International

In the year ending June 2017 there were 1.8 million international cultural visitors to Victoria, up over 100,000 cultural visitors from last financial year. These visitors made up 65% of all visitors to Victoria, and came primarily from China; with United Kingdom and United States of America following in second and third place.

International cultural visitors stayed for 46.9 million nights in Victoria, which is an increase of 7 million nights from last financial year. The average length of stay for cultural visitors to Victoria was 26 nights which is longer than non-cultural visitors (21 nights).

Over the last five years, the number of cultural visitors to Victoria (62%) has increased at a rate higher than the national average (50%).

The most popular attractions for Victoria's international cultural tourists were:

  • museums or art galleries (68%)
  • historical or heritage buildings (66%)
  • Aboriginal cultural activity (34%)
  • festival, fair or cultural event (25%)
  • theatre, concerts or another performing arts activity (20%)
  • art and craft venue or workshop (15%)

Domestic

In the year ending June 2017, around 4.1 million domestic overnight cultural visitors stayed for 15.5 million nights.

The average length of stay for domestic cultural visitors to Victoria was 3.8 nights which is longer than non-cultural visitors (2.7 nights).

The most popular attractions for Victoria's domestic cultural tourists were:

  • museums and art galleries (47%)
  • historic buildings and monuments (30%)
  • theatre, concerts and performing arts events (24%)
  • festivals, fairs or cultural events (21%)