Shine comes off sunshine state among tourists

Queensland is no longer the country's top domestic tourist destination with more Australians wanting to holiday in Victoria, new figures show.

Despite having more than 263 days of sunshine per year, Queensland has been knocked from the top spot of domestic tourist destinations on the latest Roy Morgan Holiday Tracking Survey.

According to the survey, 7.6 million Australians (40 per cent) would like to holiday in Victoria in the next two years, compared to 7.4 million (39 per cent) who would like to holiday in Queensland.

Five years ago more than 44 per cent of the population wanted to holiday in the Sunshine State.

Jane Ianniello of Roy Morgan Research said Queensland destinations including the tropical north and the Gold and Sunshine coasts faced stiff price competition from very affordable overseas locations.

"Meanwhile, Melbourne's increasing popularity among Australian holiday-makers has meant that Victoria has held its own over the past five years as a desirable holiday destination," she said.

Twenty-one per cent of Australians said they would like to holiday in Melbourne, up from 19 per cent in 2008.

"Melbourne has done especially well in capitalising on the growing short-break market by offering a variety of shopping, dining, nightlife, cultural attractions, and special events," Ms Ianniello said.

She said the Great Ocean Road was also a factor in Victoria's success, with 10 per cent of Australians nominating it as a destination they would like to visit.