Tourism spending in Victoria has soared to a record $43.7 billion, driven by a 20 per cent jump in international visitor spending in the 12 months to June 2025, according to the latest figures from Tourism Research Australia.
The surge has been credited to the Allan Labor Government’s major events calendar and strategic international partnerships.
Minister for Tourism, Sport and Major Events Steve Dimopoulos said the visitor economy remains a key driver of economic growth in Victoria. “Tourism supports and creates jobs and we’re making sure those opportunities continue to grow,” he said.
“By strengthening ties with international markets, we’re driving new waves of visitors and seeing incredible momentum from overseas visitors.”
Victoria now holds 24.7 per cent of Australia’s total visitor spend, overtaking Queensland to claim the second highest market share among states and territories.
International visitor nights increased by 21.5 per cent, while visitation rose 11.5 per cent, supported by partnerships with airlines and global businesses.
Victoria led all states in visitors, nights, and expenditure from the Indian market, with spending up a staggering 78.9 per cent compared to last year.
The state’s India Strategy, launched last year, along with high-profile events like the Boxing Day Test, have been credited for the growth.
China remains Victoria’s top market for international visitor spend, with $3.1 billion spent in the year ending June 2025, up 24.6 per cent from the previous year.
Melbourne continues to outperform Sydney as the top interstate destination, with travellers staying three million nights in the June 2025 quarter. Hotels in Melbourne CBD and Greater Melbourne recorded their busiest-ever months from January through August.
Regional Victoria is also benefiting, with Victorians spending $1.8 billion across 9.8 million nights, while international visitors contributed $832 million in the past financial year.
Visit Victoria CEO Brendan McClements said, “From blockbuster sporting events to cultural activity and regional festivals, there is a huge calendar of events delivering benefits right across Victoria.”
“Whether visitors are travelling from across the country or just down the road, Victoria’s compact diversity means there is something for everyone here to enjoy.”
The figures follow Premier Jacinta Allan’ announcement in China last week of a $43 million investment to promote Victoria internationally. The visitor economy supports more than 288,000 jobs across the state, with major upcoming events including the AFL Grand Final, the NBAxNBL Melbourne Series, French Impressionism at the National Gallery of Victoria, and regional events like the Australian Diamonds in Bendigo.
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