International visitation

International Visitor Survey results, year ending June 2016

International visitors to Victoria spent $6.7 billion in the year ending June 2016, representing year-on year growth of (+18.9%) or $1.1 billion more than last year, exceeding the national average growth (+14.2%). Victoria also experienced year-on-year growth in international visitors to reach 2.6 million (+12.8%) and nights (+7.5%) to reach 58.8 million above the national average and key competitors.

Melbourne experienced strong year-on-year growth in international spend (+19.7%) and visitors (+12.6%), outperforming the national capital city averages on these measures in the year ending June 2016. However, growth in visitor nights in Melbourne (+7.4%) lagged behind visitor nights growth in the Gold Coast and Sydney (+17.1% and 8.6% respectively). Adelaide and Hobart both also out-performed Melbourne in terms of international visitor spend with increases of 21.9% and 21.1% respectively. International visitor spend in Melbourne represents 93.5% of total international overnight expenditure in Victoria.    

International visitors to regional Victoria increased strongly by 21.2% in the year ending June 2016. International overnight expenditure increased by 8.4% year-on-year to reach $440 million. International visitor nights in regional Victoria also increased by 8.5% compared to the previous year to 6.9 million.  Visitors increased strongly from both the Eastern markets (+35.5%) and Western markets (+17.3%), representing 32% and 64% respectively, of total international overnight visitors to regional Victoria.

There was growth in spend in Victoria in all key markets from both the Western and Eastern Hemisphere and Victoria continued to out-perform the national average growth rates. Increases were recorded in markets including Indonesia (+39.6%), the USA (+33.9%), Singapore (+31.3%), China (+28.3%), Malaysia (+15.5%), the UK (+13.0%), India (+11.6%), and New Zealand (+6.8%).

International overnight expenditure in Victoria is highest from China, the UK and New Zealand. The China market continues to underpin Victoria’s international growth. China’s share of expenditure to the State is 33.5% and is more than the next six markets combined: UK (6.3%), New Zealand (6.3%), Malaysia (5.6%), Singapore (5.0%), USA (5.0%) and India (4.0%).

Visitor expenditure increased year-on-year from all key purpose segments for the year ending June 2016. Expenditure growth was strongest for the Education segment (+30.2%), followed by the Holiday (+15.9%) and Visiting Friends and Relatives segments (VFR +11.2%). Visitor expenditure from the Business segment also increased marginally (+0.8%), during the period.

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

International Expenditure Visitors and Nights in Victoria YEJune2016PDF

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 31st August 2016