Melbourne’s major events, including Manchester United soccer games, helped boost tourism

The Manchester United soccer games helped drive a surge in tourism, with new figures detailing how much money visitors spent in the city.

Manchester United players Jadon Sancho, Marcus Rashford, Scott McTominay, Luke Shaw and Bruno Fernandez board a tram in Melbourne. Picture: Ian Currie

Melbourne has become a winter holiday hotspot, with tourists spending more money in the city than pre-pandemic in May and June.

As Victoria’s major event, art and sport comeback continues, new data to be released by the City of Melbourne reveals visitor spending was up by five per cent between May and June, to more than $789m.

Melbourne’s marvellous major events calendar helped the surge in tourism, with visitors flocking to blockbuster Manchester United soccer matches, Winter Night Markets, the Firelight and RISING festivals and AFL and theatre seasons.

Retail spending in the city continues to exceed pre-Covid levels, reaching $351m in June – 16 per cent higher than June 2019 ($301m).

Manchester United fans flocked to the MCG to cheer on their team. Picture: Jason Edwards

Visitor activity in Melbourne also continues to bounce back.

And international flights increased by 14 per cent in June compared to the previous month, bringing in an additional 25,000 visitors.

Lord Mayor Sally Capp said the new research was “a strong vote of confidence in the future of our city” and showed how successful winter events had been in enticing people back to Melbourne.

“This is a huge boost for our businesses, who tell me they’re feeling the positive effects of our sustained bounce back,’’ she said.

“It’s a clear sign efforts to activate the city are working, as we deliver more events and incentives.’’

Visitor spending in Melbourne increased by 106 per cent in June compared to 2021.

Domestic arrivals were up three per cent on the previous month, reaching 94 per cent of pre-Covid levels.

Manchester United’s Marcus Rashford in action during the game against Melbourne Victory. Picture: Getty

Hotel occupancy reached 61 per cent – up from 59 per cent the previous month.

And pedestrian data shows night time activity across key dining and entertainment precincts is strong and getting stronger.

It reached 145.3 per cent of pre-Covid levels in Southbank during June, 91.1 per cent in Lygon St and 88.6 per cent in Chinatown.

Tourism Accommodation Australia’s Dougal Hollis said Melbourne had become a winter wonderland for interstate and overseas visitors.

“It’s now a very popular winter destination,’’ he said.

Greg Chelser with his sons Leo and Jake enjoying the atmosphere at the MCG. Picture: Jason Edwards

“There are a number of luxury hotels that are coming into the Melbourne market which will give us an inventory of accommodation, which is truly the envy of the other states and territories across Australia.’’

City council sensors that measure pedestrian traffic in the CBD, show activity outside Town Hall in June was at 84.8 per cent of pre-Covid levels and peaked at 121.4 per cent on June 25.

Pedestrian sensors near the corner of Spring and Flinders Streets recorded huge leaps on the days English Premier League team Manchester United drew fans to Melbourne.

They were up 193 per cent compared to the previous week when United played Victory at the MCG on July 15 and 224 per cent higher when the Red Devils played Crystal Palace on July 19.