Victoria's visitor economy

Victoria's visitor economy was estimated at $23.3 billion in 2016-17 and generated jobs for 208,300 people across Melbourne and regional Victoria.

The visitor economy extends beyond the activities and economic impact of leisure tourists to encompass visitors travelling for business, work, education and visiting friends and relatives.

Victoria has long been a leader for major events and business conferences, food and wine, artistic and cultural experiences and areas of outstanding natural scenic beauty, and has built a reputation as a diverse and compelling destination.

Victoria has enjoyed consistent growth in visitor expenditure over the past five years, led strongly by the growth in international visitor numbers and expenditure. By 2025, it is expected that approximately 46 per cent of growth in tourism spend in Victoria will come from international markets.

Regional Victoria is well known for its significant visitor attractions like the 12 Apostles, Grampians National Park, Goldfields, Mornington Peninsula and of course, the little Penguins at Phillip Island. Growing intrastate visitation and expenditure is a key growth opportunity for regional Victoria.

The 2016-17 Victorian Budget provides $67 million for Victoria's visitor economy, including $38 million over two years for Visit Victoria to promote the state globally, $20 million over the next four years for a Regional Events Fund and an additional $9 million over the next two years for the Business Events Fund. This is in addition to the $101 million Regional Tourism Infrastructure Fund.

Victorian Visitor Economy Review 

In March 2015 the Victorian Government commissioned a review of Victoria's visitor economy. There was extensive industry consultation as part of this Review. 

The creation of Visit Victoria is one of the initial outcomes of the Review. 

The findings of the Review form the basis of a comprehensive Victorian Visitor Economy Strategy.