The Victoria Tourism Industry Council welcomes the latest results of the National Visitor Survey, which showed positive results for Victoria across the board for the year ending March 2017. VTIC finds the new results for interstate visitors and spend in Melbourne particularly pleasing, as it had declined the previous year.
Victoria Tourism Industry Council Chief Executive Brad Ostermeyer said Victoria’s good performance could be attributed to Victoria’s strong events calendar, reputation for cultural tourism and an investment boost in intrastate marketing.
“Key iconic events such as the Australian Open and the Australian Formula 1 Grand Prix bring more people here. This period also coincides with the launch of the Wander Victoria campaign, which targeted Melburnians and encouraged them to visit regional Victoria,” he said.
Day trip visitors to and within Victoria increased year-on-year (+6.4% to 49.3 million) and the amount spent on day trips in regional Victoria increased by almost 10 per cent.
“The results show that if you invest in domestic marketing, you will reap the results. Victorians account for two-thirds of visits within Victoria, so there is an unrealised opportunity to promote Victoria to residents in other states, in turn bringing new money into the state’s economy.”
Domestic day trip spending overall makes up more than one-third of total domestic visitor spend in Victoria. Encouraging these visitors to extend their trip and stay overnight, especially in regional areas, is key to boosting the visitor economy in regional Victoria and generating more jobs in regional tourism.
Total domestic overnight visitors to and within Victoria increased 6.2 per cent to 22.5 million. The year-on-year growth was ahead of the national average and key competitors New South Wales and Queensland. The strong growth was a result of increases in both the interstate market (+10.4% to 7.1 million visitors) and the intrastate markets (+4.3% to 15.4 million visitors).
A recent report by the Boston Consulting Group heralded Melbourne as a global cultural destination, and cites regional Victoria and New South Wales as the largest source markets of cultural tourists to Melbourne. The report found that while Melbourne’s diverse and compelling cultural offering ranks highly in a global context, its marketing and promotion have been identified as key areas for improvement.