tourism industry in melbourne australia

• Register/Login
• OQU Register/Login
• News & Events

Tourism, events and visitor economy

Victoria’s visitor economy is worth A$21.7 billion to the state and generates over 210,000 jobs.

Victoria is Australia’s leader in the visitor economy, thanks to its world-class events, food and wine scene, and stunning tourist destinations – from pristine beaches to striking landscapes and unique animal encounters.

Our state is Australia’s second most visited destination, and one of the fastest growing in Australia – particularly for Asian tourists.

Visitors from China drive much of our international visitor and expenditure growth, accounting for more than 33% of international overnight visitor expenditure in Victoria.

Melbourne – for style, culture and creativity

Ask Australians why they’d visit Melbourne, and they’re likely to tell you it is Australia’s most sophisticated, stylish, and cosmopolitan city.

This is because of our renowned arts and sports precincts, cosmopolitan laneways filled with shops, bars and cafes, and world-class fashion destinations.

Regional Victoria – for food, wine and unique experiences

Regional Victoria has a strong reputation as a destination for diverse natural attractions, spa and wellness, food and wine, touring and cycling, and golf. Regional Victoria is home to world-class attractions including the Twelve Apostles on the Great Ocean Road and the Phillip Island Penguin Parade.

Australia’s sporting events capital

Melbourne hosts some of the world’s premium  sporting events – from the Australian Open Tennis, the Australian FORMULA  1™ Grand Prix, the  and many more.

Thousands of loyal and passionate fans join visitors from around the world at events each week – from local football matches to international soccer matches   Victoria was awarded the Sport Business Ultimate Sport City of the Decade in 2016.

Growing opportunities

The experience economy is Victoria’s second busiest export sector after international education. Our rich regional landscapes have considerable investment potential to develop new visitor experiences.

Victoria is now working to further boost its tourism and experience economy. The Victorian Government strongly supports investors to develop new services and new infrastructure to provide ever-increasing quality experiences for new and returning visitors.

Useful websites

Business and investment.

• Business and investment visas
• Victoria's visitor economy

Industry associations

• Visit Victoria
• Victoria Tourism Industry Council
• Australian Hotels Association
• Bus Association Victoria Incorporated
• Caravan Industry Association Victoria
• Victorian Caravan Parks Association
• Professional Tour Guides Association of Australia
• Business Events Victoria

此页面没有中文版本。选择您的下一步。

停留在此网站查看其他内容

This page is not available in Chinese. Choose what you’d like to do next.

Stay on this site to view other content

Continue to read this page in English

Tourism in Melbourne

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Tourism in Melbourne is big business! But why is this industry so important and how is it best managed? Read on to find out…

Geography of Melbourne

Tourism industry in melbourne, statistics about tourism in melbourne, most popular tourist attractions in melbourne, types of tourism in melbourne, impacts of tourism in melbourne , faqs about tourism in melbourne, to conclude: tourism in melbourne.

Melbourne, Australia’s cosmopolitan hub in the state of Victoria, is renowned for its cultural richness and urban vibrancy. In the context of the tourism industry, Melbourne plays a pivotal role, ushering in both vast opportunities and contemporary challenges. This article aims to dissect the intricacies of Melbourne’s tourism framework, highlighting its economic impact, evolving trends, and the enduring importance of sustainable practices.

Melbourne is the capital city of the state of Victoria in Australia and is located on the southeastern coast of the continent. It is situated on the large natural bay known as Port Phillip and extends along the Yarra River towards the inland areas.

The city of Melbourne covers an area of approximately 9,990 square kilometers (3,858 square miles) and is known for its diverse and varied geography . The surrounding landscape is characterized by a mix of coastal areas, flat plains, and hilly regions.

The coastal areas of Melbourne feature beautiful beaches and include popular destinations such as St Kilda, Brighton, and Port Melbourne. Port Phillip Bay, the large bay on which Melbourne sits, offers opportunities for water-based activities and is an important port for shipping and recreational boating. 

