• Victoria Tourism Industry Council (VTIC)
  • fb_icon
  • li_icon
  • tw_icon
  • yt_icon

Domestic tourism in Victoria boosted by major events

21 /06/ 2017 Comments are Closed

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.

About the Author

admin_webfirmdemo

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s,

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

X