INNER MELBOURNE REGION 2007 TOURISM SNAPSHOT

Tourism is a significant contributor to the Inner Melbourne economy. The snapshot features a summary of the latest tourism data including visitation, expenditure and employment.

The Inner Melbourne Region is defined by the following four Local Government Area’s (LGA’s):

• City of Melbourne;
• City Port Phillip;
• City of Stonington; and
• City of Yarra.

TOURISM INDUSTRY OVERVIEW

 

 

 

• Total visitation to the Inner Melbourne Region was 11.8 million, a decrease of 2.1% compared to 2006. This includes 6 million domestic day trippers, 4.6 million domestic overnight visitors and 1.1 million international visitors. The decrease in visitation was largely due to the increase in low cost air fares and the high Australian Dollar.

• Visitors to the Region spent a total of $6.2 billion. This accounts for 16% of direct visitor expenditure across Australia ($38.9 billion) in 2007.

• Tourism directly provided 30,200 jobs for the Inner Melbourne Region, accounting for 6.5% of total jobs for the Region. Most jobs were generated in tourist accommodation, visitor attractions, cafes and restaurants, and retail.
 

HOW MANY VISITORS?

THE INNER MELBOURNE REGION IS ONE OF THE KEY TOURISM DESTINATIONS IN AUSTRALIA

The Inner Melbourne Region Attracted 11.8 million visitors in 2007

This includes 6 million domestic daytrip visitors, 4.6 million domestic overnight visitors and 1.1 million international visitors in 2007.

TOTAL VISITORS (MILLIONS) 2002 - 2007

Source: IVS and NVS, Tourism Australia.

 

VISITATION HAS MARGINALLY DECREASED IN 2007

 

The total number of visitors to the Region decreased by 2.1% in 2007, compared to 2006.
This decrease in visitation is in line with the decrease in total visitors to Victoria, due mainly to the impact of low cost air fares and the high Australian dollar in 2007.

The decrease in total visitation is primarily attributed to a sharp decline in domestic overnight and international visitors.



Source: Urban Enterprise, utilising data IVS and NVS, Tourism Australia

 

THE INNER MELBOURNE REGION ATTRACTED THE SECOND HIGHEST NUMBER OF VISITORS OF ALL INNER CAPITAL CITY REGIONS

 

Only Inner Sydney attracted a high number of visitors. This highlights the importance of the Inner Melbourne Region to Australia’s tourism economy.


TOTAL VISITATION TO INNER CITY REGIONS 2007 (MILLION)

Source: Tourism Research Australia

WHY IS TOURISM IMPORTANT?


VISITOR EXPENDITURE IS IMPORTANT FOR BUSINESS

Visitors to the Inner Melbourne Region spent a total of $6.2 Billion in 2007 in local tourism businesses. Over half of all visitor expenditure was from domestic overnight visitors ($3.2 Billion).




TOURISM PROVIDES JOBS FOR MELBOURNIANS

Tourism provided approximately 30,200 jobs in the Inner Melbourne Region in 2007 and accounts for 6.5% of all jobs in the Inner Melbourne Region.

There are approximately 18,500 tourism jobs in the City of Melbourne, 4,700 tourism jobs in the City of Port Phillip, 3,400 tourism jobs in the City of Stonington, and 3,500 tourism jobs in the City of Yarra.
 

Source: Urban Enterprise, utilising data from ABS Census 2006 and Tourism Satellite Accounts.

 

VISITORS TO MELBOURNE SPEND MORE

Visitors spend much more when visiting Inner Melbourne than other destinations in Victoria.
Overnight visitors spend more than twice as much in Inner Melbourne than any other region in Victoria.



Source: Tourism Research Australia.

 

Domestic daytrip visitors spend $111 per day, domestic overnight visitors spend $698 per visit and international visitors spend $2084 when visiting Melbourne.

 

Source: Tourism Research Australia.


WHO ARE OUR VISITORS? WHERE DO VISITORS COME FROM?


DOMESTIC VISITORS



Daytrip visitors are predominantly from Victoria (94%).
More than one third of overnight visitors come from NSW; a further 30% are from Victoria.

Source: Tourism Research Australia.


INTERNATIONAL VISITORS

Key international markets are New Zealand, UK, Continental Europe, China and the USA.



Source: Tourism Research Australia.


HOW LONG DO VISITORS STAY?

The average length of stay per domestic overnight visitor in 2007 was 2.8 nights.

WHY DO VISITORS COME?

Daytrip visitors predominantly come for holiday leisure, shopping and events.
Overnight domestic visitors predominantly come for holiday, leisure and business.
International visitors predominantly come for holiday and leisure and business reasons (55%).

Source: Tourism Research Australia


WHERE DO VISITORS STAY?

 

More than half of domestic and international visitors choose to stay in hotel and motel accommodation.
Source: Tourism Research Australia
Tourism Research