• Victoria Tourism Industry Council (VTIC)
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How much more does a visitor spend after visiting an accredited Visitor Information Service (VIS)?

29 /01/ 2019 Comments are Closed

Over the past six months, VTIC has been facilitating the conduct of the Victorian Visitor Information Servicing Survey. To date, we’ve received over 2050 responses from intrastate, interstate and international visitors, and over 100 follow up email responses. All of this now representing a very significant sample size from which we can draw insights and conclusions to inform our efforts in future.

The results have clearly illustrated that our Accredited Visitor Information Services (VIS) are seen as a valuable contributor to a visitor’s overall experience in the region and indeed has encouraged greater spend and length of stay. The top findings of note are:

  • $132 average additional spend as a result of visiting an Accredited Visitor Information Service (VIS)
  • 1 in 5 stayed longer as a result of visiting an Accredited VIS
  • 93% of tourists visited places they otherwise wouldn’t have, after speaking to VIS staff

With IVS/NVS data showing that 3.5 million visitors went to an Accredited VIS during the year ending June 2018, these results show the clear value that VIS can contribute to their regional visitor economy.

Intercepting visitors as they leave the VIS, our survey shows that roughly 50% of visitors to an Accredited VIS are Victorian residents, and 50% are interstate or international visitors. 17% of our respondents were domestic visitors on a daytrip, in contrast to the IVS/NVS data of 2.7% of domestic daytrip visitors going to a VIS.

The accreditation standards are highly valued by respondents, with 82% finding it important to get their information from an accredited VIS, and over a third recognised the blue and gold i-logo and the standards it represents.

Click here to view our infographics with full economic and demographic data.

The survey will continue for another six months, and VTIC looks forward to continued strong results for Accredited VIS.


About the Author


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



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