International visitation

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).

How many international travellers visit Victoria, where do they come from and how much do they spend?

International Visitor Survey Infographic Year ending December 2016 (132 KB, PDF) PDF

International Visitation and Expenditure Year Ending December 2016 (900 KB, XLXS) XLS

How many international travellers will visit Victoria in the future?

Tourism Forecast July 2016 National and State (324kb)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 29th March 2017