Victorian tourism spending sets new record, keeps rising

Wednesday, December 20, 2023

The Allan Labor Government stands behind Victoria’s thriving tourism sector, as fresh data highlights a remarkable surge in tourism spending, reaching an unprecedented high of nearly $37 billion by September 2023.

Steve Dimopoulos, the Minister for Tourism, Sport, and Major Events, hailed the sector’s ongoing robustness, noting that this latest data marks the third consecutive record-breaking achievement for Victoria.

Released by Tourism Research Australia (TRA) today, these figures signify a remarkable upswing driven by sustained domestic demand and the gradual revival of international travel. This firmly establishes Victoria as the country’s leading hub for major events and cultural experiences.

These results follow earlier milestones of $35 billion in spending for the year ending March 2023 and $36.1 billion for the year ending June 2023.

Victoria claimed 22 percent of Australia’s total visitor spending for the year ending September 2023.

Across Victoria tourism regions, there was a notable surge in domestic visitor spending compared to 2019, with Geelong and the Bellarine experiencing a 74 percent increase, Phillip Island seeing a 64 percent rise, and the Grampians recording a 59 percent surge in visitor expenditure.

Melbourne attracted more than 3.7 million visitors who stayed for 15.2 million nights, maintaining its position as Australia’s top interstate overnight leisure destination. Visitors spent $5.1 billion enjoying the city’s offerings, marking a 43 percent increase compared to pre-2019 levels, encompassing accommodations and dining experiences.

Victoria’s top international markets for expenditure were China, exceeding $1 billion for the first time since 2019, now standing at $1.6 billion, and India at $444 million.

These record-breaking tourism figures owe much to an impressive lineup of major and business events and the impactful campaigns of Visit Victoria, including “Stay close, go further” and “Get Set – Melbourne,” reaching almost 18 million people by September 2023.

Looking ahead, Visit Victoria remains committed to showcasing the State on the global stage, with major events like the Matildas versus Uzbekistan match, the Australian Open, and the Grand Prix scheduled for the first quarter of 2024, ensuring the momentum continues.

Steve Dimopoulos, Minister for Tourism, Sport, and Major Events, stated, “Victoria’s tourism continues its upward trajectory, showcasing our diverse attractions for both domestic and international visitors.”

“We are dedicated to furthering Victoria’s tourism industry, with ambitious plans to drive more visitation, bolster local employment, and expand the State’s economy.”

Brendan McClements, CEO of Visit Victoria, expressed delight in consistently achieving robust results and emphasized their focus on amplifying growth in 2024. “Our goal is to foster state-wide growth through top-tier events while highlighting Victoria’s distinct culture on local, national, and global platforms.”

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