visitor information centres - business victoria · 2019. 1. 7. · • queenscliff visitor...

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VISITOR INFORMATION

CENTRES

Produced by the Tourism,

Events and Visitor Economy

Research Branch

Released

January 2019

3.49M total visitors to Victoria went to a VIC in Victoria

+1.6% p.a. (2016-18)

Visitor Information CentresYear ending June 2018

Sources: International and National Visitor Surveys, Tourism Research Australia, Canberra, years ending June 2016 to June 2018.

Short-term visitors (less than 12 months) aged 15 years or older.

An estimated 3.5 million visitors went to a Visitor Information Centre (VIC) in Victoria in the year ending June 2018.

VIC visitors vs total visitors to Victoria, YE June 2018

While international overnight visitors comprise only 4 per

cent of total visitors to Victoria, they account for 15 per cent

of all VIC visitors in Victoria. Interstate and intrastate

overnight visitors to/within Victoria are also overrepresented

at VICs in Victoria, while domestic daytrip visitors are

underrepresented (40% of VIC visitors in Victoria compared

with 66% of total visitors to/within Victoria).

International overnight visitors to Victoria are most likely to go to a VIC

in Victoria (18.1% of international overnight visitors to Victoria),

although this proportion declined 3.0 percentage points compared with

the previous period. Domestic overnight (6.4%) and daytrip (2.7%)

visitors to Victoria are less likely to go to a VIC in Victoria, but daytrip

visitors’ propensity to visit a Centre has remained relatively stable.

4.4% of total visitors to Victoria went to a VIC in Victoria

- 0.4% pts (2016-18)

VIC Visitation in Victoria – YE June 2016 to 2018

536,200 international overnight visitors to Victoria

went to a VIC in Victoria -5.2% p.a. (2016-18)

18.1% of international overnight visitors to Victoria

went to a VIC in Victoria -5.2% pts (2016-18)

1.57M domestic overnight visitors to/within Victoria

went to a VIC in Victoria - 0.7% p.a. (2016-18)

6.4% of domestic overnight visitors to/within Victoria

went to a VIC in Victoria - 1.2% pts (2016-18)

1.38M domestic daytrip visitors to/within Victoria

went to a VIC in Victoria +7.6% p.a. (2016-18)

2.7% of domestic daytrip visitors to/within Victoria

went to a VIC in Victoria +0.1% pts (2016-18)

TO

TA

L

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Regional Victoria Melbourne

33% of international overnight visitors to regional

Victoria went to a VIC in Victoria

20% of international overnight visitors to

Melbourne went to a VIC in Victoria

VIC Visitation Among Visitors to Victoria’s Tourism Regions – YE June 2018*

8% of domestic overnight visitors to/within regional

Victoria went to a VIC in Victoria

5% of domestic overnight visitors to/within

Melbourne went to a VIC in Victoria

Overnight visitors to regional Victoria are more likely

to go to a VIC in Victoria than overnight visitors to

Melbourne.

Overnight visitors to tourism regions closer to

Melbourne are less likely to go to a VIC in Victoria

than overnight visitors to regions further away.

* 2 year averages. Note - figures refer to visitors who went to a VIC anywhere in Victoria on their trip. Visitation data for VICs in each tourism region is not available.

Sources: International and National Visitor Surveys, Tourism Research Australia, Canberra, year ending June 2018.


Victorian tourism regions where overnight visitors are most likely to have been to a Victorian VIC on their trip

International overnight visitors:

55% of international overnight visitors to Grampians went to a VIC in

Victoria

44% of international overnight visitors to Great Ocean Road went to

a VIC in Victoria

47% of international overnight visitors to Phillip Island went to a VIC

in Victoria

40% of international overnight visitors to Gippsland went to a VIC in

Victoria

Domestic overnight visitors:

13% of domestic overnight visitors to Grampians went to a VIC in

Victoria

12% of domestic overnight visitors to Victoria's High Country went

to a VIC in Victoria

12% of domestic overnight visitors to Phillip Island went to a VIC in

Victoria

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Locations of VICs visited by overnight visitors to Victoria’s tourism regions – YE June 2018*

In the year ending June 2018*, international overnight visitors to Victoria’s tourism regions used both regional and metro

VICs, however visitors to regions closer to Melbourne tended to use metro-based VICs more heavily than regional ones.

For example, 20 per cent of international overnight visitors to Mornington Peninsula tourism region went to a VIC in Melbourne,

while only 13 per cent went to a VIC in regional Victoria. We see similar results for Yarra Valley and Dandenong Ranges (18 per

cent went to a Melbourne VIC and 11 per cent went to a VIC in regional Victoria) and Phillip Island (32 per cent went to a

Melbourne VIC and 26 per cent went to a VIC in regional Victoria).

In contrast, international overnight visitors to tourism regions further away from Melbourne were more likely to go to a VIC in

regional Victoria than in the metro area. In particular, this was observed in Grampians (39 per cent of international overnight

visitors to Grampians went to a VIC in regional Victoria while only 31 per cent went to a VIC in Melbourne), Victoria’s High

Country (23 per cent went to a VIC in regional Victoria while 20 per cent went to a VIC in Melbourne) and Murray (19 per cent

went to a regional VIC and 16 per cent went to a metro VIC) tourism regions.

