International Visitor Survey results, year ending December 2016
International visitors to Victoria spent $6.9 billion in the year ending December 2016, representing year-on-year growth of 6.1%. Growth was slightly behind the national average (+6.7%) and New South Wales (+12.7%) but ahead of Queensland (+4.0%). Victoria also experienced year-on-year growth in international visitors to reach 2.7 million (+10.4%), again behind the national average growth rate (+11.2%) and New South Wales (+13.2%). Visitor nights grew strongly to reach 62.9 million (+8.2%), well ahead of national average growth rate (+2.0%) and key competitors.
Melbourne experienced year-on-year growth in international spend (+5.9%), visitors (+9.6%) and nights (+8.7%), outperforming the national capital city average for visitor nights, but below for spend and visitors. Growth in spend for Melbourne (+5.9%) was ahead of Gold Coast (-2.0%) and Brisbane (+3.3%) but lagged behind Sydney (+14.7%). International visitor spend in Melbourne represents 93.0% of total international overnight expenditure in Victoria.
International overnight expenditure in regional Victoria increased by 9.6% year-on-year to reach $483 million. International visitors increased by 8.6% to 498,000 in the year ending December 2016. International visitor nights in regional Victoria also increased by 4.5% compared to the previous year to reach 7.2 million. Regional Victoria growth rates for expenditure and nights were above the national growth rates (+6.4% and -1.4% respectively) however overnight visitor growth was below the national regional average (+10.0%). Visitors increased from both the Eastern (+7.0%) and Western markets (+9.9%), and notably, working holiday makers to regional Victoria grew 18% year-on-year.
There was growth in spend in Victoria by most key markets from both the Western and Eastern Hemisphere. Strong double-digit increases in spend were recorded in markets including Indonesia (+21.0%), the USA (+19.9%) and India (+19.1%). Growth was also strong from Malaysia (+8.4%) and China (+8.3%). Spend from Singapore (-9.3%) and Hong Kong (-8.3%) declined while spend from the United Kingdom declined marginally year-on-year (-1.3%).
International overnight expenditure in Victoria is highest from China, New Zealand and the UK. The China market continues to underpin Victoria’s international growth. At $2.4 billion, China’s share of expenditure to the State is 34.1% and is more than the next six markets combined: New Zealand (6.4%), the UK (6.1%), Malaysia (5.5%), USA (5.1%), India (4.6%) and Singapore (4.2%).
Visitor expenditure increased year-on-year for the main purpose segments with strong growth for Education (+13.0%) and Holiday (+6.4%) segments and marginal growth for Visiting Friends and Relatives (+1.0%) and Business (+1.0%) segments during the year ending December 2016. Education visitors from China and India both increased strongly (+22.4% and 29.5% respectively).
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