vfr travel to melbourne year ended december 2010 prepared for destination melbourne may 2011

VFR Travel to Melbourne

year ended December 2010

Prepared for Destination Melbourne

May 2011

Content

Section Page

Introduction 3

Insights 4

Total travel 6

Domestic overnight travel 11

International overnight travel 18

Domestic daytrip travel 25

Notes 31

VFR travel to Melbourne, YE Dec 10

Introduction

This report analyses ‘visiting friends and relatives’ (VFR) travellers to Melbourne. The results are compared against non-VFR travel.– Some results are provided by Melbourne’s five sub-regions (i.e. ‘East’, ‘Inner’, ‘North’, ‘South’,

and ‘West’) The travel information for Melbourne is collected and reported by three separate

sectors: Domestic overnight; International overnight; and Domestic daytrips. Consequently, each sector is analysed individually. – For an indication of total VFR travel to Melbourne, the report also provides information about

total travel to the region (i.e. domestic overnight + international overnight + domestic daytrip). The report is based on information from the National Visitor Survey (NVS) and

International Visitor Survey (IVS) - both datasets are managed and published by Tourism Research Australia (TRA).

As overnight visitors to Melbourne may have more than one reason for visiting, the variable ‘all destination purpose of visit' has been used to give the best possible estimate of all VFR travel. This may lead to some minor double counting of visitors. ‘Main purpose of visit’ has been used for domestic daytrips.

The data used is subject to sampling variability. Users are advised to consult the data confidence tables contained in publications relevant to the datasets or otherwise available from TRA before drawing any conclusions or inferences, or taking any action, based on the data.


Insights (1 of 2)

Total travel to Melbourne in the YE Dec 10 Melbourne received 22.1 million visitors. Visitors spent 53.8 million nights in the region. In total, visitors spent an estimated $9.7 billion in Melbourne. VFR represented 30.9% of visitors and 29.5% of nights in the region.

Domestic overnight VFR travel to Melbourne - YE Dec 10 on YE Dec 09 Melbourne received 2.1 million VFR visitors - down by 1.3%. VFR visitors spent 6.6 million nights in the region - down by 7.3%. In total, VFR visitors spent an estimated $1.1 billion in Melbourne - down by 7.4%. VFR represented 33.4% of visitors and 36.1% of nights in the region – the proportions

of visitors and of nights were down by 0.5% pts and 3.0% pts respectively.

Domestic overnight VFR travel to Melbourne’s sub-regions in the YE Dec 10 The ‘East’ sub-region (65.1%) had the highest proportion of VFR visitors, while ‘South’

(67.2%) had the highest % of VFR nights.

Sources: NVS and IVS YE Dec 10, TRA


Insights (2 of 2)

International VFR travel to Melbourne - YE Dec 10 on YE Dec 09 Melbourne received 459,100 VFR visitors - up by 3.0%. VFR visitors spent 9.3 million nights in the region - up by 7.0%. VFR represented 29.7% of visitors and 26.2% of nights in the region – the proportion of

visitors was down by 1.3% pts, while the proportion of nights was up by 0.7% pts.

International VFR travel to Melbourne’s sub-regions in the YE Dec 10 The ‘South’ sub-region had the highest proportion of VFR visitors (65.4%), while the

‘West’ and ‘South’ sub-regions had the highest proportion of VFR nights (37.4% each).

Domestic daytrip VFR travel to Melbourne - YE Dec 10 on YE Dec 09 Melbourne received 4.3 million VFR visitors - up by 7.8%. In total, VFR visitors spent an estimated $298 million in the region - down by 9.7%. VFR travellers represented 30.0% of all visitors to Melbourne - up by 1.3% pts.

Domestic daytrip VFR travel to Melbourne’s sub-regions in the YE Dec 10 The ‘West’ sub-region (49.0%) had the highest proportion of VFR visitors.



Total travelTravel by Australian residents and international visitors aged 15 and over.

PLEASE NOTE:

The results for total travel in this section should be used as an indication only.

Travel information for Melbourne is collected and reported by three separate sectors: Domestic overnight; International overnight; and Domestic daytrips. Consequently, each sector should be analysed individually.

Some double counting may occur as visitors may have had more than one purpose of visit.

The data used is subject to sampling variability. Users are advised to consult the data confidence tables contained in publications relevant to the datasets or otherwise available from the TRA before drawing any conclusions or inferences, or taking any action, based on the data.


