Tourism and Events Information for Victoria’s tourism industry

Victoria’s tourism industry at new heights reaching $40 billion

Thanks to a rise of 6 per cent in tourism spend on the previous year, Victoria’s growing tourism industry has reached the magical mark for the first time ever.

27 March 2025

Victoria’s booming tourism industry continues to go from strength to strength, with new data from Tourism Research Australia’s National Visitor Survey and International Visitor Survey showing visitors spent a record $40 billion in the year ending December 2024 across Victoria.

The massive milestone showed total tourism spending is up 6 per cent on the previous year, with strong growth in international visitor spend.

Victoria remains the destination of choice for travellers from India with 223,000 visitors staying 12.4 million nights, enjoying the state’s world-class accommodation, restaurants, cafes and tourism experiences – spending $714 million in Victoria, compared to NSW ($496 million) and Queensland ($230 million).

This follows the Premier’s visit to India to strengthen ties with the country through tourism, education and sport. The Boxing Day Test between India and Australia also achieved record crowds at the MCG, while thousands turned out to watch the inaugural Pro Kabaddi League Melbourne Raid event.

China remains the state’s top international market for total spend ($2.7 billion), up 52 per cent year on 2023, compared to the rest of Australia which was up 33 per cent in the same period.

Spending by international travellers in regional Victoria also reached a new record high at $645 million – up 36 per cent. The regions continue to be boosted by the Regional Events Fund, which attracts thousands of visitors to events including Comedy in the Vines at Mitchelton Wines, Matildas vs Chinese Taipei at Kardinia Park and the Grampians Grape Escape.

In December, the Victorian Government announced Delta’s new direct flights from Los Angeles – bringing more American tourists to Victoria and supporting jobs in hotels, cafes and attractions.

2025 is shaping up to be another massive year for tourism spending in Victoria with January being the busiest month in Melbourne Airport’s history alongside record crowds at both the Australian Open and Formula One Grand Prix bringing thousands of international fans to Melbourne, filling our hotels.

Melbourne Park in full flight during the record-breaking 2025 Australian Open which welcome more fans than ever before. Aerial shot of Melbourne Park.
Page last updated: 01 Apr 2025
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