TOURISM VICTORIA ANNUAL REPORT

domestic visitor figures
Hotels, motels and serviced
apartments takings up 7.0%
Tourist accommodation
sector
Victoria’s accommodation sector is
performing strongly, driven by continued
growth in demand and supply for
hotels, motels and serviced apartments.
According to the Survey of Tourist
Accommodation 6 , Victoria experienced
increases across many indicators in
the December 2007 quarter, driven in
particular by strong growth in supply
and demand for regional Victoria.
Compared to the same quarter in the
previous year, Victorian hotels, motels
and serviced apartments had increases
in the number of rooms available
(up 119 to 37,835); takings (up 7.0 per
cent to $353 million) and employment
(up 0.8 per cent to 22,022).
Victoria outperformed the national
growth rate in employment (-0.1 per
cent) and key competitors New South
Wales (+0.1 per cent) and Queensland
(-0.7 per cent).
Melbourne experienced growth in
establishments (up 1 to 286); employment
(up 0.6 per cent to 15,746) and takings
(up 6.5 per cent to $280 million).
Regional Victoria experienced growth
across all major indicators with the
exception of establishment (down 1 to
510). Results included growth in rooms
available (up 148 to 14,691); room nights
occupied (up 2.7 per cent to 641,000);
room occupancy rates (up 0.8 percentage
points to 47.4 per cent); takings (up 9.0
per cent to $73 million) and employment
(up 1.3 per cent to 6,276).
Brand Health
Tourism Victoria has conducted a Brand
Health survey annually since 1996 to
assess consumer perceptions of Victoria’s
product strengths.
Highlights from the 2008 survey:
• Melbourne increased its lead as
the city associated with style and
romance (35 per cent) reflecting
brand attributes in the Lose Yourself in
Melbourne interstate brand campaign.
• Melbourne continues to be
the leading city recognised for
international sporting and cultural
events (47 per cent).
• Melbourne increased its lead as
the city associated with shopping
(57 per cent), as well as maintaining
its lead as the city associated
with theatre (47 per cent); quality
food experiences and world class
restaurants (44 per cent); and cafes,
bars and nightlife (48 per cent).
• Victoria continues to be the leading
state recognised as a great place to
tour by car (22 per cent).
• Victoria is recognised as the leading
state or territory offering quality
regional food and wine experiences
(24 per cent), as well as having a
reputation as a state offering
many boutique wineries to visit
(20 per cent).
• Victoria equalled Queensland to be
ranked equal highest (20 per cent)
as a state or territory offering spa
and wellness experiences.
domestic visitation by campaign region
Year Ending December 2007
Total Victoria
Regional Victoria
Daylesford & the Macedon Ranges
Gippsland
Goldfields
Grampians
Great Ocean Road
Melbourne
Mornington Peninsula
Murray
Phillip Island
Victoria’s High Country
Yarra Valley & Dandenong Ranges
Domestic Overnight Visitors (000s) 17,399 11,402 437 1,533 1,310 599 2,622 6,497 1,125 2,080 761 810 626
Domestic Visitor Nights (000s) 53,244 34,278 1,068 4,660 2,809 2,027 8,183 18,966 3,501 5,783 2,236 2,436 1,452
Average length of stay 3.1 3.0 2.4 3.0 2.1 3.4 3.1 2.9 3.1 2.8 2.9 3.0 2.3
Domestic Daytrip Visitors (000s) 36,074 23,822 1,285 2,534 2,881 698 5,258 12,252 3,498 2,890 1,265 779 2,733
6 Source: Survey of Tourist Accommodation, December quarter 2007, Australian Bureau of Statistics. Includes hotels, motels and
serviced apartments with 15 rooms or more
20 PROFILE