Latest News

Back to Latest News back

 

Victoria benefits from cultural tourism boom

Victoria benefits from cultural tourism boom
October 7, 2018

Cultural tourism to Victoria is booming, with record numbers of international visitors enjoying the state’s creative and cultural offering, including Melbourne’s flagship museums and galleries.

New figures show international cultural visitors injected almost $2 billion into the state economy last year, an 88% increase since 2013.

China is the city's biggest and fastest growing international market for cultural tourism and is expected to be worth more than $1 billion alone by 2025.

Melbourne Museum is one Victoria’s top attractions for international tourists, with an average of 9.3% of daily visitors coming from overseas. Over the last year, the Carlton museum has seen a 76% increase in visitors from China - almost 20,000 Chinese tourists visited in 2017/18, more than any other international group.

Museums Victoria has employed a dedicated marketing, communications and business development manager for the Chinese market and has delivered initiatives such as Lunar New Year celebrations, partnerships with Chinese media outlets, and in-language signage and collateral.

Melbourne is Australia’s leading city for cultural tourism with creative experiences among the top reasons people visit the city.

Cultural visitors are those who visit three or more cultural sites or events during their trip – including galleries, museums, historical sites and performances. They are lucrative segment of the tourism market and on average, stay longer and spend more during their visit.

Melbourne is home to Australia’s busiest gallery, library, museums and theatres and Victoria’s state-owned cultural attractions welcomed 13.2 million local, national and international visitors last year – a record number.

Melbourne has also been dubbed one of the world’s top music cities – in large part due to our globally recognised independent arts community, street art and music scene.

Commenting on the trend, Victorian Minister for Creative Industries Martin Foley stated “it’s great to see so many international visitors spending time in our world-class cultural institutions and we’re working hard to keep growing this valuable market.”

Image: Melbourne Museum.

Related Articles

24th September 2018 - Greater Melbourne’s first ever Destination Management Visitor Plan gets industry unveiling

28th July 2018 - MoMA at NGV exhibition attracts more than 100,000 visitors in first month

18th July 2018 - Key objects announced for world premiere Nelson Mandela exhibition at Melbourne Museum

3rd June 2018 - Australia’s largest contemporary art gallery to open as part of expanded NGV

1st May 2018 - TTF welcomes Victorian Government’s tourism backing in 2018/19 budget

21st September 2017 - National Gallery of Victoria rated Australia’s top museum

7th June 2017 - VTIC highlights challenges for tourism in regional Victoria

6th April 2017 - Visitor attractions hit by stolen credit card scam

6th May 2016 - 399,127 visitors attend Andy Warhol and Ai Weiwei exhibition at NGV

24th July 2013 - Victoria’s 2020 Tourism Strategy launched at National Tourism and Events Excellence Conference

12th July 2010 - Melbourne Museums attendance tops two million


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Clubware

Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation

 
 

MYRTHA POOLS

Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness

 
 

Intelligenz

Intelligenz provides Leisure Management Software for managing all your Program Registrations, Facility Bookings, Membership Sales and POS Transactions; including detailed Reporting, automated…

read more

Access / Billing / Finance / Marketing / Technology

 
 

Sportybots

We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…

read more

Fitness / Play / Recreation / Sport / Wellness

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

DEBITSUCCESS

Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…

read more

Billing / Finance / Fitness / Golf / Recreation

 
 
 

iDwala Pty Ltd

iDwala is the Community Sports Surface Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…

read more

Consultants / Design / Recreation / Sport / Surfaces

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business