Total travel to Melbourne

In the YE Dec 10

• Melbourne received 22.1 million visitors (64.7% were on domestic daytrips).

• Visitors stayed for 53.8 million nights (66.3% by international visitors).

• In total, visitors spent approximately $9.7 billion in Melbourne (47.9% by domestic overnight visitors).

Sources: NVS and IVS YE Dec 10, TRA & Modelled visitor expenditure in Australia’s regions YE Dec 10, TRA

Total travel

Aspect ('000) % ('000) % ('000) % ('000)

Visitors 6,260 28.3% 1,544 7.0% 14,313 64.7% 22,117

Nights 18,167 33.7% 35,671 66.3% 53,838

($ billion) % ($ billion) % ($ billion) % ($ billion)

Expenditure 1 $4.7 47.9% $3.6 36.9% $1.5 15.2% $9.7

Domestic overnight travel International overnight travel Domestic daytrip travel

Travel sector

(1) Modelled visitor expenditure in Australia's regions (domestic overnight expenditure includes airfares and long distance transport costs, and international overnight expenditure excludes travel package costs).


Total VFR travel to Melbourne

In the YE Dec 10

• Melbourne received 6.8 million VFR visitors (62.7% were on domestic daytrips).

• VFR visitors stayed for 15.9 million nights (58.7% by international visitors).

• In total, VFR visitors spent an estimated $2.5 billion in Melbourne (45.2% by international visitors).


(1) Based on non-modelled expenditure from the NVS and IVS (domestic overnight expenditure includes airfares and long distance transport costs, and international overnight expenditure excludes travel package costs). International expenditure relates to the WHOLE trip iin Australia by visitors who had spent at least one night in Melbourne.

Total travel

Aspect ('000) % ('000) % ('000) % ('000)

VFR visitors 2,090 30.6% 459 6.7% 4,290 62.7% 6,839

VFR nights 6,561 41.3% 9,331 58.7% 15,892

($ billion) % ($ billion) % ($ billion) % ($ billion)

VFR expenditure 1 $1.1 43.1% $1.1 45.2% $0.3 11.8% $2.5

Domestic overnight travel International overnight travel Domestic daytrip travel

VFR travel sector


Total visitors to Melbourne and sub-regions - by Purpose of visit

In the YE Dec 10

• Over 3/10 (30.9%) of visitors to Melbourne travelled for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘West’ (51.7%) had the highest proportion of VFR visitors, followed by ‘East’ (50.7%) and ‘North’ (44.0%).

• ‘Inner’ had the highest proportion of ‘holiday or leisure’ and ‘business’ visitors (50.3% and 19.9% respectively).

• ‘North’ (21.4%) had the highest proportion of ‘other’ visitors.


24.5%

50.3%

22.9%34.8% 31.4%

40.5%

50.7%

18.1%

44.0%

40.5% 51.7% 30.9%

11.2% 19.9%11.8%

11.7%8.7%

15.9%

13.7% 12.0%21.4%

13.2% 8.2% 13.1%

East Inner North South West TotalSub-region

Holiday or leisure Visiting friends and relatives Business Other

Note: Visitors may have more than one purpose for visiting Melbourne or the sub-regions.


Total visitor nights in Melbourne and sub-regions - by Purpose of visit

In the YE Dec 10

• Almost 3/10 (29.5%) of nights in Melbourne were for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘South’ (48.0%) had the highest proportion of VFR nights, followed by ‘West’ (45.1%) and ‘North’ (41.3%).

• ‘Inner’ had the highest proportion of ‘holiday or leisure’ and ‘business’ nights (34.0% and 17.0% respectively).

• ‘East’ (46.2%) had the highest proportion of ‘other’ nights.


8.0%

34.0%

9.2% 14.3% 9.2%22.9%

37.1%

19.2%

41.3%48.0%

45.1%29.5%

8.7%

17.0%7.4%

3.8%5.2% 12.3%

46.2%29.8%

42.0%33.9% 40.5% 35.3%




Domestic overnight travelTravel by Australian residents aged 15 and over.

PLEASE NOTE:

VFR = travelling for the purpose of visiting friends and relatives.




Domestic overnight travel to Melbourne

In the YE Dec 10

• Melbourne received 2.1 million domestic overnight VFR visitors - down by 1.3% on the YE Dec 09 and by 19.6% on the YE Dec 06.

