Tourists spent a record $46.7 billion in Victoria over the past year, with international travel, major events and expanded flight capacity driving growth across the state.
Tourism Minister Steve Dimopoulos said the figures show strong demand for Victoria as a destination. “Visitors are voting with their feet and Victorian workers and businesses are reaping the benefits.”
Data from Tourism Research Australia, covering the 12 months to December 2025, shows international visitors spent $9.7 billion, up seven per cent year on year. Regional areas recorded $840 million in international visitor spending, an increase of 30 per cent.
China remained Victoria’s largest overseas market, with visitors spending $3.2 billion over the year, up 19.7 per cent. The growth comes alongside the state’s China Strategy and Visit Victoria’s ‘Every bit different’ campaign.
Visit Victoria chief executive Brendan McClements said the campaign continues to attract both domestic and international travellers. “The ‘Every bit different’ campaign gives us the chance to showcase the best of Victoria both locally and internationally – creating demand among tourists who will consider Victoria for their next trip.”
Melbourne retained its position as the leading destination for overnight interstate leisure travel. The city recorded 3.5 million visitors who stayed a combined 13 million nights and spent $5.9 billion
Melbourne retained its position as the leading destination for overnight interstate leisure travel. The city recorded 3.5 million visitors who stayed a combined 13 million nights and spent $5.9 billion.
Major events contributed to the strong result, particularly toward the end of the year. These included the Australian Open golf featuring Rory McIlroy, the Boxing Day Test, the opening of NGV’s Westwood | Kawakubo exhibition and the NBA x NBL Melbourne series featuring the New Orleans Pelicans.
Air capacity also increased, with Delta Air Lines, Shenzhen Airlines and Hong Kong Airlines launching services to Melbourne in December. The new routes add an estimated 270,000 seats annually.
Accommodation demand reached new highs, with Greater Melbourne recording 12.1 million hotel room nights sold in 2025. This was about 680,000 more than the previous year, with 11 months setting new records for demand.
Dimopoulos said continued investment in events and partnerships would support further growth. “Our investment in major events and partnerships is boosting visitors and our economy.”
McClements said increased visitor numbers are supporting businesses across the state. “More visitors mean more opportunities for local businesses, with operators and venues across Victoria connecting with global networks and hotels seeing record numbers.”
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