Victoria’s tourism industry hits record high in 2023

Tuesday, March 26, 2024

Victoria’s tourism industry has reached unprecedented heights, bolstered by significant
investments and a vibrant calendar of events. According to the National and International
Visitor Survey, the state recorded a staggering $37.8 billion in tourism spending in 2023,
marking a substantial increase from previous years. Minister for Tourism, Sport, and Major
Events, Steve Dimopoulos, attributes this success to the allure of Victoria’s major events and
diverse experiences. Melbourne, in particular, emerged as the top destination for interstate
leisure travelers, welcoming 3.9 million visitors who spent $5 billion in the city. Major events
like musicals, sporting spectacles, and cultural festivals contributed significantly to this influx,
showcasing Melbourne’s appeal on a global scale.
The surge in domestic tourism is equally notable, with Melbourne experiencing a 27%
increase in expenditure compared to 2019, while regional Victoria saw a remarkable 39%
increase. Regions such as Geelong, the Bellarine, Phillip Island, and the High Country
witnessed substantial growth, emphasizing the broad appeal of Victoria’s tourism offerings.
Additionally, the state’s international reputation as a major events hub and culinary hotspot
attracted global travelers, contributing $6.4 billion to the economy.
Looking ahead, Victoria’s 2024 events calendar promises continued success, with marquee
events like the Australian Open, NGV Triennial, and Melbourne Fashion Festival set to draw
visitors from far and wide. These events not only showcase Victoria’s diversity but also serve
as catalysts for the state’s tourism marketing campaigns, such as “Every bit different.” This
campaign aims to highlight Victoria’s unique identity and experiences to a global audience,
ensuring sustained growth in the tourism sector.
In conclusion, Victoria’s record-breaking tourism figures underscore the state’s position as a
premier destination for travelers worldwide. With ongoing investments, a rich tapestry of
events, and innovative marketing strategies, Victoria is poised to further elevate its status as
a must-visit destination.

« Back to Page

• Want to know why these Oregon film locations are popular among tourists?

• Rolling Stones boost 2024 New Orleans jazz fest

• Here’s what you need to know how Chinese tourists are exploring global destinations

• Hungarian government’s new policy can improve global tourism sector

• Amsterdam targets cruise cutbacks to manage over-tourism