Regional Victoria triples regional national average in visitation growth

The Victoria Tourism Industry Council (VTIC) welcomes the latest results of Tourism Research Australia’s International Visitor Survey (IVS), heralding regional Victoria as the best performer in international visitation growth compared to all other states – more than tripling the regional national average with a whopping 12 per cent increase since last quarter.

VTIC Chief Executive Felicia Mariani said the significant increase is testament to regional Victoria’s unmatched nature-based tourism offerings and unique products and services.

“The latest IVS results are proof that regional Victoria is not going unnoticed on a national stage. With major drawcards like Phillip Island’s Penguin Parade and the Great Ocean Road’s Shipwreck Coast, it is not surprising that more and more people are flocking from all over the globe to visit our unparalleled tourism offerings,” Ms Mariani said.

The State Government’s current Regional Tourism Review was also noted by Ms Mariani for the important role it plays in ensuring that there is a case for developing new products and experiences that will engage discerning international visitors and improve our connectivity and dispersal to the regions.

“This planned review will look at better allocation of whole of government resources to support priority projects that will be ‘game changers’ for moving the needle on visitation to regional Victoria from key markets – both domestic and international.

“If we can see a plan that results in joined up investment by Government and the private sector to create compelling experiences across our State – that would be the perfect outcome.

“We need to keep the momentum of this significant improvement,” Ms Mariani said.

While regional Victoria outstripped all other states in terms of international visitation, overnight spend in the regions only slightly improved with a 3.5 per cent increase since 2018.

“If we want our international visitors to access and spend in regional Victoria, we must give them the confidence to do so by integrating infrastructure, attractions, experiences and reliable transport solutions.

“VTIC looks forward to working closely with the Government on initiatives to grow our significant Visitor Economy that contributes over $28 billion to the state and employs over 215,000 Victorians,” she said.

Among the results, VTIC was also pleased to see International visitor spending in Melbourne increase by 7.9 per cent on the previous year to reach $8 billion, while overnight visitors increased by 4.7 per cent to 2.9 million, outperforming Sydney and the Gold Coast.

Source: Victoria Tourism Industry Council