Domestic visitation

National Visitor Survey results, year ending June 2016

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

For the year ending June 2016, key points include:

  • Expenditure, visitors and visitor nights in Victoria continue to grow, however behind national average increases. 

    In the year ending June 2016, domestic overnight expenditure was $12.0 billion. Growth in expenditure in Victoria (+3.3%) was ahead of New South Wales (+2.8%) but behind the national average (+6.4%) and Queensland (+7.0%). Expenditure growth was driven by intrastate overnight visitors' spend in Victoria (+6.3%).

    Total domestic overnight visitors to and within Victoria increased 4.6% to 21.6 million. The year-on-year growth was behind the national average (+6.8%), Queensland (+5.7%) and New South Wales (+5.1%). Visitor nights in Victoria grew (+3.0%) to reach 64.0 million. Growth in visitor nights was behind the national average (+4.8%), and New South Wales (+3.7%) but ahead of Queensland (+1.0%). Visitors from the intrastate market, which makes up the majority, grew strongly (+7.5%) to 14.8 million visitors while the interstate market declined (-1.2%) to 6.8 million.
  • Interstate overnight visitors, nights and spend in Melbourne decline. In the year ending June 2016, interstate visitors to Melbourne accounted for $3.9 billion in expenditure, 5.2 million visitors and 17.9 million nights. The year-on-year decrease in interstate spend (-1.2%) and visitors (-0.7%) in Melbourne were behind growth for the national city averages (+5.3% and +7.8% respectively). Interstate visitor nights in Melbourne remained stable (+0.1%) but behind the national interstate average growth for cities (+3.5%).  
  • Growth in visitors and spend strengthens for regional Victoria. Regional Victoria recorded an increase in visitors (+5.4% to 13.9 million) and expenditure (+4.1% to $5.1 billion), with both increases below the national regional averages (+6.8% and +6.4% respectively). Overnight expenditure growth in regional Victoria was driven by the intrastate market (+6.3%), while interstate overnight expenditure remained flat (+0.4%) year-on-year. 
  • Daytrip expenditure in Victoria increases marginally. Daytrip expenditure in Victoria of $4.6 billion grew marginally over the year (+0.5%). This was behind the national average (+7.1%) and key competitors Queensland and NSW, which both experienced growth. This marginal increase in daytrip expenditure was driven by Melbourne (+2.7%) and offset by a decline in regional Victoria (-1.0%). Despite the decline in daytrip spend, daytrip visitors to/within Victoria increased year-on-year (+5.6%), however growth was below the national average of 10.6%.

How many Australians visit Victoria?

Domestic visitation to regions of Victoria, year ending June 2016 (304 kb)PDF

Where do they come from?

Domestic visitation to Victoria by origin ye Jun 2016 (244 KB)PDF

What's their main purpose for coming?

Domestic Visitation to Victoria by purpose June 2016 (302 KB)PDF

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 June 2016 (304 KB)PDF

How many Australians will visit Victoria in the future?

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

Last Updated 18th October 2016