Victoria is known for its packed calendar of major events, food and wine, and scenic beauty. It’s also home to diverse multicultural communities, world-class artistic and cultural experiences.
For endless recommendations, Visit Victoria has everything you need as a tourist.
Value of the visitor economy
Tourism supports Victoria’s economy through direct spending, employment and investment.
In 2022-23, tourism in Victoria was estimated to be worth $28.2 billion to the economy in gross state product. It also generated approximately 257,500 tourism filled jobs.
Data for the year ending September 2024 show tourism in Victoria generated:
- $39.7 billion in total spend
- 86.9 million total visitors
- 156.2 million total nights.
For more information and interactive charts, explore our Research and insights hub.
Find out more about the value of tourism in Victoria.
Supporting the industry
The Victorian Government invests in world-class tourism products and experiences, as well as supports the development of a diverse industry.
In April 2021, the Visitor Economy Recovery and Reform Plan (VERRP) was released. The plan helped to revitalise and grow Victorian tourism after the impacts of bushfires and the global pandemic.
Experience Victoria 2033
Experience Victoria 2033 was launched in May 2023. The strategic plan continues the successful delivery of VERRP. It will shape the future of Victoria’s visitor economy over the next 10 years.
To find out more about how we support the industry visit about us.