Moving inland from the coast, the terrain gradually becomes flatter with large expanses of fertile agricultural land. The region is known for its dairy farming, vineyards, and fruit orchards. The Yarra River flows through the heart of Melbourne, dividing the city into the northern and southern banks. The river and its surrounding parklands are popular recreational areas and provide a picturesque backdrop to the city.

To the east of Melbourne, the terrain becomes more hilly and mountainous as it approaches the Dandenong Ranges and the Yarra Valley. These areas are known for their natural beauty, lush forests, and vineyards, offering opportunities for outdoor activities and wine tourism.

Overall, Melbourne’s geography is diverse, with a combination of coastal landscapes, flat plains, and hilly regions. This variety contributes to the city’s appeal and provides a range of recreational activities and natural attractions for residents and visitors alike.

The tourism industry plays a crucial role in the economic development of cities worldwide. As one of Australia’s most vibrant and culturally diverse metropolises, Melbourne has emerged as a premier tourist destination, attracting millions of visitors each year. This article provides an academic overview of the tourism industry in Melbourne, focusing on its key features, attractions, infrastructure, and economic significance.

Melbourne boasts a rich cultural and historical heritage that captivates the imagination of tourists. The city is renowned for its Victorian-era architecture, which is beautifully showcased in landmarks such as the Royal Exhibition Building and Flinders Street Station. Melbourne’s indigenous cultural sites, including the Bunjilaka Aboriginal Cultural Centre, offer visitors a unique opportunity to engage with Australia’s First Nations history and traditions. 

The city of Melbourne offers a plethora of iconic landmarks and attractions that cater to a wide range of visitor interests. The Federation Square, with its modern architecture and vibrant cultural events, serves as a hub for art, music, and entertainment. The Melbourne Cricket Ground (MCG), often dubbed the “spiritual home of Australian sport,” holds immense significance for sports enthusiasts. Additionally, the National Gallery of Victoria (NGV), the Melbourne Museum, and the famous Queen Victoria Market are among the city’s popular tourist destinations.

Melbourne is widely acclaimed as a culinary paradise, with its diverse food scene attracting both local and international visitors. The city boasts an impressive array of restaurants, cafes, and food markets, offering a wide range of cuisines from around the world. The renowned Lygon Street in Carlton, commonly referred to as “Little Italy,” is famous for its authentic Italian cuisine. Additionally, Melbourne’s multicultural neighborhoods, such as Footscray and Richmond, provide an opportunity to savor the flavors of various ethnic cuisines.

Melbourne’s thriving arts and culture scene contribute significantly to its appeal as a tourist destination. The city hosts numerous festivals throughout the year, such as the Melbourne International Comedy Festival, Melbourne Fringe Festival, and the Melbourne International Film Festival, attracting artists and visitors from all corners of the globe. Street art enthusiasts are drawn to the vibrant laneways adorned with captivating murals and graffiti, particularly in the famous Hosier Lane.

Melbourne boasts a robust tourism infrastructure that facilitates easy access for visitors. The city’s international airport serves as a major gateway, connecting Melbourne to various domestic and international destinations. The public transportation system, including trains, trams, and buses, provides efficient connectivity within the city and its outskirts. Additionally, a wide range of accommodation options, ranging from luxury hotels to budget-friendly hostels, caters to the diverse needs of tourists.

The tourism industry in Melbourne plays a vital role in the city’s economic growth. The influx of tourists stimulates various sectors, including hospitality, retail, transportation, and entertainment, creating employment opportunities and generating revenue. The vibrant tourism industry also contributes to the overall development and promotion of Melbourne as a global city, attracting foreign investment and fostering cultural exchange.

Melbourne’s tourism industry stands as a testament to the city’s vibrant cultural heritage, diverse attractions, and efficient infrastructure. With its blend of historical landmarks, artistic vibrancy, culinary delights, and economic significance, Melbourne continues to captivate tourists from around the world. The sustained growth and promotion of the tourism industry in Melbourne serve as a testament to the city’s commitment to offering visitors an unforgettable and enriching experience.

