Victoria’s Visitor Economy: Our forgotten hero
Victoria’s Visitor Economy:
Our forgotten hero
Dianne Smith Kristina Burke Ian McDougal Nigel Preston Adrian Byrt
Michael Hamilton Ellana Katos Chris Porter Adeline Keh
300,000500,000
740,0001.1 million
1.6 million2.0 million
2.7 million
35,000 65,000 98,000 -
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
YE Sept2005
YE Sept2006
YE Sept2007
YE Sept2008
YE Sept2009
YE Sept2010
YE Sept2011
YE Sept2012
YE Sept2013
YE Sept2014
Domestic Overnight Trips Domestic Daytrips
TOURISM IN MELBOURNE’S WEST
FIGURE 2: VISITATION TO MELBOURNE’S WEST (DOMESTIC OVERNIGHT, DOMESTIC DAYTRIPS & INTERNATIONAL)
Source: Tourism Research Australia, National Visitors Survey, International Visitors Survey, 2015Data for year ending September 2014. Data compiled by Urban Enterprise
TOURISM IN MELBOURNE’S WEST
FIGURE 4: PROPORTION OF TOTAL VISITATION BY PURPOSE OF VISIT MELBOURNE’S WEST & MELBOURNE REGION (5 YEAR AVERAGE)
0%
10%
20%
30%
40%
50%
60%
Holiday Visiting friends andrelatives
Business Other reason
Melbourne's West (5 Year Average) Melbourne Region (5 Year Average)
Source: Tourism Research Australia, National Visitors Survey, International Visitors Survey, 2015Data for year ending September 2014. Data compiled by Urban Enterprise
TOURISM IN MELBOURNE’S WEST
FIGURE 10: LENGTH OF STAY IN REGION (DOMESTIC OVERNIGHT VISITORS) MELBOURNE’S WEST & MELBOURNE REGION (5 YEAR AVERAGE)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 night 2 nights 3 nights 4 - 7 nights 8 - 14nights
15 - 30nights
31 or morenights
Melbourne's West (5 Year Average) Melbourne Region (5 Year Average)
Source: Tourism Research Australia, National Visitors Survey, 2015Data for year ending September 2014. Data compiled by Urban Enterprise
VTIC’s submission to the VVE
• Large super-growth sector
• One of the state’s 7 pillars
• Regions are more reliant on tourism
• Unrealised potential, especially JOBS
• Crucial factors/opportunities –
partnerships, coordination
Increasing demand and products in regional destinations
Ensure Melbourne’s tourism capacity continues to match demand
Aviation Access
Challenges
• Lack of profile within government
• Agency governance
• Coordination between tourism/events,
and other sectors eg education
• More partnerships