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Victoria's visitor economy hits $30 billion
Results from the latest National Visitor Survey have revealed Victoria’s visitor economy has reached $30 billion, showing Visit Victoria is well on track to achieve a target of $36.5 billion by 2025 as set out in the Victorian Government’s Visitor Economy Strategy.
The results of the National Visitor Survey for the year ending March 2019 show Victoria recorded double-digit growth across all key domestic tourism measures and was above the national average growth rates for number of visitors and nights.
Domestic overnight visitors to and within Victoria increased at a pace of 11.8 per cent, above the national average increase of 10.1 per cent, to 27.8 million total visitors. Domestic overnight expenditure grew by 11.9 per cent to reach $15.5 billion.
The results showed interstate tourism to Melbourne is strong, with visitation up by 10.9 per cent, visitor nights up by 14.6 per cent and expenditure up by 7.4 per cent. Melbourne’s total domestic overnight growth in visitor numbers and nights was above the average rate for all capital cities, and interstate overnight expenditure in Melbourne increased by 7.4 per cent to reach $5.8 billion, $760 million ahead of interstate visitor spend in Sydney.
In regional Victoria, intrastate tourism is booming with increases in visitors (up 11.0 per cent), visitor nights (up 11.1 per cent) and expenditure (up 14.0 per cent). This growth is primarily coming from Melburnians, but there is still strong growth in the regional to regional market.
Domestic overnight expenditure for regional Victoria grew by 12.1 per cent to reach $6.8 billion, driven by high spend growth from intrastate visitors (up 14 per cent to $5.4 billion).
Visitor expenditure grew for eight out of Victoria’s eleven tourism regions with the greatest increases seen in Daylesford and the Macedon Ranges (up 37 per cent), Mornington Peninsula (up 31.4 per cent), Victoria’s High Country (up 24.5 per cent), Geelong and the Bellarine (up 18.2 per cent) and Murray (up 15 per cent).
Visit Victoria CEO Peter Bingeman said the results have been achieved with the assistance of interstate and intrastate marketing campaigns, alongside an array of major events and regional events.
Visit Victoria has a clear strategy to encourage Melburnians to visit regional Victoria, backed by the Your Happy Space campaign and more the 200 regional events over the past three years.Visit Victoria CEO Peter Bingeman
“The latest results show our strategy is working with an 11 per cent increase in intrastate visitors, an 11 per cent increase in visitor nights, and intrastate expenditure up by 14 per cent to reach $5.4 billion.”
The strong performance from the intrastate market has driven Victoria’s overall visitor economy to $30 billion when combined with international visitor expenditure.
“Visit Victoria has helped the state’s visitor economy to reach $30 billion by backing local tourism operators, strategically marketing Victoria to a range of audiences and attracting the major events that make Victoria the sporting and cultural capital of the country,” Peter Bingeman said.
“Visit Victoria will continue to work tirelessly to make Victoria’s visitor economy the strongest in the country.”