Now lets take a look at some of the key statistics that help us better understand the scale of tourism in Melbourne:

• Visitor Arrivals: Melbourne received over 10 million international and domestic visitors in 2019, making it one of the most visited cities in Australia.
• Tourism Revenue: In 2019, tourism generated approximately AUD $9 billion in revenue for Melbourne’s economy.
• Employment: The tourism industry in Melbourne supports a significant number of jobs. In 2019, it employed over 230,000 people, directly and indirectly.
• International Visitors: Melbourne is a popular destination for international tourists. In 2019, it welcomed around 3.2 million international visitors, with the majority coming from China, New Zealand, and the United Kingdom.
• Domestic Visitors: Domestic tourism also plays a crucial role in Melbourne’s tourism industry. In 2019, there were over 6.8 million domestic overnight visitors to the city.
• Accommodation: Melbourne offers a diverse range of accommodation options. As of 2019, there were approximately 46,000 hotel rooms available in the city, catering to the needs of various types of travelers.
• Attractions: Melbourne boasts several iconic attractions that draw tourists. Some of the popular ones include Federation Square, Queen Victoria Market, Melbourne Cricket Ground (MCG), Royal Botanic Gardens, and the National Gallery of Victoria.
• Events and Festivals: The city is renowned for its vibrant events and festivals. Melbourne hosts numerous cultural, sports, and arts events throughout the year, such as the Australian Open, Melbourne International Comedy Festival, and Melbourne Fashion Week.
• Food and Wine: Melbourne has a thriving culinary scene and is often referred to as the food capital of Australia. The city is known for its diverse range of restaurants, cafes, and bars, offering cuisines from around the world.
• Sports Tourism: Melbourne is considered the sporting capital of Australia. The city hosts major sporting events like the Australian Grand Prix, the Melbourne Cup (horse racing), and Australian Rules Football matches, attracting sports enthusiasts from both Australia and overseas.

Melbourne, the capital city of the state of Victoria in Australia, is renowned for its vibrant culture, stunning architecture, and diverse range of tourist attractions. As a popular destination for both domestic and international travelers, Melbourne offers a plethora of captivating sites that showcase its rich history, artistic endeavors, and natural beauty. This academic discussion will provide an overview of some of Melbourne’s most popular tourist attractions, highlighting their significance and appeal.

•  Federation Square: Federation Square stands as an iconic symbol of Melbourne’s modern urban landscape and cultural vibrancy. Designed by renowned architects Lab Architecture Studio and Bates Smart, this architectural marvel was established in 2002 to commemorate the centenary of the Australian federation. Located at the heart of the city, Federation Square serves as a multifunctional space for public gatherings, art exhibitions, live performances, and cultural events. Its distinctive architectural design, incorporating bold angles and innovative use of materials, has garnered international acclaim, making it a must-visit attraction for tourists seeking a contemporary cultural experience.
• Royal Botanic Gardens: Nestled on the southern bank of the Yarra River, the Royal Botanic Gardens of Melbourne provides a tranquil oasis in the bustling city center. Established in 1846, these gardens encompass 38 hectares of diverse plant collections, including rare and exotic species from around the world. As one of the finest examples of Victorian-era landscaping, the gardens feature meticulously manicured lawns, ornamental lakes, and themed gardens such as the Australian Rainforest Walk and the Herb Garden. Visitors can immerse themselves in the serenity of the surroundings, explore the rich botanical heritage, and appreciate the well-preserved Victorian-era architecture, making the Royal Botanic Gardens a perennial favorite among tourists.
• National Gallery of Victoria (NGV): The National Gallery of Victoria, established in 1861, stands as the oldest and largest public art museum in Australia. Located in the Southbank precinct, this cultural institution houses an extensive collection of artworks spanning various periods, styles, and mediums. The NGV’s permanent collection showcases international masterpieces alongside significant Australian artworks, providing a comprehensive overview of art history. Additionally, the museum hosts various temporary exhibitions, offering visitors a chance to engage with contemporary art and emerging artists. With its rich art collection and commitment to fostering cultural appreciation, the NGV remains a prominent attraction for art enthusiasts and tourists alike.
• Queen Victoria Market: Steeped in history and bustling with energy, the Queen Victoria Market is an iconic destination for those seeking an authentic Melbourne experience. Established in the 19th century, this sprawling marketplace spans several city blocks and offers an extensive range of fresh produce, gourmet delights, clothing, souvenirs, and much more. Visitors can immerse themselves in the vibrant atmosphere, engage with local vendors, and sample a diverse array of culinary delights, reflecting Melbourne’s multicultural fabric. Beyond the shopping experience, the market serves as a cultural hub, hosting events, live performances, and food festivals throughout the year, further enhancing its appeal to both locals and tourists.

