The visitor economy

Tourism and events

Victoria is a remarkable, beautiful state. It allows the visitor to combine visits to its pristine beaches, ancient forests, snow-capped mountains and unusual wildlife, with the experiences of iconic cultural and sporting events, wineries, and fine restaurants. Its reputation as a fascinating and tourist-friendly experience grows steadily.

Vast numbers of tourists are attracted each year by Melbourne's sophisticated city experiences and world class major events and by regional Victoria's nature-based attractions including the enchanting penguin parade at Philip Island and the striking landscapes of the Great Ocean Road.

Video: Great Ocean Road

Victoria has consolidated its place as one of Australia's fastest growing tourist destinations, especially for Asian tourists. Victoria's successful 'experience economy' has produced a rate of tourism growth well above the national average for the last two years. Tourism now adds nearly A$20 billion to the state's economy each year and employs just over 200,000 people.1

Over the last four years total overnight tourist expenditure in Victoria has grown on average by 5.8 per cent per annum, compared to the national average of 4.1 per cent. In the period year ending September 2010 to September 2014, international overnight visitors to Victoria increased by 7.7 per cent per annum well above the national average of 4.3 per cent per annum.2

International visitors to Victoria spent a total of A$4.9 billion in the year ending September 2014. The Chinese market underpins Victoria's international visitor and expenditure growth. China's visitor expenditure accounts for more than one quarter (26.1 per cent) of international visitor expenditure n Victoria.2

Melbourne is also Australians' most preferred domestic leisure destination, attracting more interstate visitors and in-destination expenditure by Australians than Sydney. Melbourne has 700,000 more interstate visitors and A$1.0 billion more visitor expenditure than Sydney each year (year ending September 2014).2

The experience economy is the state's second busiest export sector after international education. Even so, the state's rich regional landscapes still have considerable untapped investment potential to develop new visitor experiences.

Victoria is now working to further boost its tourism and experience economy. A strongly supportive government is working with investors to develop new services and new infrastructure to provide ever increasing quality experiences for new and returning visitors.


  1. State Tourism Satellite Accounts 2012-13, produced by Tourism Research Australia, April 2014.
  2. International Visitor Survey, National Visitor Survey, September 2014, Tourism Research Australia, Canberra.