On this page, you’ll find Tourism Research Australia data, and market segmentation info.
Tourism Research Australia data
Tourism Midwest Victoria’s Domestic Travel Snapshot
Tourism Research Australia data is an important barometer of domestic visitation and spend, with the latest year-end release showing consistent recovery (we update this data at the end of every year).
For 2024, Tourism Midwest Victoria domestic visitors generated the below impact:
- While visitor numbers continue to grow, the exponential growth in spend we were seeing over the past few years has softened
- Domestic overnight visitors were up 21% on 2023, and daytrip visitors up 2%. Visitor nights were also up 4%
- There were 4 million visitors to TMV in 2024, 33% of whom stayed overnight – contributing to the 2.5 million nights spent in region
- Total domestic spend in 2024 was $963 million. This is 0.7% up on last year, with 53% of spend generated by overnight visitors
- Visiting Friends and Relatives (VFR) has taken out the top spot (41%) for purpose of visit for overnight visitors.
Click here to view the December 2024 data in more detail.
If you’re looking for earlier data, please reach out to our team.
Market Segmentation
Market segmentation helps you connect with your target audience more personally. It’s about dividing your market into smaller groups of people with similar needs and preferences. This helps you understand your customers better and create products and experiences that cater to their interests. Read on for our region’s latest research.
Ballarat’s tourism audience segmentation research
The City of Ballarat’s visitor economy team wanted to know more about the people that visit Ballarat, so they asked Quantum Market Research to help. The goal was for businesses like yours to use that knowledge to make strategic product development and marketing decisions. Watch the presentation from Quantum Market Research to help you with your own business planning. If you’d like to delve deeper into this research, please reach out to our team.
Read: Tourism Audience Segmentation Research
Ballarat’s visiting friends and visiting relatives research
Did you know that almost half of the visitors in Ballarat come to visit their friends or relatives? The City of Ballarat worked with Quantum Market Research to gather insights about this market and understand their behaviour. The goal was to find effective ways to encourage our hosts and residents to become local advocates.
Read: Visiting Friends, Visiting Relatives Research
Book a chat with one of our friendly Tourism Midwest Victoria team members, or email us for a copy of these resources.