The value of cultural tourism is economic activity that is an indirect consequence of creative activity, not fully captured in Gross Value Add. It includes the spend by cultural tourists on hospitality, transport, and accommodation.

Tourism Research Australia surveys visitors, their length of stay, their spend and their activities. A cultural tourist, for the purposes of this analysis, is an international visitor who attends three or more cultural venues or activities during their stay.

The total spend by international cultural tourists to Victoria has decreased significantly from $2.03 billion in 2019 to $666 million in 2020. The decline is primarily due to the reduction of international travel and ceasing of data collection because of the COVID-19 pandemic.*

Before the pandemic, Victorian international cultural tourism had a general upward trend.

Cultural tourism spend is expected to increase in 2021/2022 as travel restrictions are eased and borders reopen.


Learn more about cultural tourism.