbourne we were only relying on regional Victorians but what we found, and I think many of my colleagues in similar businesses found, is that we actually increased in revenue," Mr Ward said.

"We've modelled our business around a place to go and visit and return to, not just a commodity and there are 1.4 million people in regional Victoria who were trying to find something to do."

Mr Ward thinks people across the region had forgotten what was on their own doorstep prior to the lockdown and being forced to find new destinations outside of the city brought people to Daylesford who might not have visited before.

"We've had a really strange twist to it all because people found us, then came back and spent more money," Mr Ward said.

The Amazing Mill Markets has 550 stallholders within its walls, all of which survived the 2020 lockdown pretty much unscathed.

Mr Ward said his business has increased by 34 per cent in both customer turnover and revenue and he's not too worried about what a Queen's Birthday long weekend will look like without visiting Melbournians, despite it being his third busiest trading period of the year.

"The people most affected would be the bed and breakfasts, hotels and motels because people from Melbourne needs to stay overnight after a two-and-a-half-hour drive," said Mr Ward.

"You'll find on Friday when we open again, we will still be packed out."

Tina Banitska, owner of another of Daylesford's top attractions that offers luxury accommodation as well as hospitality and a gallery, The Convent, knows the weekend will be a financial loss but has decided to look on the bright side regardless.

"We will notice a significant drop in visitation and accommodation," she said.

"For us as an attraction as well as hospitality, we've had great support from Melbourne visitors since we came out of last year's lockdown. But I always like to look at the positive and this is a great opportunity for us to work together as a region and look after one another."

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Although The Convent has been closed for the last week and has seen a large number of cancellations in weddings and event bookings, Ms Banitska is expecting the local community will band together to support local business.

"We're looking at this as an opportunity to reach out to new audiences," she said.

While Mr Ward might be seeing his business booming and Ms Banitska is keeping her spirits high, CEO of Daylesford Macedon Tourism Steve Wroe says the region as a whole was dealt with a $150 million blow in 2020.

Mr Wroe expects the loss of Melbourne tourists over the Queen's Birthday long weekend to be another economic hit, particularly to smaller businesses and those in accommodation.

"It's one of, if not the biggest long weekend of the year," Mr Wroe said.

"We are typically quieter during the summer months, and autumn and winter are our big seasons for Daylesford."

Mr Wroe said on a good weekend Daylesford sees about 20,000 tourists come through the town, with a mix of day-trippers and those who are staying overnight.

"Usually overnighters are better for the economy because they spend an average of $200 per night, per person," Mr Wroe said.

"We're looking at a good 6000 people spending the night over a long weekend, which is a lot of money."

Partners in Wellbeing helpline provides one-to-one wellbeing support and free access to financial counsellors to businesses. Call 1300 375 330.

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