Victoria’s visitor economy has surged to a record $46.7 billion, with international travellers and major events driving unprecedented growth across the state.
Tourism Minister Steve Dimopoulos announced the milestone, saying the surge in spending is delivering strong benefits for local businesses and jobs.
“Visitors are voting with their feet and Victorian workers and businesses are reaping the benefits.”
New data from Tourism Research Australia shows international visitor spending rose seven per cent year-on-year to $9.7 billion, with regional Victoria recording a standout $840 million – an increase of 30 per cent.
China remains Victoria’s largest tourism market, with visitors spending $3.2 billion in 2025, up nearly 20 per cent. The growth aligns with the state’s targeted China Strategy and Visit Victoria’s “Every bit different” campaign.
Melbourne has retained its position as Australia’s top destination for overnight interstate leisure travellers, attracting 3.5 million visitors who stayed 13 million nights and spent $5.9 billion in the city.
The figures cover the 12 months to December 2025, capped by a blockbuster summer of major events. Highlights included the Australian Open golf featuring Rory McIlroy, the Boxing Day Test, a major exhibition at the National Gallery of Victoria, and the NBA x NBL Melbourne series featuring the New Orleans Pelicans.
Victoria’s international connectivity also received a boost, with Delta Air Lines, Shenzhen Airlines and Hong Kong Airlines launching new services to Melbourne Airport in December, adding 270,000 seats annually.
Accommodation demand has also soared, with Greater Melbourne recording a record 12.1 million hotel room nights sold in 2025 – up by around 680,000 compared to the previous year, and with monthly demand records set in 11 out of 12 months.
Brendan McClements said the state’s global marketing push is continuing to attract new audiences.
“The ‘Every bit different’ campaign gives us the chance to showcase the best of Victoria both locally and internationally – creating demand among tourists who will consider Victoria for their next trip.”
The latest figures build on earlier momentum, with Indian travellers spending $810 million in the year to March 2025 – an 84 per cent increase – highlighting Victoria’s growing appeal in emerging markets.
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