Victoria is experiencing a boom in cultural tourism, as record numbers of international visitors come to enjoy the state’s creative and cultural offering.
Cultural visitors are those who visit three or more cultural sites or events during their trip.
New figures show international cultural visitors injected almost $2 billion into the state economy last year, an 88% increase since 2013. China is the city’s biggest and fastest growing international market, and is expected to be worth more than $1 billion by 2025.
Melbourne Museum is one the top attractions for international tourists, with an average of 9.3% of daily visitors coming from overseas. Over the last year this includes a 76% increase in visitors from China, almost 20,000 Chinese tourists.
Museums Victoria has devoted particular effort to the Chinese market, and has delivered initiatives such as Lunar New Year celebrations, partnerships with Chinese media outlets, and in-language signage.
Melbourne is home to Australia’s busiest gallery, library, museums and theatres, welcoming a record 13.2 million local, national and international visitors last year.
“It’s great to see so many international visitors spending time in our world-class cultural institutions and we’re working hard to keep growing this valuable market,” says Minister for Creative Industries Martin Foley.