Latest News

Back to Latest News back

 

Victoria’s visitor statistics hit new highs

Victoria’s visitor statistics hit new highs
January 9, 2019

Victoria’s visitor economy is reaching record highs with boosts to visitation and tourism expenditure buoyed by effective marketing campaigns, global event acquisitions and a diverse tourism offering.

According to the national and international visitor surveys, total tourism expenditure in Victoria increased 8.6% in the year ending September 2018 to reach $28.2 billion, while total visitors to and within Victoria increased 8.2% in that period to 82.3 million, which includes 28.4 million overnight visitors and 54 million daytrips.

Asian markets continued to lead international spend growth for Victoria, with double-digit increases recorded from India (+35.5%), China (+20.4%), Japan (+16.3%) and Indonesia (+11.8%). Visit Victoria’s international marketing campaigns and trade missions, including dedicated activity in China, have worked alongside aviation partnerships and trade missions to increase visitation to the state.

The year ending September 2018 results showed that domestic overnight spend, visitors and nights in Melbourne increased, while regional Victoria recorded double-digit growth in overnight spend, in part thanks to Visit Victoria’s active domestic marketing and event acquisition activity.

Visit Victoria’s interstate Melbourne campaign, A Twist at Every Turn, has been driving visitors while the Your Happy Space campaign is encouraging Melburnians to venture to Victoria’s regions.

Visit Victoria’s highly successful major events strategy has grown Victoria’s global standing, with acquisitions like Harry Potter and the Cursed Child, the Presidents Cup 2019, WWE Super Show-Down, MoMA at the NGV, the Australian Open, the Formula 1 Australian Grand Prix and many more.

The business events arm of Visit Victoria, the Melbourne Convention Bureau, has continued to identify and convert high yield business event opportunities and attract visitors from far and wide.

Delighted by the continued growth, Visit Victoria’s Chief Execuitve Peter Bingeman said that the record numbers were a testament to Victoria’s global standing as a premiere destination for events and new experiences.

Bingeman explained “Visit Victoria is driving jobs and economic growth, which is good news for Melbourne, and vital to securing the future of Victoria’s regions.

“We’re going to make sure that the visitor economy continues its phenomenal growth in the future with strategies like Victoria’s Golf Tourism Strategy 2018-2023 and partnerships with the likes of the NRL, Rugby Union and NGV.”

Statistics 
• On average, an additional $9.2 billion per year has been added to Victoria via the visitor economy in the last five years.
• An average increase of 5.5% per annum over the last five years means an additional 19.4 million visitors each year for Victoria.
• Total tourism expenditure in Melbourne grew 9.5% year-on-year to $18.1 billion.
• Total tourism expenditure in Regional Victoria grew 7.0% year-on-year to $10.1 billion.
International Visitor Survey (IVS): 
• International expenditure in Victoria continued to break records to reach $8.3 billion in the year ending September 2018, representing growth of 8.6% and increasing market share of expenditure by 0.9 percentage points.
• Victoria well exceeded the national growth rate for spend (+5.2%) and key competitor NSW (+2.1%).

National Visitor Survey (NVS): 
• Solid growth of 9.8% was recorded in domestic overnight expenditure in Victoria to reach $14.6 billion.
• Total domestic overnight visitors to and within Victoria increased by 6.8% to 25.4 million.

Sources: International and National Visitor Surveys, Tourism Research Australia (TRA), year ending September 2018

Click here for further information about the Victorian visitor statistics.

Images: Melbourne's Federation Square (top) and the Gumbuya World waterpark (below).

Related Articles

23rd November 2018 - 2018 RACV Victorian Tourism awards celebrate leading tourist attractions and events

20th December 2018 - Victoria’s first heated outdoor wave pool opens at Funfields

18th November 2018 - New strategy aims to put Victoria in world’s top golf destinations

9th November 2018 - Parks Victoria announces $1.2 million infrastructure facelift for popular open spaces

16th October 2018 - Visit Victoria releases world’s first dog optimised tourism campaign

13th October 2018 - Domestic visitors stay longer and spend more in Victoria

7th October 2018 - Victoria benefits from cultural tourism boom

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

5th June 2018 - New Victorian visitor economy guide emphasises role of local government


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

PAYSMART

Headquartered in Brisbane with an Australia-wide network of satellite offices, PaySmart is one of Australia’s largest and longest-standing direct debit billing companies. In 1996 we began…

read more

Access / Billing / Fitness / Technology

 
 

SeatGeek Asia Pacific

SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…

read more

Entertainment / Sport / Technology / Ticketing / Venues

 
 

EventPro

At EventPro Software, we are proudly different from our industry competitors. We have a development-driven culture and 20 years’ experience in event, venue, and catering management software,…

read more

Events / Hospitality / Technology / Ticketing / Venues

 
 

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

 
 
 

SOLARWISE NSW DOLPHIN TECH

Solarwise NSW / Dolphin Tech were the first and are the largest Dolphin dealer in NSW with a full service facility and full range of spare parts "on the shelf". We also provide on site…

read more

Aquatics / Venues

 
 

HYPOXI Australia Pty Ltd

HYPOXI®  is one of Europe’s most successful health and weight loss studio concepts.  It’s the first weight loss technology to incorporate exercise with advanced vacuum and…

read more

Fitness / Technology / Wellness

 
 

HRMWEB

At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…

read more

Finance / Fitness / Technology

 
 
 
 

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