• The region received 4.2 million non-VFR visitors - up by 0.8% on the YE Dec 09 and by 4.1% on the YE Dec 06.

• VFR visitors spent 6.6 million nights in Melbourne - down by 7.3% on the YE Dec 09 and by 23.8% on the YE Dec 06.

• Non-VFR visitors spent 11.6 million nights in the region - up by 5.2% on the YE Dec 09 and by 2.4% on the YE Dec 06.

Source: NVS YE Dec 10, TRA

2,59

8

2,33

0

2,34

6

2,11

8

2,09

04,04

3

4,21

3

4,18

5

4,17

4

4,20

7

8,60

6

7,58

0

7,71

0

7,07

5

6,56

1

11,3

38

11,3

86

11,3

80

11,0

28

11,6

06

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

YE Dec 06 YE Dec 07 YE Dec 08 YE Dec 09 YE Dec 10

('000) VFR visitors Non-VFR visitors VFR nights Non-VFR nights


Average annual growth of domestic overnight VFR travel- by Selected destinations

YE Dec 06 to YE Dec 10

• Over the period, Melbourne experienced an average annual decline of 5.3% in domestic overnight VFR visitors.

• Melbourne had a higher decline than Sydney, Brisbane, Victoria and Australia.

• Over the period, Melbourne experienced an average annual decline of 6.6% in domestic VFR nights.

• Melbourne had a higher decline than Sydney, Brisbane, Victoria and Australia.



-5.3%

-6.6%

-4.7%-4.4%

-1.0%

-2.9%

-4.2%

-5.0%

-3.9% -3.9%

-7%

-6%

-5%

-4%

-3%

-2%

-1%

0%

1%

VFR visitors VFR nights

Melbourne Sydney Brisbane Victoria Australia

Origin of domestic overnight travel to Melbourne


In the YE Dec 10

• While the majority of domestic overnight VFR visitors to Melbourne came from interstate (53.5%), regional Victoria (39.7%) was the largest source market. NSW (24.1%) was the 2nd largest source market, followed by Queensland (10.4%).

• As for VFR visitors, the majority of non-VFR visitors (69.2%) came from interstate. NSW (31.5%) was the largest source market, followed by regional Victoria (28.6%) and Queensland (14.3%).

• Nearly ¾ (72.0%) of domestic VFR nights were from interstate. NSW (28.9%) was the largest source market, followed by regional Victoria (24.8%) and Queensland (17.1%).

• Over ¾ (77.7%) of non-VFR nights were from interstate. As for VFR nights, NSW (31.6%) was the largest source market. Regional Victoria (20.9%) was the 2nd largest, followed by Queensland (17.9%).

Origin ('000) % ('000) % ('000) % ('000) % share

Regional Victoria 830 39.7% 1,204 28.6% 1,627 24.8% 2,425 20.9%

Melbourne 142 6.8% 93 2.2% 208 3.2% 164 1.4%

Intrastate 972 46.5% 1,297 30.8% 1,834 28.0% 2,589 22.3%

New South Wales 503 24.1% 1,326 31.5% 1,897 28.9% 3,666 31.6%

Queensland 217 10.4% 602 14.3% 1,119 17.1% 2,081 17.9%

South Australia 155 7.4% 411 9.8% 665 10.1% 1,203 10.4%

Western Australia 69 3.3% 201 4.8% 405 6.2% 933 8.0%

Tasmania 89 4.3% 240 5.7% 323 4.9% 755 6.5%

Northern Territory 24 1.1% 33 0.8% 123 1.9% 151 1.3%

Australia Capital Territory 60 2.9% 96 2.3% 194 3.0% 226 1.9%

Interstate 1,118 53.5% 2,910 69.2% 4,727 72.0% 9,016 77.7%

Total 2,090 100.0% 4,207 100.0% 6,561 100.0% 11,606 100.0%

Non-VFR nightsVFR visitors Non-VFR visitors VFR nights

Results shown in red are considered statistically unreliable and should be for internal use only


Domestic overnight visitors to Melbourne & sub-regions - by Purpose of visit

In the YE Dec 10

• Over 1/3 (33.4%) of domestic overnight visitors to Melbourne travelled for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘East’ (65.1%) had the highest proportion of domestic overnight VFR visitors, followed by ‘South’ (64.2%) and ‘West’ (60.1%).





