Victoria has recorded its biggest ever tourism spend, surpassing pre-COVID levels.
An estimated $39.7 billion has been spent in Victoria by visitors in the 12 months to September as a result of increased tourism visitation.
China remains Victoria’s biggest international market, while India is the second biggest market.
The city is also the top capital in Australia for interstate travellers, with close to four million people making the trip.
“Melbourne in particular is Australia’s best city for visitors (with) the combination of food (and) culture,” Visit Victoria CEO Brendan McClements said.
“Sport (and) nature at your doorstep if you look outside of Melbourne into regional Victoria.”
Major events were a big draw card including the Australian Open, F1 Grand Prix and Melbourne Cup.
The influx has had positive effects for small businesses such as Fiona Sweetman’s Hidden Secret Tours.
“We are excited people are coming even thought the cost of travel is high,” Sweetman said.
Tourism leaders have encouraged residents to get out and explore their own backyard.
“It’s an amazing state we live in and there’s all parts of the state that people can discover over the next few weeks,” McClements said.
