Calls to make a trip down the Great Ocean Road, with businesses in Lorne reporting serious economic impacts after an emergency-filled start to the year.
Revenue from the summer sustains Lorne throughout the year, with January often its peak month of trade, but fires and floods have seen a drop in spending.
The Surf Coast Shire Council’s Economic Development team has surveyed 68 businesses in Lorne, with card transaction data showing the impact felt on tourism.
The average daily spend in the coastal town between January 1 and 15 sat at $386,000, but this number dropped to $172,000 in the second half of the month.
31% of the businesses surveyed said they’d lost the equivalent of a month’s income, while a further 47% reported at least a week’s loss.
The businesses reported the January 15 flooding as the biggest deterrent, with 89% attributing negative impacts to the emergency event.
Fires in the Otways and evacuation advice for nearby towns were also common answers, both listed by 77% of businesses.
Only 5% of respondents said there hadn’t been any negative impact on their business.
Councillor Leon Walker said advance accommodation bookings were down on previous years, with more than half of respondents expecting lower-than-usual trade until Easter.
“We really want everyone to know that Lorne is open and the town is keen to welcome visitors,” Cr Walker said.
“Locals rallied so strongly to help those impacted by the flooding – the best way for everyone to say ‘thanks’ is to visit Lorne and the surrounding towns soon.
“It’s a beautiful place for a day trip, overnight stay or extended visit at any time of year.
“If you can make it down in the coming weeks and beyond, the community would really appreciate your support.”
