The Victoria Tourism Industry Council (VTIC) has applauded the state’s tourism industry for the significant growth achieved in visitor numbers and expenditure over the past year.
The recently released Tourism Research Australia “International Visitor Survey” shows that for the year ended June 2014 Victoria performed well overall:
- “International visitor expenditure” grew by 8.1 percent to $4.9 billion, outperforming growth for New South Wales (+6.1 percent to $6.9 billion), Queensland (unchanged at $4.0 billion) and the national average (+3.5 percent).
- “International overnight visitors” grew (+10.9 percent to 2.05 million) to exceed 2 million for the first time.
VTIC chief executive Dianne Smith said although China continues to be the leading source market, it is pleasing to see growth from traditional markets such as the United Kingdom and the United States, in terms of both visitor numbers and expenditure.
Importantly, expenditure in regional Victoria showed strong growth (+23.8 percent to $368 million), exceeding the previous high recorded for June 2012. There was also strong growth in visitors to (+17.5 percent year-on-year to 375,400) and nights in (+7.5 percent to 6.0 million) regional Victoria, with both at record levels. Visitors to regional Victoria increased from both Eastern (+28.5 percent) and Western (+14.2 percent) markets.
Ms Smith said continued efforts are needed to ensure regional Victoria reaps tourism’s benefits.
“It’s positive to see improvement in expenditure, visitor numbers and nights in regional Victoria, but compared to the state totals, the proportion of international visitors travelling to, and spending in, regional Victoria is modest,” said Ms Smith.
“More work is required to develop high quality products and experiences in regional Victoria, with a culturally appropriate interpretation, that will entice more international visitors. This is one of VTIC’s key recommendations for the major parties in the 2014 state election.”
The results of the National Visitor Survey for the year ended June 2014 will be released on 10 September and Ms Smith said the industry looks forward to seeing how Victoria fares in regard to domestic travel.