Melbourne’s popularity as a tourist destination stems from its rich tapestry of cultural attractions, architectural marvels, and natural beauty. The discussed attractions, including Federation Square, the Royal Botanic Gardens, the National Gallery of Victoria, and the Queen Victoria Market, represent a mere fraction of the diverse array of experiences available in this captivating city. By offering visitors a chance to engage with contemporary art, immerse themselves in nature, explore architectural wonders, and savor the vibrant local culture, Melbourne cements its position as a must-visit city for those seeking a multifaceted and enriching travel experience.

Melbourne, the capital city of Victoria, Australia, has gained prominence as a premier tourist destination renowned for its vibrant cultural scene, diverse culinary landscape, and world-class sporting events. This paper investigates the most popular types of tourism that attract visitors to Melbourne, highlighting the city’s unique offerings and discussing their significance in the overall tourism landscape.

Cultural tourism forms a cornerstone of Melbourne’s appeal, drawing visitors who seek immersive experiences in art, history, and heritage. The city boasts an array of cultural institutions, including museums, art galleries, theaters, and iconic landmarks such as Federation Square and the Royal Exhibition Building. Melbourne’s vibrant street art scene, showcased in renowned laneways like Hosier Lane, adds an urban artistic charm that captivates tourists.

Melbourne’s reputation as a culinary hub contributes significantly to its popularity among tourists. The city is renowned for its diverse food and beverage offerings, ranging from international cuisines to innovative fusion dishes. The famed Queen Victoria Market, acclaimed restaurants in Lygon Street, and the trendy café culture of Fitzroy and Collingwood attract food enthusiasts who seek authentic gastronomic experiences.

Melbourne’s strong association with sports is a major draw for sports enthusiasts and fans alike. The city hosts internationally renowned sporting events such as the Australian Open (tennis), the Melbourne Cup (horse racing), and the Australian Grand Prix (Formula 1). These events, coupled with state-of-the-art sports facilities like the Melbourne Cricket Ground (MCG), position Melbourne as a premier destination for sports tourism.

Melbourne’s proximity to diverse natural landscapes makes it an attractive destination for nature and wildlife enthusiasts. The Great Ocean Road, a scenic coastal drive, offers breathtaking views of rugged cliffs and pristine beaches. Nearby national parks, including the Dandenong Ranges and Yarra Valley, provide opportunities for bushwalking, wildlife encounters, and wine tasting experiences, all within a short distance from the city center.

Melbourne’s vibrant events and festivals calendar plays a crucial role in attracting tourists. Major events such as the Melbourne International Comedy Festival, the Melbourne International Film Festival, and the White Night Melbourne draw significant crowds each year. These events showcase the city’s cultural dynamism and provide unique experiences that resonate with a wide range of visitors.

Melbourne’s popularity as a tourist destination stems from its rich cultural heritage, culinary diversity, vibrant sports scene, and proximity to natural wonders. The city’s ability to cater to a wide range of interests and preferences has contributed to its appeal among domestic and international tourists. By capitalizing on its distinctive attractions, Melbourne continues to evolve as a premier tourism hotspot, offering a multifaceted experience that leaves a lasting impression on visitors from around the globe.

