• Victoria Tourism Industry Council (VTIC)
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CHIEF EXECUTIVE UPDATE: INTERNATIONAL VISITORS SEEING MORE OF VICTORIA THAN EVER BEFORE

20 /06/ 2012 Comments are Closed

The growth in international tourists visiting Victoria is great news for our industry, with very encouraging signs for regional destinations, but there are still areas for improvement. The number of international visitors to Victoria grew 5.5 per cent in the year ending March 2012, the strongest growth of any state, while there was an almost 20 per cent jump in international tourist expenditure in regional Victoria.

The growth in visitation, length of stay and expenditure in the regions is especially pleasing and confirms the range of attractive activities and experiences across the state.

The results, revealed in the latest International Visitor Survey, were fuelled by large growth in visitors from eastern markets, including China, Taiwan, Korea and Indonesia. Victoria was also the only state to achieve an increase in visitors from Japan.

It’s fantastic news that visitors from these rapidly growing markets are viewing Victoria as an attractive holiday and business event destination, and are broadening their experience beyond Melbourne.

It is concerning, however, that the dispersal is uneven. Daylesford and the Macedon Ranges, Yarra Valley and the Dandenongs, and Phillip Island all recorded solid year-on-year growth. Meanwhile, the Grampians and the Mornington Peninsula recorded declines. Even the Great Ocean Road, a traditionally popular destination for international visitors, experienced a slight decline year-on-year. This should not be perceived as a criticism of any one destination, but rather an opportunity to lobby for the additional resources our industry needs to ensure that visitors are dispersed evenly and that our industry grows sustainably. We need to address this situation.

We also note the decline in visitors from western destinations, largely due to economic woes in western Europe. This is reflected in the decrease in backpacker visitors across the country, including Victoria. There was also a decline in education visitors to Victoria, while this market grew in New South Wales and Queensland. Victoria’s previous strength in attracting international students is now weakening and greater coordination across both the education and tourism sectors is required to reverse this trend.

Also this month, VTIC has welcomed the launch of the latest phase of Tourism Australia’s global marketing campaign, ‘There’s nothing like Australia’, in China. We’re looking forward to industry being as involved in this campaign as possible and will be staying in touch with you about this.

We’re also delighted with the Federal Government’s decision this week to reduce future increases in the Passenger Movement Charge (PMC). Late last week, VTIC added our voice to a national campaign by the tourism industry to oppose changes to the PMC and it’s fantastic to hear that it will not be linked each year with inflation.

VTIC

About the Author

VTIC

The peak body for Victoria's tourism and events industry, VTIC represents key industry associations and operators, with over 1400 members.

Events

january

23jan2:00 pm3:30 pmVictorian Chamber Presents: Fair Work Update2:00 pm - 3:30 pm Online

february

06feb6:00 pm8:00 pmSpotlight on a Member at Auscarts Racing6:00 pm - 8:00 pm Auscarts Racing

12feb9:00 am5:00 pmDestination Melbourne presents: Playful Tourism9:00 am - 5:00 pm Holiday Inn Melbourne on Flinders

12feb5:45 pm7:30 pmVictorian Chamber Presents: Business After Dark5:45 pm - 7:30 pm Marvel Stadium

19feb8:00 am10:00 amVictorian Chamber Presents: ignite+Swinburne8:00 am - 10:00 am Swinburne Advanced Manufacturing and Design Centre

20feb10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

26feb8:30 am3:00 pmFeatured2019 VTIC Visitor Economy Forum and Tourism Australia Industry Briefing8:30 am - 3:00 pm Melbourne Convention and Exhibition Centre

march

06mar6:00 pm8:00 pmSpotlight on a Member at Melbourne Star Observation Wheel6:00 pm - 8:00 pm Melbourne Star Observation Wheel

15mar7:45 am10:00 amVictorian Chamber Presents: Grand Prix Breakfast7:45 am - 10:00 am Carousel

20mar10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

20mar5:30 pm8:00 pmVictorian Chamber Presents: Fast Forward - Speed Networking5:30 pm - 8:00 pm RACV City Club, Bayside Room 4, Level 2

26mar9:00 am5:00 pmDestination Melbourne presents: Aboriginal Tourism Workshop9:00 am - 5:00 pm Holiday Inn Melbourne on Flinders

28mar12:00 pm4:00 pmVictorian Chamber Presents: AFLW Grand Final Lunch12:00 pm - 4:00 pm Marvel Stadium

april

03apr6:00 pm8:00 pmSpotlight on a Member- Save the Date6:00 pm - 8:00 pm

17apr10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

may

01may6:00 pm8:00 pmSpotlight on a Member- Save the Date6:00 pm - 8:00 pm

22may10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

june

05jun6:00 pm8:00 pmSpotlight on a Member- Save the Date6:00 pm - 8:00 pm

19jun10:30 am11:30 amVTIC Webinar Series - Save the Date10:30 am - 11:30 am Online

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