Tourism Research Australia has released new data showing the Victorian tourism industry has recovered by 4.9 per cent in total expenditure market share, giving Victoria the highest percentage of market share across Australia with the state’s visitor economy 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 per cent of the pre-pandemic level with visitors back to 78 per cent of the pre-pandemic activity.
NVS results also showed total domestic spend now exceeds the pre-pandemic year ending September 2019 by five per cent to reach $24 billion, with growth of 78 per cent year-on-year.
In comparison, total domestic visitors are back to 80 per cent of the pre-pandemic level, with 33 per cent 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.
Tourism Minister Steve Dimopoulos said the state had a number of attractions which continue to draw in domestic and international visitors each year.
“From securing new aviation routes to attracting some of the best major international events and delivering them to destinations across the state, we’re ensuring the industry is well positioned to continue this incredible growth,” he said.
“Victoria is a world-class destination that offers visitors spectacular experiences and through our major events calendar we’re ensuring we’re front of mind for visitors from across the globe, supporting more jobs and businesses right across the state.”
Visit Victoria chief executive Brendan McClements said it had been a difficult time for the tourism 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,” he said.
“It’s pleasing to see that visitors are flooding back to Victoria to experience our incredible food, culture, creativity, nature and events.”
