Tourism spend hits record $43.7 billion in Victoria

VICTORIA has recorded its strongest year on record for tourism spending, with new data showing visitors spent $43.7 billion across the state in the 12 months to June.

The figures, released by Tourism Research Australia, show a 20 per cent jump in international visitor spending compared with the previous year.

Minister for Tourism, Sport and Major Events Steve Dimopoulos said the results reflected Victoria’s growing share of the national tourism economy.

“Tourism supports and creates jobs and we’re making sure those opportunities continue to grow,” he said.

“By strengthening ties with international markets, we’re driving new waves of visitors and seeing incredible momentum from overseas visitors.”

The rise has been fuelled in part by the influence of social media, with destinations promoted online reportedly attracting more visitors than ever before.

Victoria now accounts for almost a quarter of Australia’s total visitor spend – 24.7 per cent – overtaking Queensland to become the second-largest market behind New South Wales.

International visitation grew by 11.5 per cent and visitor nights rose 21.5 per cent, with spending by international visitors more than doubling across Phillip Island, the Mornington Peninsula, and Geelong and the Bellarine. Bendigo also posted 57.6 per cent growth.

India was Victoria’s fastest-growing international market, with spending up 78.9 per cent, while China remained the top market with $3.1 billion spent.

Visit Victoria chief executive Brendan McClements said the state’s events calendar was continuing to drive demand.

“From blockbuster sporting events to cultural activity and regional festivals, there is a huge calendar of events delivering benefits right across Victoria,” he said.

Melbourne again led the country for interstate visitors, who spent more nights in the city than in Sydney. Hotels across Melbourne recorded their busiest-ever run of months between January and August.

Regional Victoria also benefited, with $1.8 billion spent by Victorians holidaying within the state during the June quarter, alongside $832 million from international visitors in the past year.

The results follow Premier Jacinta Allan’s announcement in China last week of a $43 million marketing campaign to attract more overseas visitors.

According to the state government, the tourism industry supports more than 288,000 jobs throughout Victoria.