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Other tourism research and insights

Supporting Victoria's thriving tourism industry

On this page

  • Understanding Regional Dispersal
  • Event visitors to Victoria
  • The sharing economy
  • Visitor Information Centres
  • Accessible tourism in Victoria and Queensland
  • Shopping and retail
  • Visiting friends and relatives in Victoria – The China and India markets
  • Growing cycling tourism in Victoria
  • Events – drivers of regional tourism

Understanding Regional Dispersal

Tourism Research Australia, in partnership with tourism organisations from every state and territory, commissioned Deloitte Access Economics to examine the longstanding question of how best to encourage the geographic dispersal of leisure visitors beyond our capital cities and major gateways.

Understanding visitor regional dispersal in Victoria (PDF 1333.97 KB)PDF icon

Visit Tourism Research Australia for the Beach, Bush and Beyond Summary report and detailed report.

Event visitors to Victoria

This report uses International and National Visitor Survey data to provide estimates of visitor numbers, nights and spend by visitors to/within Victoria who attended a sporting event and/or a cultural event or festival on their trip. It includes figures for Melbourne and regional Victoria, and high-level profiles for visitors who attend these types of events.

Sporting and Cultural Event Visitors to Victoria, year ending December 2018 (PDF 1892.91 KB)PDF icon

The sharing economy

The fact sheets below utilise International and National Visitor Survey data, and provide estimates of visitor use of rideshare services, such as Uber, and share accommodation, such as Airbnb, as well as providing a high-level profile of users.

Ride sharing factsheet year ending June 2018 (PDF 436.26 KB)PDF icon

Share accommodation factsheet year ending June 2018 (PDF 634.51 KB)PDF icon

Visitor Information Centres

The report below uses International and National Visitor Survey data and provides estimates of visitor use of Visitor Information Centres (VICs) in Victoria, including over time, as well as providing a high level profile of VIC users in Australia.

Visitor Information Centres Report year ending June 2018 (PDF 1811.21 KB)PDF icon

Accessible tourism in Victoria and Queensland

This research provides an understanding of the current situation and potential of Australia's domestic tourism market for accessible travel, including the:

  • current size and future potential of the market for accessible tourism – especially for Victoria and Queensland
  • drivers of – and barriers to – accessible tourism
  • needs of travellers with a disability – and those who travel with them
  • experience delivered – including during the planning phase – both as a measure of satisfaction, and to identify new areas for experience and product development or supporting infrastructure
  • most effective communication channels to reach this audience – including the role of advocacy in travel for this segment
  • best ways to support businesses to become (more) accessible
  • opportunities to grow the market.

Visit Tourism Research Australia to access the infographic and research summary.

Read the full report

The full report is available upon request by sending an email to tourism.research@tra.gov.au

Shopping and retail

The factsheet below provides estimates of the value of tourism’s contribution to the retail industry in Victoria, as well as international and domestic visitors’ spend and participation in shopping in Victoria.

Tourism Supports Retail Growth factsheet year ending December 2017 (PDF 480.55 KB)PDF icon

Visiting friends and relatives in Victoria – China and India markets

This research explores the motivations, behaviours and influences of the Chinese and Indian Visiting Friends and Relatives (VFR) market to Victoria.

Visit Tourism Research Australia to access the infographic and research summary.

Read the full report

The full report is available on request by emailing tourism.research@tra.gov.au

Growing cycling tourism in Victoria

The research provides a deeper understanding of the motivators and barriers of cycling tourism in Australia and its potential for growth in Victoria, including the:

  • level of engagement in cycling tourism
  • market dynamics of cycling tourism
  • awareness and knowledge of cycling tourism
  • Victoria's positioning as a cycling tourism destination.

Visit Tourism Research Australia to access the infographic and research summary.

Read the full report

The full report is available on request by emailing tourism.research@tra.gov.au

Events – drivers of regional tourism

This research provides a better understanding of regional events across Australia as a tourism product, and their place in driving regional tourism.

Visit Tourism Research Australia to access the infographic and research summary.

A social media toolkit was developed to give event organisers and marketers real, hands on, 'how to' lessons to help make the most of every marketing dollar spent promoting their event.

Visit Tourism Research Australia to access the social media kit.

Read the full reports

The full reports are available upon request by emailing tourism.research@tra.gov.au