15.6%

41.8%

14.9%22.9% 20.0%

34.0%

65.1% 19.8%

52.5%

64.2%60.1% 33.4%

16.6%

32.8% 19.8%

9.7% 16.5%27.4%

2.7%

5.9%13.0%

3.6%

3.1%

5.9%




Domestic visitor nights in Melbourne and sub-regions - by Purpose of visit

In the YE Dec 10

• Nearly 2/5 (36.1%) of domestic visitor nights in Melbourne were for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘South’ (67.2%) had the highest proportion of domestic VFR nights, followed by ‘East’ (64.8%) and ‘West’ (63.6%).


• ‘North’ (11.1%) had the highest proportion of ‘other’ nights.


15.7%

42.7%

17.3% 17.7% 21.5%33.6%

64.8%21.1%

52.3%67.2% 63.6% 36.1%

14.3%

29.0% 18.7%4.9%

11.8%

22.9%

5.1% 7.2% 11.1% 10.2%

3.0% 7.3%




Domestic overnight VFR travel to Melbourne- detailed VFR by Sub-region


In the YE Dec 10

• Most domestic overnight VFR travellers to Melbourne visited the ‘Inner’ sub-region (40.2% of visitors and 37.3% of nights). ‘East’ (19.5%) had the 2nd highest proportion of visitors, while ‘South’ (19.5%) had the 2nd highest proportion of nights.

• The majority of VFR visitors to Melbourne travelled for the purpose of visiting relatives (72.7% of visitors and 78.7% of nights).

• ‘North’ had the highest proportion of visiting relatives travellers (78.0% of visitors and 85.9% of nights).

• ‘Inner’ had the highest proportion of visiting friends travellers (33.8% of visitors and 27.7% of nights).


Sub-region

('000) % ('000) % ('000) % share ('000) % ('000) % ('000) % share

East 104 25.5% 303 74.3% 408 19.5% 282 23.0% 946 77.0% 1,228 18.7%

Inner 284 33.8% 556 66.2% 840 40.2% 678 27.7% 1,766 72.3% 2,444 37.3%

North 65 22.0% 230 78.0% 295 14.1% 111 14.1% 679 85.9% 790 12.0%

South 71 22.3% 248 77.7% 319 15.3% 198 15.5% 1083 84.5% 1,281 19.5%

West 67 23.3% 221 76.7% 288 13.8% 126 15.4% 692 84.6% 818 12.5%

Total 574 27.5% 1,519 72.7% 2,090 102.9% 1,395 21.3% 5,166 78.7% 6,561 100.0%

Visitors Nights

Visiting relatives Total VFRVisiting friends Visiting relatives Total VFR Visiting friends


International overnight travelTravel by international short-term visitors aged 15 and over.

PLEASE NOTE:

VFR = travelling for the purpose of visiting friends and relatives.




International overnight travel to Melbourne

In the YE Dec 10

• Melbourne received 459,100 international overnight VFR visitors - up by 3.0% on the YE Dec 09 and by 29.6% on the YE Dec 06.


• VFR visitors spent 9.3 million nights in Melbourne - up by 7.0% on the YE Dec 09 and by 73.2% on the YE Dec 06.

• Non-VFR visitors spent 26.3 million nights in the region - up by 3.2% on the YE Dec 09 and by 21.4% on the YE Dec 06.

Source: IVS YE Dec 10, TRA

354

353

373

446

459

1,03

8

1,06

2

1,04

0

1,02

7

1,12

1

5,38

7

5,52

1

6,60

3

8,71

7

9,33

1

21,6

88

21,6

22

22,9

89 25,5

21

26,3

40

0

5,000

10,000

15,000

20,000

25,000

30,000


('000) VFR visitors Non-VFR visitors VFR nights Non-VFR nights


Average annual growth of international VFR travel- by Selected destinations


• Over the period, Melbourne experienced an average annual growth of 6.7% in international overnight VFR visitors.

• Melbourne had a higher growth than Sydney, Brisbane and Australia.

• Over the period, Melbourne experienced an average annual growth of 14.7% in international VFR nights.

• Melbourne had a higher growth than Sydney, Brisbane, Victoria and Australia.


