Record Victorian tourism spending reaches $37 billion in last year

The strength of Victorian tourism has been indicated by new data revealing industry spending hit a new record high of almost $37 billion in the year ending September 2023.

The new data from Tourism Research Australia shows continued strong demand in the domestic market coupled with the recovery of international travel and followed previous records of $35 billion in the year ending March 2023 and $36.1 billion in the year ending June 2023.

Victoria had 22% of Australia’s market share for overall visitor spend in the year ending September 2023.

Every tourism region across Victoria experienced boosted domestic visitor expenditure compared to 2019, including an increase of 74% for Geelong and the Bellarine, Phillip Island increased by 64% and the Grampians saw a 59% visitor expenditure increase.

More than 3.7 million visitors stayed 15.2 million nights in Melbourne, which remained Australia’s top interstate overnight leisure destination for visitation. Visitors spent $5.1 billion enjoying all that the city has to offer - from hotels to hospitality, marking a 43% increase in pre-2019 levels.

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

The record tourism figures have been supported by a blockbuster major and business events calendar and Visit Victoria’s campaigns Stay close, go further and Get Set - Melbourne. Combined, these campaigns had reached almost 18 million people in the year ending September 2023.

The momentum is set to continue in 2024 as Visit Victoria keeps marketing the State on the world stage and with major events such as the recently announced Matildas versus Uzbekistan match, the Australian Open and the Grand Prix all happening in the first quarter of 2024.

Advising that the latest data is the third consecutive record result for the state, Visit Victoria Chief Executive, Brendan McClements stated “it’s wonderful to be celebrating such strong results consistently again with the incredible and resilient people that make up our State’s visitor economy.

“In 2024, we’re focused on driving even more growth for the State by delivering world-class major and business events, and ensuring Victoria’s unique culture is showcased on the local, national and global stage.”

Image: Geelong's Eastern Beach.