International visitation

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.

How many international travellers visit Victoria?

IInternational visitation to regions of Victoria, year ending December 2015 (355 kb)PDF

Where do they come from?

International visitation to Victoria by origin, year ending December 2015 (321 kb)PDF

How much do international visitors spend in Victoria?

International tourism expenditure in Victoria, year ending December 2015 (338 kb)PDF

How many international travellers will visit Victoria in the future?

Tourism Forecast November 2015 (327kb)PDF

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 11th March 2016