Visitor Distribution Across Victoria: Domestic vs. International Trends

 Victoria’s visitor economy continues to evolve, shaped by shifting travel patterns and economic influences. Understanding the distribution of visitors—both international and domestic—provides valuable insights for tourism operators, policymakers, and businesses looking to engage with key markets.


Domestic vs. International Visitors: The Numbers

Recent data from Tourism Research Australia highlights the dominance of domestic tourism in

Tidal River, Wilsons Prom, Victoria, Australia

Victoria’s visitor economy. In the year ending December 2024, Victoria welcomed:

Meanwhile, international tourism is steadily recovering post-pandemic. In the year ending December 2024, international visitor trends showed:

Regional Insights: Where Are Visitors Going?

Victoria’s tourism regions each play a unique role in attracting visitors. Melbourne remains the primary gateway for international tourists, while regional areas see strong domestic travel activity. Key trends include:

What This Means for Victoria’s Visitor Economy

The data underscores the importance of domestic tourism as the backbone of Victoria’s visitor economy, while international travel continues its recovery. Tourism operators should focus on:

  • Enhancing domestic experiences to maintain strong engagement with local travelers.

  • Targeting international markets strategically, ensuring Victoria remains a top destination as global travel rebounds.

  • Leveraging regional strengths, promoting unique attractions beyond Melbourne to encourage broader visitor distribution.

Victoria’s tourism sector is resilient, and with strategic planning, the state can continue to thrive as a premier destination for both domestic and international travelers.

Location: Melbourne VIC, Australia

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