To promote tourism to and within Victoria, Visit Victoria uses official and commercial data sources that indicate current performance and historic trends of tourism. The Research and Insights team analyses key datasets and conducts market research projects to understand market dynamics, and identify opportunities and challenges to continuously entice people to travel to Victoria.
For any queries related to the publications on this page, please contact the Research and Insights team at [email protected]
Accommodation data is a key indicator of the current performance of Victoria’s tourism sector. Visit Victoria publishes monthly summaries for key measures including occupancy, daily rates, and supply.
Data is sourced from STR, a global data analytics company. Data represents properties with 10+ rooms, and is based on voluntary industry publication. Visit Victoria highly encourage industry participation with STR, which provides insights for accommodation operators and enables Visit Victoria to effectively monitor this vital sector. Contact Jacqueline at STR for more information on how to participate [email protected]
Explore the latest hotel performance summary for Melbourne and regional Victoria:
Victoria Monthly Accommodation Summary – Data to September 2025 (37.6 KB)
Along with the monthly accommodation data summary, below is a report on the seasonality of hotel demand in Victoria. This new yearly report shows occupancy trends for month and day of week demand across four years to illustrate how seasonality and variable demand impacts Victoria and how this is changing over time.
To enhance data quality and reliability, Tourism Research Australia (TRA) has introduced a new measurement program for domestic tourism, Domestic Tourism Statistics (DoTS). Replacing the previous National Visitor Survey (NVS), DoTS represents the official measure of domestic tourism since the year ending March 2025 release.
The year ending June 2025 release of DoTS reintroduced day trip data, allowing total visitor expenditure to be reported. The International Visitor Survey (IVS) methodology remained largely unchanged. Further detail of changes can be found on the Tourism Research Australia website. Publication of statistics from the IVS and DoTS can be found on the DJSIR website.
IVS and DoTS, which provide official tourism statistics on key metrics of visitors, are released on a quarterly basis. Latest total figures for visits, nights and expenditure are presented below.
| Total Tourism Statistics to/within Victoria – YE June 2025 | YoY % Change | |
| Visitors | 114.9 million | +6.3% |
| Nights | 168.5 million | +8.0% |
| Expenditure | $43.7 billion | +5.3% |
An infographic presenting findings from a research project Visit Victoria conducted around public attitudes towards regional events. This project surveyed 1,024 Victorians in 2025, through a research-only market research panel.
The study looks at the role regional events play in driving travel and shifting specific behaviours. It also examines the sentiment of regional residents on hosting public events in their local communities and attitudes towards visitation across Victoria.
Victorian's Attitude on Regional Events Infographic (92.1 KB)
At the Destination Victoria 2025 conference, Visit Victoria's Personas for the Fly interstate market and Drive intrastate market were introduced. They were developed using segmentation research together with a strategic lens to determine key groups for each market, in order to strengthen Victoria’s position as a tourist destination.
The Research team within the Tourism and Events Strategy and Reform area of the Department of Department of Jobs, Skills, Industry and Regions (DJSIR), publishes domestic and international visitation statistics, as well as tourism forecasts for Victoria. Please visit their website to further explore the latest tourism data.
Research, Tourism and Events Strategy and Reform, DJSIR Website
Tourism Australia is the Federal Government agency that promotes Australia as a travel destination to international markets. Tourism Australia report on tourism performance statistics at Australia national level, and have a range of consumer research outputs on their website to inform marketing activity.
Insights, Tourism Australia Website
Tourism Research Australia (TRA) under Austrade conducts research to provide independent and reliable data on the Australian tourism industry. Their key publications are the DoTS and the IVS, which are the official data sources of tourism activities to and within Australia.