6.7%

14.7%

2.5%1.3%

6.4%

8.5%

6.7%

14.4%

4.4%

6.5%

0%

2%

4%

6%

8%

10%

12%

14%

16%

VFR visitors VFR nights



Origin market / region ('000) % ('000) % share ('000) % ('000) % share

New Zealand 78 16.9% 153 13.6% 611 6.5% 1,209 4.6%

Malaysia 36 7.8% 55 4.9% 463 5.0% 2,033 7.7%

China 40 8.6% 165 14.7% 2,304 24.7% 5,222 19.8%

India 26 5.6% 31 2.8% 885 9.5% 2,170 8.2%

Japan & other Asia 88 19.2% 242 21.6% 1,896 20.3% 7,921 30.1%

USA & Canada 40 8.8% 112 10.0% 514 5.5% 1,495 5.7%

United Kingdom 63 13.8% 115 10.3% 1,053 11.3% 1,663 6.3%

Other Europe 51 11.1% 188 16.8% 771 8.3% 2,723 10.3%

Other Countries 38 8.2% 59 5.3% 835 8.9% 1,903 7.2%

Total 459 100.0% 1,121 100.0% 9,331 100.0% 26,340 100.0%

VFR visitors Non-VFR visitors Non-VFR nightsVFR nights

International overnight travel to Melbourne- by Origin


In the YE Dec 10

• New Zealand (16.9%) was the largest individual source market of international overnight VFR visitors to Melbourne, followed by United Kingdom (13.8%). ‘Japan & other Asia’ (19.2%) was the largest source region.

• China (14.7%) was the largest individual source market of non-VFR visitors. New Zealand (13.6%) was the 2nd largest. ‘Japan & other Asia’ (21.6%) was the largest source region.

• China (24.7%) was the largest individual source market of international VFR nights in Melbourne, followed by United Kingdom (11.3%). ‘Japan & other Asia’ (20.3%) was the largest source region.

• As for VFR nights, China (19.8%) was the largest individual source market of non-VFR visitors. India (8.2%) was the 2nd largest. ‘Japan & other Asia’ (30.1%) was the largest source region.



International visitors to Melbourne and sub-regions - by Purpose of visit

In the YE Dec 10

• Almost 3/10 (29.7%) of international overnight visitors to Melbourne travelled for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘South’ (65.4%) had the highest proportion of international overnight VFR visitors, followed by ‘West’ (65.2%) and ‘East’ (58.5%).


• ‘East’ (16.6%) had the highest proportion of ‘education’ visitors.




11.1%

57.2%

16.6% 13.5% 12.9%

45.9%

58.5%

18.8%

44.2%65.4% 65.2%

29.7%

13.7%18.1%

10.0%

10.1% 7.2% 16.5%

16.6%4.7%

10.2%

8.7% 12.7% 7.0%

1.7%

3.3% 21.3%

3.8%

4.6%

4.7%


Holiday / pleasure VFR Business Education Other


International visitor nights in Melbourne and sub-regions - by Purpose of visit

In the YE Dec 10

• Over ¼ (26.2%) of international visitor nights in Melbourne were for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘South’ and ‘West’ (37.4% each) had the highest proportion of international VFR nights, followed by ‘North’ (36.6%).


• ‘East’ (53.0%) had the highest proportion of ‘education’ nights.

• ‘Inner’ and ‘West’ (8.1% each) had the highest proportion of ‘other’ nights.


6.1%

28.3%

5.7% 12.4%

4.2% 17.4%

30.6%

17.9%

36.6%37.4%

37.4%26.2%

7.4%

9.1% 2.5%

3.2% 2.5%

6.9%

53.0% 36.7%50.1% 39.6%

47.9%42.9%

2.9% 8.1%

5.1%

7.4% 8.1% 6.5%


Holiday / pleasure VFR Business Education Other


International overnight VFR travel to Melbourne - detailed VFR by Sub-region


In the YE Dec 10

• Most international overnight VFR travellers to Melbourne visited the ‘Inner’ sub-region (47.2% of visitors and 33.6% of nights). ‘East’ was the 2nd most visited sub-region (22.0% of visitors and 26.3% of nights).

• The majority of VFR visitors to Melbourne travelled for the purpose of visiting relatives (64.1% of visitors and 77.0% of nights).

• ‘South’ had the highest proportion of visiting relatives travellers (75.1% of visitors and (83.7%) of nights.

• ‘Inner’ had the highest proportion of visiting friends travellers (34.1% of visitors and 19.4% of nights).


