Victoria’s booming tourism industry has hit a new milestone, with visitors spending a record-breaking $40 billion across the state in 2023 — a figure that has not only boosted jobs but reaffirmed the state’s status as Australia’s events and cultural capital.
The Victoria Government is celebrating the figures released by Tourism Research Australia’s National Visitor Survey and International Visitor Survey, saying the 5.8 per cent increase in tourism spending over the past year is largely driven by international visitors, especially from India and China.
Minister for Tourism, Sport and Major Events Steve Dimopoulos said the record figures reflect the government’s strategic focus on major events and international ties. “It’s no wonder people want to come to Victoria – there is so much to see and do across the state,” Minister Dimopoulos said.
“These events support local communities, create thousands of jobs and showcase our state to millions around the world.”
Leading the charge were Indian visitors, with 223,000 arrivals who spent 12.4 million nights in Victoria, contributing an impressive $714 million to the state’s economy. That’s significantly higher than Indian visitor spending in NSW ($496 million) and Queensland ($230 million).
The spike in Indian tourism follows Premier Jacinta Allan’s recent visit to India, which focused on deepening ties in tourism, education, and sport. The Boxing Day Test against India and the Pro Kabaddi League’s Melbourne Raid drew massive crowds, reinforcing Victoria’s position as the destination of choice for Indian tourists.
China remains the top international market by spend, with $2.7 billion – up 52 per cent from 2023 – far outpacing the national average of 33 per cent growth.
Regional Victoria is also reaping the rewards. International visitors spent $645 million outside Melbourne – a 36 per cent increase – helped by the Labor Government’s Regional Events Fund, which continues to back major tourism drivers like the Matildas v Chinese Taipei match, Grampians Grape Escape, and Comedy in the Vines.
Visit Victoria CEO Brendan McClements credited the state’s distinct brand and proactive international engagement.
“We are a destination of choice for visitors across the world and Australia. Our focus on international markets – particularly India – is reaping rewards,” he said.
“We’re proud to continue supporting growth through tourism initiatives like the Indian inbound trade missions and major events like cricket and Kabaddi.”
With new direct flights from Los Angeles and January marking the busiest month ever at Melbourne Airport, 2025 is shaping up to break even more records. The Australian Open and Formula 1 Grand Prix have already brought tens of thousands of international fans to the city.
Victoria’s message is clear: whether it’s cricket, cuisine, culture or countryside – the world is welcome, and the world is coming.
Support Our Journalism
Global Indian Diaspora and Australia’s multicultural communities need fair, non-hyphenated, and questioning journalism, packed with on-ground reporting. The Australia Today – with exceptional reporters, columnists, and editors – is doing just that. Sustaining this needs support from wonderful readers like you.
Whether you live in Australia, the United Kingdom, Canada, the United States of America, or India you can take a paid subscription by clicking Patreon and support honest and fearless journalism.
