Visitor Economy Insights

Behind every unforgettable visit to Victoria is a diverse network of operators—tour guides, accommodation providers, artisans, attractions, and experience creators—who bring the destination to life. But their success doesn’t happen in isolation. Victoria’s tourism industry structure is designed to support and elevate these operators through alignment, capacity building, and opportunity sharing. A Structure Built to Support At the state level , Visit Victoria acts as the megaphone for the sector, creating demand through international marketing, major events, and high-impact brand campaigns. Tourism operators benefit directly when these efforts translate into increased visitation and interest in their offerings. Regional Champions Regional Tourism Boards / Visitor Economy Partnerships (RTBs / VEPs) —like Grampians Wimmera Mallee Tourism or Tourism Midwest Victoria —are essential conduits between high-level strategy and on-the-ground outcomes. They: Co-create regional destination manage...

 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 Victoria’s visitor economy. In the year ending December 2024 , Victoria welcomed: 29.1 million domestic overnight visitors , marking a 2% year-on-year increase . 80.8 million domestic nights , though slightly down by 3% . $22.8 billion in domestic overnight spend , maintaining stability compared to the previous year. Meanwhile, international tourism is steadily recovering post-pandemic. In the year ending December 2024 , international visitor trends showed: International overnight visitors reached 53% of pre-pandemic levels . International overnigh...

Victoria, Australia, has long been a dream destination for travelers seeking stunning landscapes, cultural richness, and unforgettable experiences. While iconic attractions like the Great Ocean Road and Phillip Island Penguin Parade remain essential stops, travel trends have evolved since COVID, leading to new bucket-list favorites. From adventure tourism to wellness escapes, here’s your updated guide to Victoria’s must-visit destinations. Classic Icons That Never Fade The Great Ocean Road & The Twelve Apostles This breathtaking coastal drive remains one of Australia’s most spectacular journeys. The towering limestone stacks of The Twelve Apostles are a sight to behold, especially at sunrise or sunset. Post-COVID, travelers have been seeking quieter coastal retreats along the route, exploring hidden gems like Loch Ard Gorge and Apollo Bay . Phillip Island’s Famous Penguin Parade Victoria’s beloved Penguin Parade is back in full swing, offering visitors the chance to watch ador...

The COVID-19 pandemic brought the global tourism industry to a screeching halt. Borders closed, flights were grounded, and once-bustling destinations fell silent. But in the years since, tourism has not only rebounded—it’s evolved. The Collapse and the Pivot In 2020, international tourist arrivals dropped by a staggering 74%, wiping out over a billion trips and triggering a $2 trillion economic hit . Travel companies, airlines, and hospitality businesses faced mass layoffs and closures. But amid the chaos, a new trend quietly emerged: domestic tourism . With international travel off the table, people began exploring their own backyards. In Australia, for example, domestic tourism spending bounced back quickly and even surpassed pre-pandemic levels . Local getaways, road trips, and nature-based travel surged in popularity, giving regional economies a much-needed boost. The Rise of the Cautious Traveler Health and safety became top priorities. Travelers now expect flexible booking polici...

Why I’m Starting This Blog—And Why Victoria’s Visitor Economy Needs It If you work in tourism, hospitality, local government, or any corner of the visitor economy here in Victoria, this blog was made with you in mind. From Gippsland to the Grampians, the High Country to the Great Ocean Road, our state is bursting with stories, opportunities, and character. But let’s face it—the landscape is shifting. Why This Space Exists  I’ve spent years collaborating with local councils, regional tourism boards, businesses, and community leaders across Victoria. Through that journey, one thing’s become clear: we need more spaces for grounded conversations and forward-thinking ideas. This blog will be a place where strategy meets storytelling—where we break down what’s working from around the world (and what’s not), explore what’s next, and learn from each other’s wins and missteps. What You’ll Find Here  Expect insights on destination planning, visitor servicing, placemaking, digital capabi...