Tourism in Melbourne plays a pivotal role in the economic development of the city. However, it is crucial to recognize that the growth of tourism in Melbourne brings with it a range of social, environmental, and economic implications. This paper seeks to assess the impacts of tourism on Melbourne from a multidimensional perspective, enabling a comprehensive evaluation of its advantages and drawbacks.

Social Impacts of tourism in Melbourne: 

Positive Social Impacts: 

a) Cultural Exchange: Tourism in Melbourne fosters cultural exchange between visitors and the local community, leading to a broader understanding and appreciation of diverse cultures.

 b) Community Development: Tourism in Melbourne stimulates the development of local communities by creating employment opportunities and supporting small businesses, thereby enhancing livelihoods.

Negative Social Impacts: 

a) Overcrowding: High tourist volumes can lead to overcrowding in popular areas, resulting in congestion, increased noise levels, and a diminished quality of life for residents. 

b) Loss of Authenticity: Rapid tourism growth can potentially dilute the authenticity of local cultures and traditions, as destinations adapt to cater to tourist preferences.

• Environmental Impacts of tourism in Melbourne: 

Positive Environmental Impacts:

 a) Conservation Awareness: Tourism in Melbourne can raise awareness about the importance of environmental conservation, encouraging visitors and locals alike to adopt sustainable practices. 

b) Preservation of Natural Resources: Income generated from tourism in Melbourne can contribute to the preservation and maintenance of natural resources, such as parks and wildlife habitats.

Negative Environmental Impacts:

 a) Ecological Footprint: High tourist influx can strain local ecosystems, leading to increased pollution, waste generation, and resource depletion. 

b) Habitat Disruption: Unsustainable tourism practices, if left unchecked, can disrupt fragile ecosystems and threaten biodiversity.

• Economic Impacts of tourism in Melbourne:

Positive Economic Impacts: 

a) Job Creation: Tourism in Melbourne serves as a major source of employment, creating jobs across various sectors such as hospitality, transportation, and retail. 

b) Economic Growth: Tourism in Melbourne contributes to the local economy through visitor spending, generating revenue that can be reinvested into infrastructure development and public services.

Negative Economic Impacts:

 a) Seasonality and Dependency: Tourism in Melbourne can be subject to seasonal fluctuations, leading to economic instability for businesses reliant on the industry. 

b) Leakage: Leakage occurs when a significant portion of tourism revenue leaves the local economy due to the dominance of multinational corporations or leakage into imported goods and services.

The impacts of tourism in Melbourne are multifaceted, encompassing social, environmental, and economic dimensions. While tourism brings numerous benefits, such as cultural exchange, economic growth, and conservation awareness, it also poses challenges such as overcrowding, environmental degradation, and economic volatility.

To optimize the benefits and mitigate the negative impacts of tourism in Melbourne, sustainable tourism management practices should be implemented. These may include limiting tourist numbers, promoting responsible behavior, investing in infrastructure, and supporting local businesses. By adopting a holistic and sustainable approach, Melbourne can continue to harness the positive impacts of tourism while preserving its social, environmental, and economic integrity.

Now that we know a bit more about tourism in Melbourne, lets answer some of the most common questions on this topic:

Q: What is the best time of the year to visit Melbourne?

A: The best time to visit Melbourne is during the months of March to May and September to November when the weather is pleasant and there are numerous festivals and events taking place.

Q: How do I get around Melbourne using public transportation?

A: Melbourne has an extensive public transportation system including trams, trains, and buses. The myki card is used for all public transportation and can be purchased and topped up at stations, convenience stores, and online.

Q: What are some must-visit attractions in Melbourne?

A: Some popular attractions in Melbourne include Federation Square, Queen Victoria Market, Royal Botanic Gardens, National Gallery of Victoria, and the Melbourne Cricket Ground (MCG).

Q: Are there any day trips or excursions I can take from Melbourne?

A: Yes, there are several day trips you can take from Melbourne. Some popular options include visiting the Great Ocean Road, Phillip Island to see the Penguin Parade, Yarra Valley for wine tasting, and the Mornington Peninsula.

