Draft Tourism Strategy 2013-2018 (PDF - 2.9MB) - City of Whittlesea

Case study – FunfieldsAs accurate visitor data for the City of Whittleseais limited, a study was undertaken to record visitationto one of the municipality’s leading attractions, Funfields.Located in Whittlesea, Funfieldsis one of Victoria’s leadingadventure parks and has playedan important role in attractingvisitation to the municipalityover the past 25 years.It is important to note that Funfields only representsone segment of the area’s visitor market. Visitor datarecorded for the month of January 2012 can be usedto give a snapshot of the origin of visitors travellingto the municipality.During this period, 2714 visitor groups were sampled,representing visitors from across Australia. The majorityof visitors were from Victoria (98 per cent) and the other2 per cent were made up primarily of visitors from NSWand several from QLD, SA and WA.The vast majority (41 per cent of Victorian visitors) werefrom the northern suburbs of Melbourne (mostly fromSouth Morang, Mill Park, Bundoora, Thomastown, Lalor,Epping, Craigieburn and Roxburgh Park). Visitors fromMelbourne’s western and eastern suburbs each accountedfor approximately 17 per cent of visitors.If visitor data from Funfields is used to represent generalvisitation to the City of Whittlesea, it is clear that theprimary target market for tourism activity is local residentsand those from neighbouring municipalities.14Funfields, Whittlesea