Domestic visitation

National Visitor Survey results, year ending September 2016

Please note the following when interpreting the year ending September 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 September 2016 to the year ending September 2015 results, as this has two full years of data will have been captured under the new methodology
  • comparisons of September 2016 results with years prior to the year ending September 2015 should focus on comparative rates of growth.

For the year ending September 2016, key points include:

Expenditure, visitors and visitor nights in Victoria recorded marginal growth

In the year ending September 2016, domestic overnight expenditure was $12.0 billion.  Marginal growth in expenditure was recorded in Victoria (+0.9%), behind the national average growth rate (+5.1%). Expenditure growth was driven by intrastate overnight visitor spend in Victoria (+6.1%)
, with domestic interstate overnight spend in decline for this period (-3.7%).

Total domestic overnight visitors to and within Victoria increased 2.3% to 21.7 million. The year-on-year growth was behind the national average (+4.8%).  The intrastate market, which makes up the majority of visitors, grew (+5.5%) to 14.9 million visitors, while the interstate market declined (-4.1%) to 6.7 million visitors.  Visitor nights grew slightly (+1.9%) to reach 64.0 million.

Interstate overnight spend, visitors and nights in Melbourne decline, lagging behind the average for all national cities

In the year ending September 2016, interstate visitors to Melbourne accounted for $3.9 billion in expenditure, 5.2 million visitors and 17.8 million nights, with all key measures in decline year-on-year.

Regional Victoria recorded marginal growth in domestic overnight spend, visitors and nights, driven by the intrastate market

Regional Victoria recorded an increase in spend (+2.3% to $5.1 billion), visitors (+1.7% to 13.7 million) and nights (+1.5% to 39.9 million). Overnight expenditure growth in regional Victoria was driven by the intrastate market (+4.0%), while interstate overnight expenditure in regional Victoria declined (-1.1%) year-on-year.

Daytrip expenditure in Victoria increased fuelled by regional Victoria

Daytrip expenditure in Victoria of $4.6 billion grew marginally over the year (+2.6%).  This was ahead of the national average (+1.5%) and NSW (-4.2%). The increase in daytrip expenditure was driven by Regional Victoria (+5.6%), while daytrip expenditure in Melbourne declined (-1.8%). Daytrip visitors to and within Victoria increased by 7.4% year-on-year, in line with the national average.

National Visitor Survey Infographic Victoria Year ending September 2016 (170 kb) PDFPDF

How many Australians visit Victoria?

Domestic visitation to regions of Victoria, year ending September 2016 (431kb)PDFPDF

Where do they come from?

Domestic visitation to Victoria by origin ye Sep 2016 (186 KB)PDFPDF

What's their main purpose for coming?

Domestic Visitation to Victoria by purpose Sep 2016 (225 KB)PDFPDF

What do we know about interstate visitors to Victoria?

View the domestic market profiles

Where are Victoria’s campaign regions?

View a map of Victoria's 11 tourism regions

How much do Australian visitors spend in Victoria?

Domestic Tourism Expenditure in Victoria By Regions YE Sep 2016 (493 KB)PDFPDF

How many Australians will visit Victoria in the future?

Tourism Forecast July 2016 National and State (324kb)PDFPDF

Last Updated 22nd December 2016