National Visitor Survey results, year ending March 2016
Please note the following when interpreting the year ending March 2016 results.
1. Due to the change in methodology 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 March 2016 to the year ending March 2015 results, as this has two full years of data will have been captured under the new methodology
- comparisons of March 2016 results with years prior to the year ending March 2015 should focus on comparative rates of growth.
For the year ending March 2016, key points include:
- Growth in expenditure, visitors and nights continues for Victoria, however below national average increases.
In the year ending March 2016, domestic overnight expenditure was $11.9 billion. Growth in expenditure in Victoria (+2.0%) was behind the national average (+4.7%), New South Wales (+4.1%) and Queensland (+5.5%). With overnight spend in Melbourne remaining relatively flat (+0.2%), the increase in expenditure was driven predominantly by intrastate overnight visitors’ spend in regional Victoria (+9.2%).
Total domestic overnight visitors to and within Victoria increased 6.7% to 21.8 million. The year-on-year growth was ahead of New South Wales (+5.5%) but behind Queensland (+8.8%) and the national average (+7.6%). The volume increase in overnight visitors was driven by the intrastate markets.
Domestic visitor nights in Victoria reached 64.4 million, at a rate (+2.6%) behind the national average (+7.6%) and New South Wales (+4.5%), but ahead of Queensland (+1.9%). The growth for Victoria came from intrastate market (+10.0%), ahead of the national average (+7.3%) while interstate nights declined (-6.3%) (note: intrastate overnight spend (at destination only) makes up over three quarters (77.9%) of regional overnight spend and 19.5% of Melbourne overnight spend).
- Interstate overnight visitors, nights and spend in Melbourne decline. There was $3.8 billion spent in destination by 5.2 million interstate overnight visitors to Melbourne in the year ending March 2016, accounting for 17.2 million nights. The year-on-year decrease in visitors (-0.8%), expenditure (-5.2%) and nights (-3.9%) were all behind growth for the national city averages.
- Growth in visitors and spend strengthens for regional Victoria. Regional Victoria recorded an increase in visitors (+8.6% to 14.1 million) and expenditure (+4.7% to $5.1 billion), with both increases below the national averages. The overnight expenditure result in regional Victoria was primarily driven by the intrastate market (+9.2%) while the interstate market decreased (-6.8%) year-on-year.
- Daytrip expenditure in Victoria continues to decline. Daytrip expenditure in Victoria of $4.6 billion decreased (-3.4%, following a year-on-year decline for year ending December 2015 of 4.4%). This was behind the national average (+4.6%) and key competitors (which both experienced growth). This decline was driven by a decrease in daytrip spend in both regional Victoria (-3.4%) and Melbourne (-3.3%). Despite this decline, daytrip visitors to/within Victoria increased year-on-year (+5.2%).