17% of international overnight

visitors to Victoria went to a

VIC in Melbourne

4% went to a VIC in regional

Victoria.


visitors to Melbourne went to

a VIC in Melbourne


Victoria.


visitors to regional Victoria

went to a VIC in Melbourne


Victoria.

International Overnight Visitors

2% of domestic overnight

visitors to/within Victoria


5% went to a VIC in

regional Victoria.


visitors to/within Melbourne



Victoria.


visitors to/within regional

Victoria went to a VIC in

Melbourne


Victoria.

Domestic Overnight Visitors

* 2 year averages



In the year ending June 2018*, domestic overnight visitors to/within Victoria used both regional and metro VICs.

Location of Visitor Information Centre

Tourism Region VisitedMelbourne

(000s)

% of Total

Overnight

Visitors to

the Region

Regional

Victoria

(000s)

% of Total

Overnight

Visitors to

the Region

Victoria

(000s)

% of Total

Overnight

Visitors to

the Region

Rest of

Australia

% of Total

Overnight

Visitors to

the Region

Australia

% of Total

Overnight

Visitors to

the Region

Daylesford and the Macedon Ranges N/A N/A N/A N/A 5 28% 4 19% 7 35%

Geelong and the Bellarine 11 21% 10 18% 18 33% 11 21% 21 39%

Gippsland 20 26% 20 26% 31 40% 28 37% 40 53%

Goldfields 11 24% 10 22% 17 37% 9 20% 20 43%

Grampians 16 31% 20 39% 29 55% 20 39% 35 67%

Great Ocean Road 63 29% 58 26% 97 44% 79 36% 125 57%

Melbourne 473 17% 98 4% 532 20% 353 13% 720 26%

Murray 9 16% 11 19% 17 30% 14 25% 24 42%

Peninsula 12 20% 8 13% 17 28% 8 14% 20 34%

Phillip Island 16 32% 13 26% 24 47% 15 29% 28 54%

Victoria's High Country 7 20% 8 23% 13 37% 7 20% 15 45%

Yarra Valley and Dandenong Ranges 9 18% 5 11% 12 25% 6 11% 15 30%

Regional Vic 114 22% 93 18% 173 33% 123 23% 224 42%

Victoria 485 17% 115 4% 559 20% 374 13% 759 27%

Domestic Overnight Visitors to Victoria

Melbourne 323 4% 97 1% 412 5% 73 1% 462 5%

Regional Vic 99 1% 1,147 7% 1,235 8% 224 1% 1,387 9%

Victoria 395 2% 1,153 5% 1,536 6% 253 1% 1,713 7%

International Overnight Visitors to Victoria


Short-term visitors (less than 12 months) aged 15 years or older. 5

Ori

gin

Pu

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Lif

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art

yA

cti

vit

ies

Went to a VIC

All Visitors

Went to a VIC

All Visitors

Domestic Overnight International Overnight

Visitor Information Centres User* Profile - YE June 2018

Le

ng

th o

f S

tay

*Note that this profile includes all visitors to Victoria who visited a VIC anywhere in Australia on their trip; this may include visitors to Victoria who

visited VICs in other states and territories.

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Sources:

• International Visitor Survey, Tourism Research Australia, years ending June 2016 – 2018

• National Visitor Survey, Tourism Research Australia, years ending June 2016 – 2018

Images courtesy of Visit Victoria:

• Queenscliff Visitor Information Centre (cover)

• Reeds Lookout, Grampians National Park (p.3)

Factsheet produced by the TEVE Research Unit, January 2019.

Due care is taken in the production of this factsheet, however DJPR accepts no responsibility for use of this information.

Summary Table – VIC visitation in Victoria and Australia – YE June 2018

The following questions first appeared on the National and International Visitor Surveys in January 2015:

National Visitor Survey

(Overnight and daytrips) “Did you go to a visitor information centre while on this/the trip?”

(Overnight trips only) “In which of these places did you go to a Visitor Information Centre?” (metro/regional)

International Visitor Survey

“Did you visit a visitor information centre at this stopover?”/“In Australia, did you go to a Visitor Information Centre while on this trip?”

“And where was the Visitor Information Centre you went to?” (metro/regional)

VIC in Victoria VIC in Australia

Year ending June 2018 Went to a VIC% of visitors

to/within VictoriaWent to a VIC

% of visitors

to/within Australia

Domestic

Total domestic visitors (000's) 2,956 3.8% 11,976 4.0%

Overnight visitors (000's) 1,572 6.4% 6,622 6.7%

Interstate (000s) 584 7.5% 2,880 8.8%

Intrastate (000s) 987 5.9% 3,742 5.6%

Visitor nights (000's) 7,255 44,568

Interstate (000s) 3,705 25,534

Intrastate (000s) 3,549 19,033

Length of stay (nights) 4.6 6.7

Interstate (000s) 6.3 8.9

Intrastate (000s) 3.6 5.1

Daytrip visitors (000's) 1,385 2.7% 5,354 2.7%

International

Overnight visitors (000's) 536 18.1% 1,559 19.0%

Visitor nights (000's) 12,960 61,856

Length of stay (nights) 24.2 39.7

TOTAL

Visitors (000's) 3,493 4.4% 13,536 4.4%

Visitor nights (000's) 20,214 106,424

visitor information centres - business victoria · 2019. 1. 7. · • queenscliff visitor...

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