Domestic visitation

National Visitor Survey results, year ending March 2017

Please note this edition includes revised 2014 and 2015 results.

Backcasting has been undertaken to better reflect mobile phone usage by telecommunications companies across Australia following the introduction of mobile phone interviewing from January 2014. Refer to summary notes in attachments for details or Tourism Research Australia External link

In addition, the timing of Easter and school holidays should be taken into account when interpreting the results.


For the year ending March 2017, key points include:

Expenditure, visitors and visitor nights in Victoria grew solidly, with growth for spend and visitors ahead of the national average and key competitor states

In the year ending March 2017, domestic overnight expenditure grew by 11.6% year-on-year to reach $12.7 billion. Growth in spend was ahead of the national average growth rate (+6.3%) and key competitors New South Wales (+3.3%) and Queensland (+5.8%). Expenditure in growth was influenced by growth in both interstate (+21.0%) and intrastate (+6.6%) overnight visitors’ spend in Victoria.

Total domestic overnight visitors to and within Victoria increased 6.2% to 22.5 million. The year-on-year growth was ahead of the national average (+3.1%) and key competitors New South Wales (+4.0%) and Queensland (+4.3%). 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).Visitor nights in Victoria grew (+5.2%) to reach 65.4 million nights. Growth in visitor nights was ahead of the national average (+3.8%) and Queensland (+5.0%) but behind New South Wales (+6.6%).

Interstate overnight spend, visitors and nights in Melbourne grew

In the year ending March 2017, interstate visitors to Melbourne accounted for $4.3 billion in expenditure, 5.5 million visitors and 18.3 million nights, with solid growth recorded for all metrics.The year-on-year increase in interstate spend (+21.3%), visitors (+12.5%) and nights (+11.1%) in Melbourne, following declines experienced the previous year, were all ahead of growth recorded for the national cities averages* (spend: +11.5%, visitors: +5.5% and nights: +6.7%).
*Cities include: Melbourne, Sydney, Brisbane, Gold Coast, Adelaide, Perth, Hobart, Darwin and Canberra

Regional Victoria recorded growth in domestic spend, visitors and nights

Regional Victoria recorded an increase in spend (+7.0% to $5.3 billion), visitors (+5.2% to 14.5 million) and nights (+2.9% to 41.0 million), with all measures ahead of the national regional average growth rates (spend: +4.0%, visitors: +1.6% and nights: +2.7%). Overnight expenditure, visitors and nights growth in regional Victoria were driven by both interstate (spend: +19.8% spend, visitors: +8.0% and nights: +11.5%) and intrastate (spend: +4.6%, visitors: +4.7% and nights: +0.5%) markets.

Daytrip visitors and expenditure in Victoria increased

Daytrip expenditure in Victoria grew 7.4% year-on-year to reach $4.8 billion, ahead of the national average growth rate (+4.0%). The increase in daytrip expenditure was a result of increases in daytrip spend in both regional Victoria (+9.6%) and Melbourne (+4.0%). Daytrip visitors to/within Victoria increased year-on-year (+6.4% to 49.3 million), also well ahead of the national average (+1.2%). The growth in visitors was due to increases in daytrip visitors to both regional Victoria (+7.6%) and Melbourne (+4.1%).

Next release: 20 September 2017


How many Australians visit Victoria, where are they from and how much do they spend?

Domestic Visitor Survey Infographic Year ending March 2017 (184KB) PDFPDF

Domestic visitation and expenditure YE Mar 17 (1.75MB) XLSXLS

What do we know about interstate visitors to Victoria?

View the domestic market profiles

Where are Victoria’s tourism regions?

View a map of Victoria's 11 tourism regions

How many Australians will visit Victoria in the future?

Tourism Forecasts July 2017 National and State (400 kb) (XLXS)XLS

Last Updated 8th August 2017