Victoria records its biggest ever tourism spend

Victoria's tourism spending has reached a record high, surpassing pre-COVID levels. In the 12 months leading up to September, tourist spending in Victoria was estimated to reach A$39.7 billion, driven by an increase in visitor numbers.

China remains Victoria's largest international source market, with India ranking second. Furthermore, Melbourne is the preferred capital city for interstate visitors in Australia, attracting nearly four million tourists.

Tourism Victoria CEO Brendan McClements stated, "Melbourne, in particular, is Australia's most popular city for tourists due to its combination of food and culture. If you look beyond Melbourne to regional Victoria, there are also sports and natural landscapes close at hand." He also pointed out that major events, including the Australian Open, Formula 1 Grand Prix, and the Melbourne Cup, are significant factors in attracting tourists.

The booming tourism industry has had a positive impact on small businesses, such as Fiona Sweetman's Hidden Secret Tours. Sweetman said, "Even though travel costs are high, we are still delighted to see people coming to visit."

Tourism leaders are encouraging local residents to get out and explore the beauty around them. McClements said, "We live in an amazing state, and in the coming weeks, people can explore all corners of it."