National Visitor Survey results, year ending December 2016
Please note the following when interpreting the year ending December 2016 results.
1. Due to the change in methodology (introduction of mobile phone interviewing) from January 2014, these results should be used with caution when making comparisons to years prior to 2014. Therefore when interpreting the results:
- like-for-like comparisons for growth can be undertaken with the year ending December 2016 to the year ending December 2015 results, as this has three full years of data will have been captured under the new methodology
- comparisons of December results with years prior to the year ending December 2014 should focus on comparative rates of growth.
For the year ending December 2016, key points include:
Expenditure, visitors and visitor nights in Victoria recorded marginal growth, behind the national average and key competitor state growth rates
In the year ending December 2016, domestic overnight expenditure was $12.2 billion. Marginal growth in expenditure was recorded in Victoria (+1.0%), behind the national average growth rate (+5.3%) and key competitors New South Wales (+3.8%) and Queensland (+4.0%). Expenditure growth was driven primarily by intrastate overnight visitors’ spend in Victoria (+3.9%) while interstate overnight spend remained stable (+0.5%).
Total domestic overnight visitors to and within Victoria increased 1.3% to 21.9 million. The year-on-year growth was behind the national average (+4.2%) and key competitors New South Wales (+4.3%) and Queensland (+3.4%). The intrastate market, which makes up the majority of visitors, grew (+3.3%) to 15.0 million visitors, while the interstate market declined (-2.7%) to 6.9 million visitors. Visitor nights in Victoria grew slightly (+1.6%) to reach 64.4 million. Growth in visitor nights was behind the national average (+4.0%) and key competitors New South Wales (+5.1%) and Queensland (+4.7%).
Interstate overnight spend and visitors in Melbourne declined, as well as for Sydney, however increased for capital cities on average
In the year ending December 2016, interstate visitors to Melbourne accounted for $4.0 billion in expenditure, 5.3 million visitors and 18.4 million nights, with spend and visitors marginally declining year-on-year as nights grew. The year-on-year decrease in interstate spend (-1.1%) and visitors (-1.5%) in Melbourne were all behind growth recorded for the national cities averages (spend: +3.5% and visitors: +3.7%). Growth in nights in Melbourne (+5.2%) was in line with national average (+5.3%).
Regional Victoria recorded growth in domestic spend and visitors
Regional Victoria recorded an increase in spend (+2.0% to $5.1 billion) and visitors (+1.2% to 14.0 million) while nights declined marginally (-0.5% to 39.9 million), with all measures well below the national regional average growth rates (spend: +9.0%, visitors: +5.4% and nights: +4.7%). Overnight expenditure growth in regional Victoria was driven by both interstate (+6.5%) and intrastate (+2.8%) markets.
Daytrip expenditure in Victoria increased, influenced by growth in regional Victoria
Daytrip expenditure in Victoria of $4.7 billion grew 3.5% year-on-year. This was behind the national average (+4.0%) and Queensland (+5.1%), but ahead of NSW (-0.3%). The increase in daytrip expenditure was a result of increases in daytrip spend in both regional Victoria (+4.0%) and Melbourne (+2.7%). Daytrip visitors to/within Victoria increased year-on-year (+5.5%), in line with the national average (+5.6%).