• Victoria Tourism Industry Council (VTIC)
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Accredited Visitor Information Services (VIS) encourage visitors to spend more and stay longer

18 /12/ 2019 Comments are Closed

The latest results from the ongoing Victorian Visitor Information Servicing Survey continue to illustrate the value accredited Visitor Information Services (VIS) contribute to a visitor’s overall experience in the region, encouraging greater spend and length of stay.

Data from across the State is collated every six months, with results from the past 18 months showing a significant sample size of 4,500 responses from international, interstate and intrastate visitors, and over 200 follow up email responses received.

The top findings of note are:

  • $187 average additional spend as a result of visiting an accredited VIS
  • 1 in 5 stayed longer as a result of visiting an accredited VIS
  • 91% of tourists visited places or attractions otherwise wouldn’t have, after speaking to VIS staff

Intercepting visitors as they leave the VIS, our survey shows that 46% of visitors to an accredited VIS are Victorian residents, and 54% are interstate or international visitors. 16% of our respondents were domestic visitors on a daytrip, in contrast to the NVS data (YE June 2018) of 2.7% of domestic daytrip visitor going to a VIS.

The accreditation standards are highly valued by respondents, with 71% finding it important to get their information from an accredited VIS, and 86% likely or very likely to recommend an accredited VIS to their family and friends.

Accredited VIS are ambassadors for their region, working closely with local tourism businesses to ensure visitors receive the most up to date tips and recommendations, resulting in 93% of respondents likely to recommend the local area to their friends and family. With international VFR expenditure worth $1.5 billion and domestic VFR expenditure worth $2.5 billion to Victoria’s visitor economy (Tourism Research Australia 2019), VIS can be a core component in the mix of reaching this growing market.

The full economic and demographic data from the last 18 months is available here.

For further information on the survey and results, please contact Grace Maynard at gmaynard@vtic.com.au.

Grace Maynard

About the Author

Grace Maynard

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