International visitors to Victoria increasing

Image courtesy of Wines of King Valley Image courtesy of Wines of King Valley

Wine Victoria welcomes the latest International Visitor Survey results, released by Tourism Research Australia, which shows Victoria received 2.1 million international visitors in 2014 – an 8.9 per cent increase on the year prior.

Victoria ranked well above the national average, and also fared better than key competitors New South Wales and Queensland.

Long-term trends show Victoria is outperforming the two states in growth rates for international visitors, overnight expenditure and visitor nights for the 2008 – 2014 period.

Wine tourism is a key component of Victoria's tourism offering. Of Victoria's 800 wineries, 600 have cellar doors and the state enjoys about 1.5 million winery visitors each year.

The survey results reveal Asian visitation has grown by 15.2 per cent for the year ending December 2014. A resurgence among Western markets in Europe, the USA and New Zealand is likely to see more visitors travel to Australia.

"This is positive news for the Victorian wine industry as Asia, the USA and UK are all key markets for Victorian wine," says Wine Victoria Chair Damien Sheehan.

"To capitalise on increased international visitation, Wine Victoria is advocating for more regional wine events to drive cellar door sales."