Victoria’s Visitor Economy Set To Soar To $57.2 Billion By 2030

Victoria’s visitor economy is on track for remarkable growth, with new data from Tourism Research Australia (TRA) forecasting total spending to reach $57.2 billion by 2030. This represents a 22.2 per cent increase from 2025 and is expected to outpace the state’s GDP, inflation, and population growth, signalling strong optimism for Victoria’s tourism sector.

The findings underline the resilience and long-term potential of Victoria’s visitor economy, demonstrating both the domestic and international markets’ capacity to support sustained growth over the next decade. With strategic destination marketing and a packed calendar of blockbuster events, the State is positioning itself to attract an ever-increasing number of visitors.

Visitor Numbers on the Rise

TRA’s data projects that total visitor numbers within Victoria will reach 133.1 million by 2030, reflecting an 11.3 per cent increase from 2025 levels. The domestic overnight visitor market is also expected to grow steadily, at 1.7 per cent annually, reaching 34.1 million overnight stays by 2030.

International arrivals are forecast to return to pre-pandemic 2019 levels by 2027, marking a significant recovery for the State’s global tourism appeal. China remains Victoria’s top international market, while India continues to emerge as a high-growth market, expected to expand by 30 per cent by 2030.

All of Victoria’s top 15 international markets are forecasted to grow through to 2030. Notably, Asian markets are expected to see higher growth rates compared to more mature Western markets, reflecting shifting global tourism trends and increased demand from the Asia-Pacific region.

Major Events Fueling Tourism Growth

Victoria’s thriving events calendar and destination marketing initiatives are central to supporting this growth. 2026 is shaping up to be a landmark year, beginning with the Australian Open 2026, which offers a global platform to showcase Victoria’s vibrancy and diversity. Melbourne and Victoria will be prominently featured within the Melbourne Park precinct, with the State’s ‘Every bit different’ campaign integrated across the event. Highlights include iconic Melbourne trams and the famous penguins, bringing unique Victorian experiences to an international audience.

Other key events contributing to Victoria’s tourism momentum include:

• The Cadel Evans Great Ocean Road Race draws cycling enthusiasts from across the country and abroad.
• The Asia Pacific Incentives & Meetings Event (AIME) 2026 is a major trade event strengthening Victoria’s position in business tourism.
• The first regular NFL season game in Australia, set to take place at the Melbourne Cricket Ground (MCG), is a global sports spectacle attracting both international and domestic visitors.
• The Australian Open Golf at Kingston Heath showcases one of Victoria’s premier golfing destinations to the world.

These events not only generate immediate visitor spending but also raise Victoria’s profile internationally, enhancing its reputation as a diverse and attractive destination for tourism, events, and business.

Strategic Marketing and Industry Collaboration

Visit Victoria continues to play a central role in driving tourism growth. Through collaborative partnerships with industry stakeholders, the organisation is focused on creating and converting demand for Victoria’s extraordinary visitor experiences.

Initiatives include targeted campaigns, capability-building programs, and training opportunities aimed at equipping local tourism operators with the tools to meet growing visitor expectations. By aligning destination marketing with high-profile events and leveraging digital platforms, Victoria is well-positioned to convert interest into bookings, further strengthening the visitor economy.

Looking Ahead

The combination of strong domestic growth, the return of international arrivals, and strategic marketing initiatives sets the stage for a prosperous future for Victoria’s tourism sector. By 2030, the projected $57.2 billion visitor economy will not only support local businesses and employment but also contribute to Victoria’s broader economic resilience.

With continued investment in infrastructure, events, and marketing campaigns, Victoria is set to remain a premier destination and accommodation provider for both leisure and business travellers. The State’s diverse offerings—from natural attractions like the Great Ocean Road to cultural experiences, sporting events, and world-class dining—ensure that visitors return year after year.

As Victoria approaches 2030, the forecasted growth highlights the importance of ongoing collaboration between government, industry, and tourism bodies to ensure that the State can maximise opportunities, enhance visitor experiences, and maintain its competitive edge on the global stage.