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Value of tourism to Victoria
The latest Tourism Research Australia State Tourism Satellite Account data for the year ending June 2024 (released in April 2025).
Tourism makes a valuable contribution to Victoria’s economy. Here are the latest economic estimates for 2023-24 from the State Tourism Satellite Account.
In 2023-24:
- Victoria’s tourism industry generated $36 billion (directly and indirectly) in gross state product, accounting for 5.9% of the state’s economy. A 13% increase compared to 2022-23.
- Tourism in Victoria generated 288,800 filled jobs, equating to 7.1% of total filled jobs in the state.
- Tourism filled jobs in Victoria increased by 8% compared to 2022-23 estimates.
Find out more in the summary, including industry and state/territory comparisons.
Value of tourism to Victoria and its regions
The summary highlights the economic contribution of tourism to Victoria and its regions. This includes the latest estimates from the 2023-24 State Tourism Satellite Account and the 2023-24 Regional Tourism Satellite Account (published in May 2025).
Want to deep dive into the data? Check out our interactive dashboard below.
Economic data dashboard
Explore further information on the value of tourism to Victoria and its tourism regions.
Due care is taken in the production of this information. However, DJSIR accepts no responsibility for the use of this data. Figures may not add due to rounding.
Accessibility - The Microsoft Power BI application presenting data on this website has limited accessible functionality. Microsoft are continuously working to improve this, and we'll implement any enhancements as they are made available. If you're unable to access the dashboard data to your satisfaction, please email research@ecodev.vic.gov.au
Find out more at Tourism Research Australia.
Tourist accommodation
In 2023-24 Victoria’s accommodation sector (properties with 10+ rooms) recorded:
- $3.5 billion in total revenue, up 6.5% year-on-year (YoY)
- 15.9 million room nights occupied, up 8.4% (YoY)
- 68.3% average occupancy rate, up 4.0% (YoY)
- 23.3 million rooms available, up 4.3% YoY.
Find out more in the summary, including results by accommodation category and for Melbourne.
For more information, including how to purchase more detailed results, visit STR.
Tourism investment monitor for Victoria
In 2023-24 the tourism investment pipeline in Victoria was $16.0 billion for projects worth $20 million or more, representing 25% of the value for Australia.
Projects in Melbourne represent 42% of the value of the tourism investment pipeline in Victoria, with regional Victoria representing 58%. This consisted of 48 projects in Victoria, with an estimated 4,000 new accommodation rooms.
The pipeline projects are broken down into 3 key tourism sectors. These include projects that are in the proposed, planning or construction phases.
Aviation
In 2023-24, projects in the Victorian aviation sector were valued at $9.4 billion.
- 26% were in Melbourne and 74% in regional Victoria.
- Aviation projects represented 59% of the tourism investment pipeline projects.
Arts, recreation and business services
Projects in the Victorian arts, recreation and business services sector were valued at $4.0 billion in the 2023-24 tourism investment pipeline.
- 70% were noted in Melbourne and 30% in regional Victoria.
- These projects represented 25% of tourism investment pipeline projects.
Accommodation
Projects in the accommodation sector were valued at $2.6 billion.
- 60% were in Melbourne and 40% in regional Victoria.
- Accommodation projects represented 16% of the tourism investment pipeline projects.
Mixed-use accommodation
The tourism investment pipeline excludes mixed-use projects as it combines tourism and non-tourism components, such as residential housing or office/retail space.
In 2023-24 mixed-use pipeline projects in Victoria were worth $23.5 billion. This consisted of 47 projects with an estimated 7,900 new rooms.
For the detailed report, visit Tourism Research Australia.
Note: This is not an exhaustive list of current or potential development projects and does not account for all tourism investments.
Source: 2023-24 Tourism Investment Monitor, Tourism Research Australia, released in March 2025..
Tourism business counts
The latest Tourism Businesses in Australia data show that in June 2024 there were:
- 111,253 tourism businesses that comprised 15% of all businesses in Victoria.
- 81,527 tourism businesses in Melbourne which accounted for 73% of all tourism businesses in Victoria.
- 29,726 tourism businesses in regional Victoria which accounted for 27% of all tourism businesses in Victoria.
Of all tourism businesses in Victoria in June 2024:
- 95% employed fewer than 20 persons
- 53% were non-employing
- 43% were from the retail trade industry
- 24% were from the cafes, restaurants and takeaway food service industry.
For more information visit Tourism Research Australia
