Victoria’s visitor economy is worth A$21.7 billion to the state and generates over 210,000 jobs.
Victoria is Australia’s leader in the visitor economy, thanks to its world-class events, food and wine scene, and stunning tourist destinations – from pristine beaches to striking landscapes and unique animal encounters.
Our state is Australia’s second most visited destination, and one of the fastest growing in Australia – particularly for Asian tourists.
Visitors from China drive much of our international visitor and expenditure growth, accounting for more than 33% of international overnight visitor expenditure in Victoria.
Melbourne – for style, culture and creativity
Ask Australians why they’d visit Melbourne, and they’re likely to tell you it is Australia’s most sophisticated, stylish, and cosmopolitan city.
This is because of our renowned arts and sports precincts, cosmopolitan laneways filled with shops, bars and cafes, and world-class fashion destinations.
Regional Victoria – for food, wine and unique experiences
Regional Victoria has a strong reputation as a destination for diverse natural attractions, spa and wellness, food and wine, touring and cycling, and golf. Regional Victoria is home to world-class attractions including the Twelve Apostles on the Great Ocean Road and the Phillip Island Penguin Parade.
Australia’s sporting events capital
Melbourne hosts some of the world’s premium sporting events – from the Australian Open Tennis, the Australian FORMULA 1™ Grand Prix, the and many more.
Thousands of loyal and passionate fans join visitors from around the world at events each week – from local football matches to international soccer matches Victoria was awarded the Sport Business Ultimate Sport City of the Decade in 2016.
The experience economy is Victoria’s second busiest export sector after international education. Our rich regional landscapes have considerable investment potential to develop new visitor experiences.
Victoria is now working to further boost its tourism and experience economy. The Victorian Government strongly supports investors to develop new services and new infrastructure to provide ever-increasing quality experiences for new and returning visitors.
Find out more in the Future Industries Victorian Visitor Economy Strategy.