Sub-region

('000) % ('000) % ('000) % share ('000) % ('000) % ('000) % share

East 24 23.5% 70 69.7% 101 22.0% 348 14.2% 1,930 78.5% 2,458 26.3%

Inner 74 34.1% 118 54.6% 217 47.2% 607 19.4% 2,190 69.9% 3,133 33.6%

North 13 24.8% 39 73.0% 53 11.6% 176 13.7% 1055 81.9% 1289 13.8%

South 13 22.2% 43 75.1% 57 12.5% 160 12.4% 1078 83.7% 1,289 13.8%

West 14 30.6% 31 66.4% 47 10.2% 214 18.4% 933 80.2% 1163 12.5%

Total 133 28.9% 294 64.1% 459 103.4% 1,506 16.1% 7,186 77.0% 9,331 100.0%

Visitors Nights

Visiting relatives Total VFR (1)Visiting friends Visiting relatives Total VFR (1) Visiting friends

(1) Including visitors who indicated ‘visiting an international student relative or friend studying in Australia’


Domestic daytrip travelTravel by Australian residents aged 15 and over.

PLEASE NOTE:

VFR = travelling for the (main) purpose of visiting friends and relatives.



Domestic daytrip travel to Melbourne

In the YE Dec 10

• Melbourne received nearly 4.3 million domestic daytrip VFR visitors - up by 7.8% on the YE Dec 09 and by 25.4% on the YE Dec 06.



3,42

2

4,30

6

3,66

2

3,97

9

4,29

0

7,76

5

7,94

6

7,99

8

9,90

1

10,0

23

0

2,000

4,000

6,000

8,000

10,000

12,000


('000) VFR visitors Non-VFR visitors


Average annual growth of domestic daytrip travel- by Selected destinations


• Over the period, Melbourne experienced an average annual growth of 5.8% in domestic daytrip VFR visitors.

• Melbourne had a higher growth than Sydney, Victoria and Australia, but lower than Brisbane.


5.8%

1.4%

8.1%

4.2%

3.0%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

VFR visitors



Origin of domestic daytrip travel to Melbourne


In the YE Dec 10

• While the majority of domestic daytrips VFR visitors to Melbourne came from regional Victoria (56.7%), Melbourne (41.8%) was the largest individual source market. The Peninsula (12.5%) was the 2nd largest source market, followed by Geelong (9.0%).

• As for VFR visitors, the majority of non-VFR visitors (61.1%) came from regional Victoria. Melbourne (35.5%) was the largest individual source market, followed by the Peninsula (9.7%) and Gippsland (9.4%).


Origin ('000) % ('000) %

Melbourne 1,795 41.8% 3,556 35.5%

Peninsula 536 12.5% 977 9.7%

Geelong 387 9.0% 626 6.2%

Melbourne East 291 6.8% 750 7.5%

Gippsland 290 6.8% 940 9.4%

Ballarat 178 4.1% 454 4.5%

Other regional Victoria 751 17.5% 2,375 23.7%

Regional Victoria 2,433 56.7% 6,122 61.1%

Total Victoria 4,228 98.6% 9,678 96.5%

Interstate 62 1.4% 346 3.5%

Total 4,290 100.0% 10,024 100.0%

VFR visitors Non-VFR visitors


Domestic daytrip visitors to Melbourne and sub-regions - by Purpose of visit

In the YE Dec 10

• Three tenths (30.0%) of domestic daytrip visitors to Melbourne travelled for the purpose of ‘visiting friends and relatives’ (VFR).

• ‘West’ (49.0%) had the highest proportion of domestic daytrip VFR visitors, followed by ‘East’ (44.7%) and ‘North’ (41.5%).





29.0%

54.4%

25.6%38.8% 35.1%

42.8%

44.7%

16.9%

41.5%

33.3%49.0% 30.0%

9.0% 12.3%9.6%

12.2%

6.8%

10.8%

17.2% 16.4% 23.2%15.7% 9.1%

16.4%




Domestic daytrip VFR travel to Melbourne- detailed VFR by Sub-region


In the YE Dec 10

• Most domestic daytrip VFR visitors to Melbourne visited the ‘Inner’ sub-region (27.0%). ‘West’ (21.1%) was the 2 nd most visited sub-region.

