International Visitor Survey results, year ending September 2016
International visitors to Victoria spent $6.7 billion in the year ending September 2016, representing year-on year growth of (+8.5%) or $526 million more than last year. However growth was below the national average growth (+10.5%). Victoria also experienced year-on-year growth in international visitors to reach 2.6 million (+13.3%), above the national average growth rate (+11.5%). Growth in nights was more subdued (+3.9%), to reach 59.9 million.
Melbourne experienced strong year-on-year growth in international spend (+8.6%) and visitors (+13.0%) and nights (+3.9%), outperforming the national capital city average growth for visitors but below for spend and nights. Growth in spend for Melbourne (+8.6%) lagged behind interntional spend growth for Sydney (+18.5%), Adelaide (+16.8%) and the Gold Coast (15.0%). International visitor spend in Melbourne represents 93.0% of total international overnight expenditure in Victoria.
International overnight expenditure in regional Victoria increased by 7.2% in the year ending September 2016 to reach $469 million. International overnight visitors to regional Victoria increased strongly by 22.3% year-on-year to 509,000. International visitor nights in regional Victoria also increased by 3.6% to 7.0 million. Visitors increased strongly from both the Eastern markets (+28.1%) and Western markets (+20.5%), representing 32% and 64% respectively, of total international overnight visitors to regional Victoria.
There was growth in spend in Victoria by almost all key markets from both the Western and Eastern Hemisphere in the year ending September 2016. Strong double digit increases were recorded in markets including the USA (+29.8%), Indonesia (+20.1%) and India (+10.6%). Growth was also strong from Singapore (+9.0%), China (8.8%), Malaysia (6.3%) and the UK (+4.8%). Spend from New Zealand visitors 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 $2.3 billion, China’s share of expenditure to the State is 33.7% and is more than the next six markets combined: New Zealand (6.2%), the UK (6.0%), Malaysia (5.5%), USA (5.1%), Singapore (4.7%) and India (4.3%).
Visitor expenditure increased year-on-year for the Education (+20.7%) and Holiday (+10.7%) segments whilst the Visiting Friends and Relatives segment remained stable (+0.0%). Visitor expenditure declined from the Business (-2.4%) and Employment (-21.8%) segments during the year ending September 2016.
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Tourism Australia produces a range of information on international visitation research and market intelligence including market segmentation studies, visitor profiles and aviation information.Last Updated 20th December 2016