Add Category
The South Australian city of Mount Gambier is known for its cold and wet weather, but those involved in the local tourism industry say that is not holding back younger visitors from coming to the city as much as it did for baby boomers.
Key points:
- Tourists traditionally come to Mount Gambier in summer
- Younger travellers are coming in seasons when it is wet and windy
- Marketing is changing to reflect this
The change in the profile of visitors to the city is affecting how it is promoted, what type of accommodation is being offered, and the types of restaurants people can dine at.
City of Mount Gambier strategic development and visitor economy coordinator Amanda Stevens said millennials and members of generation Z travelled when it suited them, rather than sticking to the traditional tourist season, which in the South East's case was summer.
"They're travelling all year round — things like long weekends, public holidays, school holidays, they're not technically sticking to those — and they're embracing whatever weather comes with their destination," Ms Stevens said.
"So they're more interested in the landscape rather than picking a season, but they're happy to come in all seasons and just embrace what they're getting when they get here."
Mount Gambier's biggest attraction — the Blue Lake — is an electric blue in summer but a much steelier colour at other times of the year.
The latest Mount Gambier Regional Guide features a much less bright Blue Lake than normally depicted on tourism brochures for the city so that younger people who visit outside of the normal tourist season are not disappointed.
Ms Stevens said younger tourists came to Mount Gambier for an authentic experience of nature.
"The traveller really does expect to see when they get here what they're seeing in the visuals before they get here, and that's what we're leaning into more," she said.
Getting close to nature
Rachel Gerds and Dan Billingsley installed two wooden geodesic domes among trees on their property at the base of the dormant Mount Schank volcano, near Mount Gambier, just over a year ago.
Visitors can feel like they are among the weather without being cold or wind-blown.
Ms Gerds said that, despite the stereotype of young people being glued to their phones, they enjoyed staying in a place without mains power or Wi-Fi to get closer to nature.
"I think our core target market has been that gen Z or millennial traveller who's coming through and wants to be closer to nature, wants to unplug, wants the chance to disconnect and get away from the technology that we're so accustomed to in our day-to-day lives," she said.
"So some things that maybe some tourism operators might see as hurdles, like the fact that we're off-grid, we actually use it as an advantage and we think our core customer sees it that way as well."
Ms Gerds said social media marketing, including with influencers, had been important in attracting younger people to stay, despite the relatively high cost.
"Word of mouth is our best advertising, and being able to have something like social media that amplifies that word of mouth in the digital space really plays to our audience and where they are and where they're active," she said.
New, trendy restaurants
Kirby Shearing opened what he calls his "destination restaurant" Elementary last year in a former warehouse on Margaret Street in Mount Gambier, which is transforming from an industrial estate into a retail strip.
A similar venture failed a decade ago but he said with a new generation of visitors, Mount Gambier was becoming more of a foodie destination than it used to be, getting out of the shadow of the well-known Coonawarra wine area.
"Mount Gambier is a volcano ready to erupt," he said, figuratively.
"I do really think that it's happening."
Local produce and wine are also the stars at the South Australian Hotel, which reopened earlier this month after being closed for a year for renovations.
It was transformed from one of Mount Gambier's most typical country pubs to its most modern.
"I think it would be great if Mount Gambier became an actual tourist destination for the likes of food or wine or other alcohol that is manufactured here locally," general manager Lucy Burchell said.
"I would love it if Mount Gambier could become better known for that and I would love for our hotel to play a part in that."
Older millennials Kate Radley and Joni Gilbertson live interstate but visited the South Australian Hotel in Mount Gambier on Wednesday for a wine.
Ms Radley said she was glad to see Mount Gambier's food and drink scene modernise.
"It needed to evolve, absolutely," she said.
Get our local newsletter, delivered free each Friday