Q: Where can I find the best shopping opportunities in Melbourne?

A: Melbourne is known for its diverse shopping scene. Some popular shopping destinations include Bourke Street Mall, Chapel Street, Melbourne Central, Emporium Melbourne, and Collins Street.

Q: What are the options for accommodations in Melbourne?

A: Melbourne offers a wide range of accommodations to suit different budgets and preferences. You can find luxury hotels, boutique guesthouses, budget hostels, serviced apartments, and vacation rentals throughout the city.

Q: Are there any specific dining experiences I shouldn’t miss in Melbourne?

A: Melbourne is renowned for its vibrant food scene. Don’t miss exploring the laneways and arcades for hidden cafes and restaurants. You can also try the famous Queen Victoria Market for fresh produce and local food stalls.

Q: Is it necessary to tip in Melbourne?

A: Tipping is not generally expected in Melbourne, as service charges are usually included in the bill. However, it is appreciated if you wish to leave a small tip for exceptional service.

Q: What are some cultural events or festivals that take place in Melbourne? A: Melbourne hosts a variety of cultural events and festivals throughout the year. Some notable ones include the Melbourne International Comedy Festival, Melbourne Food and Wine Festival, Melbourne Fashion Festival, and the Moomba Festival.

Q: Are there any safety concerns for tourists in Melbourne? A: Melbourne is generally a safe city for tourists. However, it is advisable to take common precautions such as being aware of your surroundings, keeping an eye on your belongings, and using reliable transportation options at night.

Melbourne, a dynamic mosaic of culture, arts, and innovation, stands as Australia’s pulsating urban heart. As the city unfolds its future chapters in tourism in Melbourne, the integration of heritage preservation with modern evolution becomes central. Through this symbiosis, Melbourne is primed to sustain its allure as a global city of choice.

If you enjoyed this article about tourism in Melbourne, I am sure you will love these too:

• 55 must-see Australia landmarks + fascinating facts!
• Tourism in Nauru
• 12 Fascinating Facts About The Desert Mouse
• 28 Fun Facts About Cows
• What is the largest biome in the world and why?

Liked this article? Click to share!

Victoria's Roaring Visitor Economy Reaches Record High

The Allan Labor Government is making sure Victoria’s world-class tourism industry continues to thrive, with strong investment in the state’s visitor economy and blockbuster major events generating a new record high of $37.8 billion in tourism spending in Victoria in 2023.

Minister for Tourism, Sport and Major Events Steve Dimopoulos today announced the record results published by the National and International Visitor Survey , with expenditure $5.4 billion higher in the year ending December 2023 compared to 2019 levels in a boost for local jobs and businesses across the state.

Melbourne’s status as the city of choice for Victorians has been cemented – taking the crown as the nation’s top overnight interstate leisure destination on visitation, nights and spend. In 2023, 3.9 million visitors spent $5 billion in Melbourne, with our jam-packed calendar of major events drawing visitors from far and wide to the hearts of the city.

Last year’s epic line-up included musicals & Juliet, Moulin Rouge! The Musical and Harry Potter and the Cursed Child alongside blockbuster sporting events likw the FIFA Women’s World Cup, NHL Global Series Melbourne , Australian Open, Bledisloe Cup, and Ed Sheeran at the MCG.

Victoria’s domestic tourism market continues to go from strength to strength, with total domestic expenditure in Melbourne 27 per cent higher compared to the year ending 2019 and 39 per cent higher in regional Victoria.

More visitors are flocking to our vibrant tourism regions, with total domestic expenditure increasing in Geelong and the Bellarine by 72 per cent compared to 2019 levels while Philip Island experienced an increase of 59 per cent and High Country boosted by a 52 per cent increase.

Victoria’s status on the world stage as the nation’s major events capital and food bowl of Australia has captured the hearts of international visitors, with global travellers generating $6.4 billion in tourism expenditure last year.

