Quick stats
- There were 39.5 million domestic and international visitors to Melbourne in the year ending March 2019
- The total visitor spend was $20.3 billion in the year ending December 2019
- Tourism generated employment of approximately 130,000 people or 5.6 per cent of total employment (direct and indirect jobs)
International tourism
International visitors spent a total of $8.2 billion in Melbourne in the year ending December 2019. There was a total of 3.0 million international visitors to Melbourne, staying a total of 63.3 million nights.
International visitors' reason for visit to Victoria (year ending December 2019)
| Reason for visit | Visitors | Visitor Nights | Expenditure |
|---|---|---|---|
| Holiday | 1,697,000 | 17,708,000 | $2,284 Million |
| Visiting friends and relatives |
1,045,000 | 23,334,000 | $1,451 Million |
| Business | 342,000 | 2,883,000 | $560 Million |
| Employment | 46,000 | 5,056,000 | $361 Million |
| Education | 204,000 | 23,523,000 | $4,084 Million |
| Other Purpose | 23,000 | 452,000 | $49 Million |
Domestic tourism
Domestic visitors spent a total of $12.1 billion in the year ending December 2019, $9.5 billion from domestic overnight visitors and $2.6 billion from domestic day-trip visitors. There were 36.5 million visitors, 11.4 million domestic overnight visitors and 25 million domestic day-trip visitors in the year ending December 2019. 1
Top Attractions (year ending December 2019)2
#1. Melbourne CBD Shopping
Melbourne CBD Shopping had a total of 5.7 million visitors in the year ending December 2019. 3.7 million domestic visitors and 2 million international visitors
#2. Federation Square
Federation Square had a total of 2.7 million visitors in the year ending December 2019, 1.5 million domestic visitors and 1.2 million international visitors.
#3. Southgate/Southbank
Southgate and Southbank had a total of 2.9 million visitors in the year ending December 2019. 2.0 million domestic visitors and 812,200 international visitors.
#4. Queen Victoria Market
The Queen Victoria Market had a total of 2.7 million visitors, 1.3 million domestic visitors, 1.4 million international visitors.
#5. Crown Entertainment Complex
The Crown Entertainment Complex had a total 2.2 million visitors, 1.6 million domestic visitors and 610,800 international visitors.
#6. Docklands/Marvel Stadium
The Docklands and Marvel Stadium had a total of 2.0 million visitors in the year ending December 2019. There were 1.4 million domestic visitors and 597,000 international visitors.
#7. St Kilda
St Kilda had a total of 2.0 million visitors in the year ending March 2019. There were 1.1 million domestic visitors and 884,400 international visitors.
#8. National Gallery of Victoria
The National Gallery of Victoria had 1.2 million total visitors, 669,600 domestic visitors and 533,900 international visitors.
#9. Melbourne Museum/Royal Exhibition Building
The Melbourne Museum/Royal Exhibition Building had 845,500 total visitors, 353,700 domestic visitors and 491,800 international visitors.
#10. Melbourne Cricket Ground
The Melbourne Cricket Ground had 737,500 total visitors, 546,500 domestic visitors and 190,900 visitors.
Visitor Experiences in Victoria (year ending December 2019)3
#1. Nature-based experiences
18.8 million visitors that came to Victoria partook in nature-based experiences, 9.6 million domestic daytrip visitors, 7.0 million domestic overnight visitors and 2.2 international overnight visitors.
#2. Cultural experiences
11.9 million visitors that came to Victoria partook in cultural experiences, 5.3 million domestic daytrip visitors, 4.8 million domestic overnight visitors and 1.9 million international visitors.
#3. Event experiences
5.9 million visitors that came to Victoria partook in event experiences, 3.1 million domestic daytrip visitors, 2.3 million domestic overnight visitors and 591,200 international visitors.
#4. Food and Wine experiences
5.4 million visitors that came to Victoria partook in food and wine experiences, 2.4 million domestic daytrip visitors, 2.3 million domestic overnight visitors and 670,600 international visitors.
#5. Winery experiences
3.2 million visitors that came to Victoria partook in winery experiences, 1.4 million domestic daytrip visitors, 1.3 million domestic overnight visitors and 475,900 international visitors.
#6. Golf experiences
976,300 visitors that came to Victoria partook in golfing experiences, 367,300 domestic daytrip visitors, 543,700 domestic overnight visitors and 65,300 international visitors.
Citations
1 https://www.tra.gov.au/International/international-tourism-results
2 https://www.business.vic.gov.au/__data/assets/pdf_file/0009/1865160/Melbournes-Top-Attractions-year-ending-December-2019.pdf
3 https://www.business.vic.gov.au/__data/assets/pdf_file/0004/1865164/Visitor-Experiences-in-Victoria-year-ending-December-2019.pdf
