New data shows Victorian tourism recovery

New research shows that Victoria’s tourism industry has rebounded during the year ending as September 2022, showing a 4.9% rise in total expenditure market share, giving the state the highest percentage of market share across Australia with the state’s visitor economy is now worth $26.5 billion.

According to Tourism Research Australia’s National Visitor Survey (NVS) and International Visit Survey (IVS) in the year ending September 2022, total tourism spend in Victoria has returned to 84% of the pre-pandemic level with visitors back to 78% of the pre-pandemic activity.

NVS results also show total domestic spend now exceeds the pre-pandemic year ending September 2019 by 5% to reach $24 billion, with very strong growth of 78% year-on-year. In comparison, total domestic visitors are back to 80% of the pre-pandemic level, with 33% year-on-year growth.

Melbourne has further extended its lead over Sydney as the city with the highest level of interstate overnight spend in Australia at $4.7 billion, compared to Sydney’s $4 billion in the year ending September 2022.

Regional Victoria continues to deliver strong results, with domestic overnight spend in regional Victoria up by 35% at $9.6 billion, representing a significant increase from $7.1 billion in the year ending September 2019.

Roy Morgan’s Travel and Tourism Survey also shows that for the second consecutive quarter, Melbourne came out on top as the most preferred destination in Australia by interstate travellers.

The Victorian Government has delivered significant support to ensure tourism through its $633 million Visitor Economy Recovery and Reform Plan.

Welcoming the NVS findings, Visit Victoria Chief Executive, Brendan McClements stated “after a difficult time for our industry, we’ve been unwavering in our resolve to get people back to Victoria through our Get Set and Stay Close, Go Further campaigns, as well as attracting a remarkable line up of major and business events.

“It’s pleasing to see that visitors are flooding back to Victoria to experience our incredible food, culture, creativity, nature and events.”

Image: Central Melbourne from the Lakeside Stadium.