International visitation

International Visitor Survey results, year ending March 2016

In the year ending March 2016, international overnight expenditure in Victoria grew (+23.7%) to reach $6.7 billion, exceeding the national average growth (+17.6%). This is on track to exceed the national forecast prediction of 6.7% growth rate for 2015/16. Victoria’s international visitors, nights and expenditure are the highest on record. Victoria experienced year-on-year growth in international visitors (+12.6%) and nights (+10.9%) above the national average and key competitors.

Melbourne experienced year-on-year growth in international overnight visitors (+13.3%), nights (+13.0%) and spend (+26.5%), with the number of visitors outperforming the national capital city averages. However, Melbourne lagged behind growth in the Gold Coast and Canberra for visitor nights (+18.5% and 17.9% respectively) and Adelaide for spend (+37.9%) in the year ending March 2016. International visitor spend in Melbourne represents 94.0% of total international overnight expenditure in Victoria.    

Regional Victoria saw an increase in the number of international visitors (+16.9%), however the growth in spend and nights seen previously has been replaced by a decline in the two metrics (-8.8% and -3.0% respectively, influenced by decreases for the Business and Other (including Employment) segments, as well as backpackers). International overnight expenditure in Victoria was $402 million for year ending March 2016, in line with the target for year ending June 2016 of $400 million. Visitors increased from the Eastern markets (+30.8%) and Western markets (+11.6%), representing 32% and 64% respectively, of international overnight visitors to regional Victoria.

There was growth in spend from all key markets: China (+40.0%), Singapore (+34.9%), Indonesia (+30.7%), India (+27.3%), the USA (+22.0%), the UK (+16.9%), Malaysia (+14.2%) and New Zealand (+12.1%). Expenditure from Indonesian visitors has rebounded after a decline last year, driven by strong growth in nights and spend by the Education segment, and despite a decline in visitor numbers in the year ending March 2016 (-5.7% to 51,200).

International overnight expenditure in Victoria is highest from China, the UK and New Zealand.
The China market continues to underpin Victoria’s international growth. In the year ending March 2016, Chinese expenditure grew strongly by 40.0% to $2.3 billion (exceeding the Government’s long term 2020 target of $2.0 billion) while visitor numbers increased by 28.1% year-on-year to reach 532,000 visitors. Chinese visitor expenditure accounts for a third (33.6%) of total international visitor expenditure in Victoria. There was also strong growth in expenditure at the national level (+35.4%). At the same time, visitor nights increased year-on-year, behind the national average and New South Wales but ahead of Queensland resulting in a declined share of visitor nights for Victoria (-0.4% points to 32.3%), with New South Wales increasing its lead (+2.1% points to 40.2%). This was influenced by a strong year-on-year decline of nights in Victoria by Chinese visiting friends or relatives (VFR) in Australia (-19.6%).

How many international travellers visit Victoria?

International visitation to regions of Victoria, year ending March 2016 (255 kb)PDF

Where do they come from?

International visitation to Victoria by origin, year ending March 2016 (257 kb)PDF

How much do international visitors spend in Victoria?

International tourism expenditure in Victoria, year ending March 2016 (257 kb)PDF

How many international travellers will visit Victoria in the future?

Tourism Forecast July 2016 (264kb)PDFPDF

What do we know about international visitors to Victoria?

These international market profiles summarise the latest tourism data by market. They include information on visitor numbers, purpose of visit, expenditure, visitor forecasts, regional dispersal, demographics, visitor behaviour, package travel and booking methods. More here

Want to know more about our international markets?

Tourism Australia External link produces a range of information on international visitation research and market intelligence including market segmentation studies, visitor profiles and aviation information.


Last Updated 14th July 2016