Victoria has continued to experience strong growth in visitors in the year to June 30, the latest results of the National Visitor Survey has revealed, with evidence that marketing campaigns promoting regional Victoria are having a positive effect.
The Victoria Tourism Industry Council welcomes the latest results, which showed very encouraging trends such as year-on-year growth in total domestic overnight visitation and visitor spend was ahead of the national average and key competitor states such as New South Wales and Queensland. Regional Victoria also performed strongly with growth in domestic spend (+10%), visitors (+11.1%) and visitor nights (+8.9%) which were all ahead of the national average.
Victoria Tourism Industry Council Chief Executive Brad Ostermeyer said the growth in visitation, visitor nights and expenditure is proof that Victoria is becoming a destination of choice for our interstate and intrastate travellers.
“However, even though these results are encouraging, we cannot be complacent,” he said.
“We must invest in key infrastructure projects such as the Shipwreck Coast and redevelopment works for Puffing Billy Railway so that travellers continue to visit and revisit Victoria. We want visitors to stay longer and spend more because of the world class experiences and facilities on offer.
“Victoria’s brand development and marketing efforts must be accelerated to ensure that Visit Victoria is well-resourced in continuing to attract visitors to our State. The Wander Victoria campaign is contributing towards strong growth in both overnight and day trip intrastate visitation.”
Overnight expenditure, visitors and nights growth in regional Victoria were driven by both interstate (spend: +6.4%, visitors: +8.0% and nights: +3.7%) and intrastate (spend: +12.5%, visitors: +11.7% and nights: +10.5%) markets. Day trip expenditure in Victoria also grew by 6.7% year on year which was a result of a strong increase in daytrip spend in regional Victoria. Once again, these figures were all ahead of the national average.