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.

Plan B Tourism, Jordan, and Royal Jordanian Airlines, in partnership with Red Dot Representations India, recently hosted a dedicated FAM (Familiarisation) trip for Indian travel trade professionals from the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. The five-day program, held between September 15 and 19, allowed participants to experience Jordan’s leisure and business tourism offerings firsthand.

The itinerary combined cultural heritage and modern hospitality, featuring stays at top Jordanian hotels, curated networking opportunities, and exposure to the country’s signature MICE infrastructure, all complemented by warm Jordanian hospitality.

Rana Abu Alhala, CEO of Plan B Travel & Tourism, said, “We are delighted to have hosted Indian travel trade professionals on this immersive FAM trip in partnership with Royal Jordanian Airlines. The Indian market has immense potential for both leisure and business travel. Through this initiative, we aimed to showcase Jordan’s rich heritage, warm hospitality, and future-ready MICE infrastructure, positioning it as a strong contender among global destinations.”

Franco John, Deputy General Manager, Red Dot Representations, added, “India’s outbound travel segment is growing rapidly, with high demand from both corporate and leisure travellers. This FAM trip brings Jordan’s diverse offerings closer to Indian travellers, and we aim to strengthen its popularity in the months ahead.”

Ms. Anju Wariah, Director of STIC Group and Local Spokesperson for Royal Jordanian Airlines, commented, “Ease of connectivity is key to a destination’s growth. Partnering with Plan B Tourism Jordan for this FAM trip allows us to enhance India-Jordan travel and provide seamless experiences for Indian travellers.”

The initiative was supported by key partners including STIC Group, Tamarind Global, Thomas Cook, SOTC, Yatra, Trip Navigator, Even Trip, Axplore, MotherSon Travels, and Travel Sukham. Plan B Tourism Jordan’s India office, represented by Red Dot Representations, ensured an engaging and comprehensive experience for all participants.

Pattaya is fast redefining itself as one of Southeast Asia’s most family-friendly destinations, and the newly opened Melia Pattaya Hotel is leading the way with offerings designed for all ages. Just 1.5 hours from Bangkok by road, the city’s accessibility, combined with cultural attractions, aquariums, wildlife parks, and water-based fun, has made it an appealing choice for parents seeking both convenience and variety.

At the heart of Melia Pattaya’s approach is The Kidsdom, a vibrant hub tailored for children aged 4 to 12. Here, young guests can explore their creativity with activities like plaster doll painting, balloon art, whale headband craft, paper mosaics, and shell keychain workshops. Group games such as Jenga and bracelet fancy-making add a social and interactive element to the mix, ensuring kids stay engaged while parents unwind.

“At Melia Pattaya, we believe that happy kids mean happy parents,” said Javier Gimeno, General Manager of Melia Pattaya. “Our curated Kidsdom program is designed not just to keep children entertained, but to enrich their stay through creativity, play, and cultural connections. It’s part of our wider mission to ensure every member of the family feels at home.”

The family experience extends beyond play. A dedicated kids’ pool sits conveniently beside the main pool, allowing parents to relax while children enjoy safe water fun. Dining is equally thoughtful, with kids’ menus available at Saneh Sarae and LAY Beach Club. The latter combines Mediterranean and Thai flavours with a beachfront atmosphere, while the hydro bar adds a laid-back touch to family mealtimes. For a more intimate setting, Yitong Chinese Restaurant serves authentic cuisine in a warm environment, with its name “Yitong” symbolising togetherness.

Parents can indulge in wellness treatments or leisurely dining experiences knowing their children are well cared for in a safe, stimulating environment. The hotel’s philosophy reflects a broader shift in travel preferences, families seeking meaningful, shared experiences without compromise.

“The new Melia Pattaya represents our brand’s vision of delivering experiences where families connect more deeply,” added Gimeno. “Together with Pattaya’s growing reputation as a hub for family holidays, from cultural attractions to water parks and wildlife experiences, we’re proud to be playing a role in transforming how people view this dynamic destination.”

With facilities that balance fun, relaxation, and cultural connections, Melia Pattaya is not only enhancing its own guest experience but also helping Pattaya evolve as a go-to family holiday destination.