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

Multi-billion dollar bonanza for Victorian tourism

28 /03/ 2018 Comments are Closed

Victoria is enjoying strong year-on-year growth in visitor numbers and spend from our state and national visitors, reaffirming Victoria as the choice destination of travel within Australia.

Visitors are flocking to see our world-class natural attractions in Melbourne and regional Victoria, as well as our year-round program of events spanning sport, culture, arts and theatre that is the envy of every other state.

The Victoria Tourism Industry Council (VTIC) today welcomed Tourism Research Australia’s figures on national visitation for the year ending December 2017, which highlights that Victoria continues to attract more visitors from Australia than ever before.

The results follow a remarkable weekend which saw almost one million people attended the 2018 Rolex Australian Grand Prix, the opening of the AFL season in Melbourne, the International Flower and Garden show, the International Food and Wine Festival and the Melbourne International Comedy Festival. Regional Victoria will too showcase its rich array of events with White Nights in Ballarat, Bendigo and Geelong to be held throughout 2018, as well as the Bright Autumn Festival in May which will showcase the natural beauty of Victoria’s High Country.

Victoria Tourism Industry Council Chief Executive Felicia Mariani said it was pleasing to see growth in Victoria, but regional Victoria in particular is enjoying a gold rush of tourism with a 14% year-on-year growth in national visitors and 15% in national visitor spend.

While the results overall indicate a rise in visitor numbers, expenditure and nights for Melbourne and regional Victoria, almost 70% of visitors to regional Victoria were Victorians with the remainder being from interstate.

Ms Mariani said despite the positive results, Victoria cannot afford to rest on its laurels, but rather build on this momentum by continuing to strongly advocate on behalf of industry to drive more demand into regional Victoria, particularly for interstate visitors.

“While VTIC is delighted with the figures there is still much work to be done to ensure that our interstate visitors see regional Victoria as a must-do and must-see component of their trip to Melbourne. We will continue to urge the State Government to allocate long-term funding to Victoria’s demand driving bodies for both tourism and events so that we are, and remain, the first-choice destination of travel in Australia for Australians.

“Tourism and a strong calendar of business and major events in Victoria is vital for the many thousands of businesses in regional Victoria and an important avenue for creating and sustaining employment in our regions,” she said.

“These latest figures again reinforce that the Visitor Economy is a key pillar of Victoria’s overall economy and the Victorian Government must strongly support and develop this flourishing industry.”


About the Author


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



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


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


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


08may6:00 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


05jun5:30 pm7:30 pmSpotlight on a Member- Floyd’s Aperitivo Bar5:30 pm - 7:30 pm

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