Record Visitor Spend Boosts Victorian Businesses With Two Per Cent Growth In International Spending

Published on September 24, 2025

By: Tuhin Sarkar

Victoria’s tourism manufacture has achieved a singular milestone, pinch a 20 per cent maturation successful world visitant spending, reaching a grounds $43.7 billion. This surge successful visitant walk highlights nan state’s increasing entreaty arsenic a apical recreation destination. The boost successful world spending is mostly driven by Victoria’s strategical attraction connected awesome events and beardown world partnerships, which proceed to pull visitors from astir nan world. In nan twelvemonth ending June 2025, Victoria captured 24.7 per cent of Australia’s full visitant spend, solidifying its position arsenic a cardinal subordinate successful nan nation’s tourism market. With an 11.5 per cent emergence successful world visitation and a 21.5 per cent summation successful nights stayed by visitors, nan authorities is witnessing robust maturation crossed nan tourism sector. This grounds visitant walk serves arsenic a testament to nan efforts made by nan Labor Government and various stakeholders to heighten Victoria’s tourism offerings and world presence.

Victoria’s Visitor Economy Reaches New Heights successful 2025

Victoria’s tourism system has surged to an awesome $43.7 billion, marking a grounds 20 per cent summation successful year-on-year world visitant spending. The occurrence comes arsenic a consequence of strategical investments successful awesome events and tourism infrastructure by nan Allan Labor Government. Tourism Research Australia’s Domestic Tourism Statistics and International Visitor Survey item nan sector’s captious domiciled successful Victoria’s economical growth. The figures bespeak a thriving visitant economy, pinch Victoria capturing 24.7 per cent of Australia’s full world spend, overtaking Queensland for nan second-highest marketplace stock successful nan country.

The maturation of world visitation is straight linked to nan state’s robust arena calendar. With 2025 offering an awesome scope of attractions, nan authorities has benefitted importantly from accrued partnerships pinch world businesses and airlines. The year-on-year summation successful world visitation of 11.5 per cent is complemented by a 21.5 per cent jump successful nan number of nights visitors are staying successful Victoria. This occurrence communicative is poised to proceed pinch further investments and nan ongoing momentum generated by world partnerships.

Record Spend from India: A Strategic Triumph for Victoria

India has emerged arsenic a powerful maturation marketplace for Victoria’s tourism sector, contributing to an astonishing 78.9 per cent emergence successful visitant walk successful 2025 compared to nan erstwhile year. This surge has been driven by nan state’s India Strategy, launched by nan Labor Government, and amplified by high-profile events for illustration nan Australia-India Boxing Day Test. Victoria is now nan starring Australian destination for Indian visitors, successful position of some walk and overnight stays. This marketplace maturation represents a important accomplishment for Victoria, diversifying nan state’s world appeal.

Furthermore, Victoria’s committedness to fostering ties pinch world markets is evident successful nan beardown relationships established pinch world partners. This proactive attack has been integral to nan state’s occurrence successful attracting visitors from emerging markets for illustration India, wherever tourism expenditure has seen important growth. The influx of visitors from India is besides benefiting section businesses, pinch some nan accommodation and unit sectors seeing marked increases successful demand.

China: Still nan Top Contributor to Victoria’s Visitor Spend

Despite awesome maturation from emerging markets, China remains Victoria’s largest root of world visitant spend. In nan twelvemonth ending June 2025, Chinese visitors contributed $3.1 billion, a important 24.6 per cent summation from nan erstwhile year. This accordant maturation highlights nan enduring entreaty of Victoria arsenic a apical destination for Chinese travellers. Victoria’s strategical investments, including nonstop flights and collaborative campaigns pinch Chinese businesses, proceed to fortify nan narration betwixt nan authorities and 1 of nan world’s astir lucrative tourism markets.

Melbourne remains nan apical destination for interstate travel, pinch nan metropolis continuing to outperform Sydney successful position of overnight trips, visitant numbers, and spend. The metropolis has knowledgeable its busiest-ever months for edifice bookings, pinch notable peaks successful January, March, and June, driven by some section and world tourism. This maturation is reflective of nan city’s unsocial entreaty arsenic a awesome hub for some leisure and business tourism, cementing its position arsenic a starring Australian destination.

Melbourne and Regional Victoria: Balanced Growth Across nan State

While Melbourne continues to lead nan complaint successful position of visitant spend, Regional Victoria has not been near behind. In nan June 2025 quarter, $832 cardinal was spent by world visitors successful location Victoria, contributing to nan broader economical maturation crossed nan state. This is simply a nonstop consequence of efforts to beforehand location tourism, ensuring that visitors research beyond Melbourne and acquisition nan divers attractions Victoria offers.

Local tourism has flourished alongside world visitation, pinch Victorians themselves spending $1.8 cardinal crossed 9.8 cardinal nights successful location areas during nan aforesaid quarter. This balanced maturation is captious for ensuring that each parts of nan authorities use from nan tourism boom, not conscionable metropolitan areas. Regional Victoria’s entreaty lies successful its wide scope of experiences, from earthy beauty and outdoor adventures to vibrant nutrient and vino culture. The ongoing promotion of these destinations ensures that location Victoria continues to pull visitors, some home and international.

The Economic Impact of Victoria’s Tourism Boom

The visitant system plays a pivotal domiciled successful Victoria’s wide economical health, pinch complete 288,000 jobs supported by tourism activities. The state’s awesome events, including nan AFL Grand Final and nan NBAxNBL Melbourne Series, are cardinal contributors to this growth. The National Gallery of Victoria’s French Impressionism accumulation and location events for illustration nan Australian Diamonds successful Bendigo further cement Victoria’s position arsenic a world events hub. These events not only thrust tourism walk but besides lend to nan taste and societal cloth of nan state, enhancing its world reputation.

Tourism Minister Steve Dimopoulos has stressed nan value of continuing to support nan industry. He highlights really tourism helps thrust occupation creation and economical maturation while fostering world connections. His connection underscores nan Victorian Government’s committedness to sustaining and expanding nan state’s visitant economy. The backing of awesome events and world trading campaigns ensures that Victoria’s tourism assemblage remains dynamic, competitive, and fresh to invited moreover much visitors from astir nan globe.

Strategic Investments successful Victoria’s Tourism Future

The Victorian Government’s proactive attack to tourism is group to proceed pinch a $43 cardinal finance aimed astatine promoting nan authorities internationally. This backing will support ongoing trading campaigns and pull high-value visitors from cardinal world markets. The attraction connected strategical partnerships pinch world airlines and businesses will guarantee that Victoria remains competitory successful a crowded world tourism market. These efforts are captious for maintaining and increasing nan state’s tourism sector, particularly successful nan look of evolving world challenges and title from different destinations.

As portion of nan government’s forward-looking tourism strategy, a beardown accent is placed connected diversifying Victoria’s tourism offerings. This includes expanding location tourism, capitalizing connected taste and sporting events, and enhancing infrastructure to cater to increasing visitant numbers. The authorities is well-positioned to build connected its existent successes and proceed driving maturation successful some nan world and home tourism markets.