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