International Visitor Survey results, year ending December 2015
In the year ending December 2015, expenditure grew strongly (+30.4%) to reach $6.5 billion, exceeding the national average growth (+19.5%). This exceeds the recent national forecast prediction of 6.7% growth rate for 2015/16. Victoria’s international visitor and expenditure growth rates are the largest on record with key influences including a low Australian dollar, major international events, significant visa changes and increased airline capacity. Victoria experienced year-on-year growth in international visitors (+13.6%) and nights (+16.6%) at higher rates than the national average and key competitors.
In Melbourne, year-on-year growth in international overnight visitors (+14.1%) and spend (+31.4%) reached record levels, with strong growth also experienced for nights (+17.5%), leading to all measures outperforming the national capital city averages. International visitor spend in Melbourne represents 93.2% of total international overnight expenditure in Victoria.
In regional Victoria, strong year-on-year increases in visitors, nights and spend reinforces an emerging pattern of recent growth following the negative growth experienced several years ago. Visitors increased from the Eastern markets (+35.9%) and Western markets (+14.6%), representing 31% and 64% respectively of international overnight visitors to regional Victoria.
Compared to the previous year and accompanying growth in visitors, there was growth in expenditure from almost all key markets: China (+59.2%), Singapore (+35.7%), the UK (+31.7%), India (+29.8%), the USA (+24.6%), New Zealand (+20.4%) and Malaysia (+7.3%) however Indonesian visitor expenditure in Victoria fell (-4.9%), influenced by the shortened trip lengths.
The China market continues to underpin Victoria’s international growth. In the year ending December 2015, Chinese expenditure grew strongly by 59.2% to $2.2 billion (exceeding the Government’s long term 2020 target of $2.0 billion) while visitor numbers increased by 25.5% year-on-year to reach 490,000 visitors. Chinese visitor expenditure accounts for a third (33.4%) of total international visitor expenditure in Victoria. Alongside this, Chinese visitor nights in Victoria increased year-on-year behind the national average, New South Wales and Queensland. As a result, Victoria’s share of nights declined (-1.2% pts to 31.9%), with New South Wales increasing its lead (+2.3% pts to 40.1%). This was influenced by declines in Chinese VFR and Business visitor nights to Victoria.
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Last Updated 11th March 2016