AusLeisure

New research shows that Victoria’s tourism industry has rebounded during the year ending as September 2022, showing a 4.9% rise in total expenditure market share, giving the state the highest percentage of market share across Australia with the state’s visitor economy is now worth $26.5 billion.

According to Tourism Research Australia’s National Visitor Survey (NVS) and International Visit Survey (IVS) in the year ending September 2022, total tourism spend in Victoria has returned to 84% of the pre-pandemic level with visitors back to 78% of the pre-pandemic activity.

NVS results also show total domestic spend now exceeds the pre-pandemic year ending September 2019 by 5% to reach $24 billion, with very strong growth of 78% year-on-year. In comparison, total domestic visitors are back to 80% of the pre-pandemic level, with 33% year-on-year growth.

Melbourne has further extended its lead over Sydney as the city with the highest level of interstate overnight spend in Australia at $4.7 billion, compared to Sydney’s $4 billion in the year ending September 2022.

Regional Victoria continues to deliver strong results, with domestic overnight spend in regional Victoria up by 35% at $9.6 billion, representing a significant increase from $7.1 billion in the year ending September 2019.

Roy Morgan’s Travel and Tourism Survey also shows that for the second consecutive quarter, Melbourne came out on top as the most preferred destination in Australia by interstate travellers.

The Victorian Government has delivered significant support to ensure tourism through its $633 million Visitor Economy Recovery and Reform Plan.

Welcoming the NVS findings, Visit Victoria Chief Executive, Brendan McClements stated “after a difficult time for our industry, we’ve been unwavering in our resolve to get people back to Victoria through our Get Set and Stay Close, Go Further campaigns, as well as attracting a remarkable line up of major and business events.

“It’s pleasing to see that visitors are flooding back to Victoria to experience our incredible food, culture, creativity, nature and events.”

Image: Central Melbourne from the Lakeside Stadium.

Related Articles

21st December 2022 - MCEC events contribute over $383 million to the Victorian economy

21st December 2022 - Record visitor numbers deliver for the Whitsundays

6th December 2022 - New TTF data shows rising domestic intrastate tourism spending

5th December 2022 - Victorian Tourism Awards 2022 honour business excellence and performance

4th November 2022 - Victoria’s newest spa and thermal springs now operational

28th October 2022 - Report highlights investment opportunities in Grampians tourism

28th September 2022 - Significant progress made on St Kilda Pier redevelopment

17th September 2022 - Cruise ships return to Victoria along with direct international flights

12th September 2022 - Alpine Resorts Victoria appoints Amber Gardner as inaugural Chief Executive

5th September 2022 - Victoria’s Tourist And Heritage Rail Sector receives further funding

16th July 2022 - Adventure Tourism Victoria partners with Weploy

4th July 2022 - Funding for paid training to support Victorian hospitality and tourism industry

31st May 2022 - New Liability Insurance package launched for outdoor adventure, recreation and tourism activities

24th March 2022 - Victoria University Polytechnic offers free training for entry-level hospitality and tourism jobs

11th February 2022 - Victoria celebrates tourism excellence and resilience at latest industry awards

4th December 2021 - New $24.8 million Puffing Billy Visitor Centre officially opens

17th February 2021 - VTIC fear loss of jobs in Victorian tourism and events without further support

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.