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Tourism magnet

13 Aug 2015

Tourism magnet Image

Southbank, and Southgate in particular, is the most popular destination for interstate visitors, according to a new City of Melbourne report.

The 2015 update of the council’s Daily Population Estimates and Forecasts shows that nearly a third of interstate tourists reported visiting Southbank.

Federation Square and Docklands follow as popular places for interstate visitors.

While still high, the trend does not continue as strongly with international visitors, however, with overseas visitors more likely to visit Federation Square and the Queen Victoria Market.

Southbank’s Crown Casino figures strongly with both interstate and international visitors – scoring a healthy 29 per cent with interstate visitors and 25 per cent with international tourists.

The last report, conducted in 2013, shows that Southgate went up 0.5 per cent among interstate visitors as well as 0.3 per cent among international visitors, which puts it in fourth spot ahead of Crown and St Kilda.

Southgate marketing manager Jo Gartner said the figures were a reflection of the precinct’s broad range of attractions.

“We are proud to see Southgate has re-affirmed its position as a landmark city destination in Melbourne, increasing our margin in attracting both interstate and international visitors,” she said.

“While over two-thirds of Southgate’s annual visitors are local Melburnians, our diverse range of riverside restaurants and bars showcasing one of the best views of Melbourne’s city skyline continues to attract this important segment to the precinct.”

The council updates its research every two years on who works in, studies in, visits and lives within the boundaries of the City of Melbourne.

The Future Melbourne Committee accepted the latest version of the research on August 4.

On Southbank’s popularity with interstate visitors, the report says of 2014 visitations:

“Southbank/Southgate was the most popular destination for interstate visitors. Nearly one third (30.5 per cent) of interstate visitors visited the place.”

Other popular places include:

  • Crown Casino/Entertainment Complex (29.0 per cent);
  • Federation Square (28.3 per cent);
  • Docklands/Etihad Stadium (21.2 per cent);
  • Queen Victoria Market (20.8 per cent); and
  • Melbourne Cricket Ground (MCG) (10.2 per cent).

International visitors reportedly preferred the Queen Victoria Market.

The report says:  “With its charm and historical value, Queen Victoria Market tops the list as the most popular destination for international visitors.”

“More than one in two (51.8 per cent) of international travellers to Melbourne reported to visit the market during their trips to during their trips to Melbourne.”

The other favourites include:

  • Federation Square (50.4 per cent);
  • Bourke Street Mall (30.9 per cent);
  • Southbank/Southgate (29.4 per cent);
  • St Kilda (28.1 per cent); and
  • Crown Casino (25.2 per cent).

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