The visitor economy
Invest in Victoria's Tourism & events industry
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
In 2018-19 tourism in Victoria was estimated to be worth $29. billion to the economy in Gross State Product (GSP) and generated a total of 263,300 jobs (or 7.8 per cent of employment in Victoria). 1
Tourism expenditure in Victoria reached $31.3 billion in the year ending March 2020.
Expenditure has increased $10.4 billion over the past five years. Victoria's visitor economy has produced a rate of tourism growth well above the national performance. Over the last five years total tourism expenditure in Victoria has grown by 8.4 per cent per annum, compared to the national growth rate of 6.6 per cent per annum.2
International overnight visitors to Victoria spent an estimated A$8.1 billion in the year ending March 2019, representing growth of 12.2 per cent per annum over the period year ending March 2014 to March 2020. The Chinese market has underpinned Victoria's international visitor and expenditure growth in recent times. China's visitor expenditure is the highest of all international visitor markets at $2.9 billion and generated 35.2 per cent of total international visitor expenditure in Victoria in the year ending March 2020 (more than the next ten international markets combined).2
An estimated 37.8 million people visited Melbourne.
Spending $19.5 billion, visitors comprised of 13.5 million domestic and international overnight visitors and 24.2 million domestic daytrip visitors.2
Melbourne continues to attract more interstate overnight visitors and expenditure by Australians than Sydney. Melbourne received 364,600 more interstate visitors and A$1.0 billion more visitor expenditure than Sydney in the year ending March 2020.2
Total tourism expenditure to regional Victoria was $11.9 billion.
Contributing to regional tourism expenditure was 18.7 million domestic and international overnight visitors and 40.2 million domestic daytrip visitors.2
- 2018-19 State Tourism Satellite Accounts produced by Tourism Research Australia, May 2020.
- International Visitor Survey, National Visitor Survey, March 2020, Tourism Research Australia, Canberra, released July 2020.