Victoria’s visitor economy has reached record levels, with international visitor spending climbing to $43.7 billion, a 20 per cent jump year-on-year—according to new data from Tourism Research Australia. The results highlight how major events and strategic global partnerships are fueling economic growth in the state.

Minister for Tourism, Sport and Major Events, Steve Dimopoulos, said the latest Domestic Tourism Statistics and International Visitor Survey underline the sector’s strength. “Tourism supports and creates jobs and we’re making sure those opportunities continue to grow. By strengthening ties with international markets, we’re driving new waves of visitors and seeing incredible momentum from overseas visitors,” he said.

Victoria secured 24.7 percent of Australia’s total visitor spend in the year ending June 2025, overtaking Queensland to become the second-highest market share in the country. International visitors stayed 21.5 per cent more nights and arrivals rose by 11.5 per cent, aided by airline partnerships and the Government’s strong international outreach.

India emerged as one of Victoria’s fastest-growing markets, with visitor spending up 78.9 percent compared to last year. The surge was supported by the Labor Government’s India Strategy and high-profile sporting events, including the blockbuster Boxing Day Test. China, meanwhile, remained Victoria’s largest source of international spend at $3.1 billion, a 24.6 per cent increase on the previous year.

Melbourne continues to outperform Sydney as Australia’s top interstate overnight destination, with 3 million nights booked in the June 2025 quarter. Hotels across Melbourne CBD and Greater Melbourne recorded their busiest-ever January through August for bookings. Regional Victoria also benefited, with Victorians spending $1.8 billion across 9.8 million nights in the June 2025 quarter, while international visitors spent $832 million in regional areas over the past financial year.

Visit Victoria CEO Brendan McClements credited the state’s diverse offerings, “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 data comes on the heels of the Premier’s announcement in China of a $43 million investment to promote Victoria globally, strengthening an industry that already supports more than 288,000 jobs. Upcoming highlights include the AFL Grand Final, the NBAxNBL Melbourne Series, French Impressionism at the National Gallery of Victoria, and regional showcases such as the Australian Diamonds in Bendigo.