International visitation

International Visitor Survey results, year ending March 2017

International visitors to Victoria spent $7.3 billion in the year ending March 2017, representing year-on-year growth of 7.8%. Growth was ahead of the national average (+7.6%) and Queensland (+2.6%) but behind New South Wales (+9.5%). Victoria also experienced year-on-year growth in international visitors to reach 2.7 million (+7.7%), behind the national average growth rate (+9.2%) and New South Wales (+9.8%) and ahead of Queensland (+6.8%). Visitor nights grew to reach 66.6 million (+13.1%), well ahead of national average growth rate (+5.4%) and key competitors.

Melbourne experienced year-on-year growth in international spend (+6.5%), visitors (+6.8%) and nights (+12.2%), outperforming the national capital city average for visitor nights, but below for spend and visitors. Growth in spend for Melbourne (+6.5%) was ahead of Gold Coast (-0.3%) but was behind the national cities averages (+8.8%), Sydney (+9.9%) and Brisbane (+9.6%). International visitor spend in Melbourne represents 92.9% of total international overnight expenditure in Victoria.      

International overnight expenditure in regional Victoria increased by 28.2% year-on-year to reach $513 million. International visitors increased by 9.7% to 519,400 in the year ending March 2017. International visitor nights in regional Victoria also increased by 20.1% compared to the previous year to reach 8.0 million. This was influenced by the leisure segment, which represents  close to two-thirds (63%) of the year-on-year increase in the volume of nights in regional Victoria. Regional Victoria growth rates were above the national regional average growth rates: spend (+4.7%), visitors (+6.7%) and nights (+1.7%). Visitors increased from both the Eastern (+4.8%) and Western markets (+12.7%).

International visitor expenditure growth in Victoria was positive for the Education (+17.5%), Business (+2.4%) and Holiday (+2.2%) segments, while the VFR segment declined (-1.3%) for year ending March 2017. Expenditure by international Education visitors comprises the majority of international visitor spend in Victoria (43%). Education visitors from key markets including China and India increased strongly (+26.0% and 43.2% respectively), with solid growth also from New Zealand (+6.6%) and Indonesia (+4.9%). Note that Education visitors recorded in the IVS are defined as having stayed in Australia for less than 12 months.

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 from Indian (+16.4%) and Chinese (+12.7%) visitors. Other key markets to grow strongly included New Zealand (+9.8%) and Malaysia (+8.9%), while Singapore (-16.4%), the UK (-9.5%) and Indonesia (-1.4%) experienced declines.

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

International Visitor Survey Infographic Year ending March 2017 (263 KB) PDFPDF

International Visitation and Expenditure Year Ending March 2017 (904 KB) XLXSXLS

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 6th June 2017