SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…read more
Victoria benefits from cultural tourism boom
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.
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
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.
The Complete Guide to Leisure Industry Products & Services.
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. 19th July 2018 - ENTA AUSTRALASIA REBRANDS AS VIVATICKET 17th October 2016…read more
PulseTec Solutions is a leading provider of software systems and solutions to the health and fitness industry for more than a decade. Our key products and services include ClientConnect studio and…read more
TRP help health clubs, leisure centres and gyms across the globe create happy, loyal members through our user-friendly software which enables effective engagement and the delivery exceptional customer…read more
Anti Wave International is the original suppliers of top performance swim, aquatic sports, leisure and pool programming equipment. Founded in 1971, Anti Wave International is proud of its…read more
Recreation Management Software for managing all your program registrations, facility bookings, membership pass sales and Point of Sale; including detailed reporting, automated customer communication…read more
Talk To Us For Independent Advice & Specialised Services We're business people, not sales reps IP HUB is one of Australia’s leading advisors on telecoms for both small businesses and…read more
Also at 3 Squill Place, Arndell Park NSW 2148 ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!