• The majority of VFR visitors to Melbourne travelled for the purpose of visiting relatives (61.2%).

• ‘South’ (67.8%) had the highest proportion of visiting relatives visitors.

• ‘Inner’ (46.2%) had the highest proportion of visiting friends visitors.

Sub-region

('000) % ('000) % ('000) % share

East 320 41.2% 456 58.8% 776 18.1%

Inner 536 46.2% 624 53.8% 1,160 27.0%

North 281 35.0% 521 65.0% 802 18.7%

South 208 32.2% 437 67.8% 645 15.0%

West 318 35.1% 588 64.9% 906 21.1%

Total 1,664 38.8% 2,626 61.2% 4,290 100.0%

Visitors

Visiting friends Visiting relatives Total VFR


Notes (1 of 2)

Definitions -– Domestic overnight trip = a trip involving a stay away from home for at least one night (but for no more than 12

months), at a place (in Australia) at least 40km from home.– Domestic overnight visitor = an Australian resident, aged 15 and over, who had taken a domestic overnight

trip.– International overnight visitor = an international resident, aged 15 and over, who visited Australia (for a period

of no more than 12 months) and stayed at least one night in the ‘destination’.– Domestic daytrip = a round trip for a distance of at least 50km, of a duration of at least 4 hours but not

involving a night away from home (same day travel as part of overnight travel is excluded, as is routine travel such as commuting between work/school and home).

– Domestic daytrip visitor = an Australian resident, aged 15 and over, who had taken a domestic daytrip.– VFR = travel for the purpose of visiting friends and relatives.– Non-VFR = travel for all purposes other than VFR (excluding any travel where purpose was not stated).– Sydney = the tourism region ‘Sydney’ (TRA regional classification). – Brisbane = the tourism region ‘Brisbane’ (TRA regional classification). – Regional Victoria = all tourism regions in Victoria other than ‘Melbourne’ (TRA regional classification). – Greater Melbourne = the tourism region ‘Melbourne’ (TRA regional classification).– Melbourne = the tourism region ‘Melbourne’ (TRA regional classification).– Melbourne’s sub-regions = ‘East’, ‘Inner’, ‘North’, ‘South’ and ‘West’.

• ‘East’ = Boroondara (C); Knox (C); Manningham (C); Maroondah (C); Monash (C); and Whitehorse (C). • ‘Inner’ = Melbourne (C); Port Phillip (C); Stonnington (C); and Yarra (C). • ‘North’= Banyule (C); Darebin (C); Hume (C); Moreland (C); and Whittlesea (C). • ‘South’ = Bayside (C); Casey (C); Glen Eira (C); Greater Dandenong (C); and Kingston (C). • ‘West’ = Brimbank (C); Hobsons Bay (C); Maribyrnong (C); Melton (S); Moonee Valley (C); and Wyndham (C).


Notes (2 of 2)

Data quality, sampling variability and data confidence intervals -– As overnight visitors may have more than one reason for visiting, the variable ‘all destination purpose of visit'

has been used to give the best possible estimate of all VFR travel. This may lead to some minor double counting of visitors.

– The IVS and NVS are sample surveys. The results are subject to sampling variability, and therefore may differ from figures that would have been obtained if a census had been used.

– Any IVS estimates below 5,000 for visitors and 500,000 for nights should be for internal use only.– Any NVS estimates below 50,000 for overnight visitors, 500,000 for nights and 200,000 for daytrips should be

for internal use only.

Disclaimer:– The information in this report is presented in good faith and on the basis that neither datainsights, nor its

agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in the report.

The National Visitor Survey and the International Visitor Survey are sample surveys. As with all sample surveys, the results are subject to sampling variability, and therefore may differ from figures that would have been obtained if a census had been used. Users of the data are advised to consult data confidence tables contained in publications relevant to each survey or otherwise available from those organisations administrating or managing the surveys before drawing any conclusions or inferences, or taking any action, based on the data.

© Copyright, datainsights and Destination Melbourne, 2011.– This work is copyright. Apart from any use, as permitted under Copyright Act 1968, no part of this work may be

reproduced, without written permission of datainsights or Destination Melbourne.


vfr travel to melbourne year ended december 2010 prepared for destination melbourne may 2011

Documents

melbourne ye

international vfr travel

tra vfr travel

total travel travel

domestic overnight vfr

nonvfr travel

domestic daytrip vfr

international visitors