This year’s major events calendar is no different, with visitors from interstate and overseas flocking to Melbourne to enjoy the 2024 Australian Open, the Matildas Olympic Qualifier, the NGV Triennial, Melbourne Food and Wine Festival, Groundhog Day the Musical , Melbourne Fashion Festival and the Formula 1 ® Australian Grand Prix.

The record-breaking Australian Open was the perfect launching pad for the state's new global tourism marketing campaign, Every bit different , which continues to showcase Victoria’s diversity, passion and creativity to local, national and global audiences.

Quotes attributable to Minister for Tourism, Sport and Major Events Steve Dimopoulos

“This record tourism spend is proof that visitors come from across the globe to see our blockbuster events, experiences and destinations.”

“From culture to sport and music, we’re investing in the tourism industry so it can continue to grow and thrive, supporting thousands of jobs and businesses across the state.”

Quote attributable to Visit Victoria CEO Brendan McClements

“It's fantastic to see Victoria's visitor and events sectors thriving with these record results and there’s still an incredible opportunity for growth to drive that number even higher.”

Reviewed 27 March 2024

Share this page

• Twitter , opens a new window
• Facebook , opens a new window
• LinkedIn , opens a new window

We have detected that you are using a browser that is no longer supported , and recommend you upgrade your browser or get a better browser . This site has been developed inline with current standards and best practice, therefore we cannot guarantee you will not experience issues with some functions.

• Our Partners
• Partner Offers
• Partnership Opportunities
• Member Directory
• Life Members
• Advocacy & Policy
• Sector Roundtables & Taskforces
• Publications and Submissions
• Upcoming Events
• Choose Tourism Careers Expo '24
• Victorian Visitor Services Summit
• Victorian Tourism Awards Gala Ceremony
• VTIC Vision Summit
• Business Events Victoria
• Suppliers Guide
• Support Hub
• Visitor Servicing
• TAC Pause Stop
• Wellbeing Support Services
• Sustainable Tourism
• Accessible Tourism
• Tourism Emissions Reduction
• QTB Program
• About the Awards
• Resources & Support
• State Winners
• Choose Tourism
• 2023 Finalists
• Melbourne Tourism Leadership Program
• Lynette Bergin Tourism Award
• Student Entrepreneurial Award
• Tools & Templates
• Member Offers

The voice of the visitor economy

Victoria Tourism Industry Council is Victoria’s peak tourism industry body and is the leading advocate for Victoria’s tourism and events industry. We represent over 1,000 businesses, providing opportunities for members to connect and keep informed on the latest research, policy development and impacts that shape the Victorian visitor economy.

VTIC is supporting Victoria’s tourism, events and hospitality businesses to thrive. Learn how we can support you.

Latest news.

From the CEO

24 April 2024

It’s been a busy but rewarding couple of weeks in the world of VTIC with our 2024 Vision Summit on Tuesday last week and, last night, we held a regional Spotlight on a Member event at Pt. Leo Estate on the beautiful Mornington Peninsula.

Victoria must go full throttle in driving demand to shift from third on the national ladder

02 April 2024

Latest National and International Visitor Survey data to year-ending December 2023 released last week showed total tourism spend in Victoria has hit a record $37.8 billion, 117% of total spend by visitors at the same time in 2019 ($32.5 billion).

28 March 2024

VTIC recently launched our Choose Tourism Careers Expo. This event will be our opportunity to tell the broader story of what a career in our industry looks like.

Coming Events

VTIC Insight Series: Preparing for the Proposed Psychological Health Regulations in Victoria

30 April 2024

A webinar on the impacts of the Proposed Psychological Health Regulations for the Victorian Tourism Industry.

Quality Tourism Business Program Workshop 2 -Becoming a Quality Tourism Business

02 May 2024

The VTIC Quality Tourism Business Program will elevate your tourism business with comprehensive, cutting-edge training modules.

Quality Tourism Business Program Workshop 3 -Quality Tourism Marketing

09 May 2024

We offer business support, tools and resources to guide members with planning and decision making.

Wellbeing Support

Industry news, quality tourism program, industry support hub, tools & templates, vtic partners.

Travel, Tourism & Hospitality

Travel and tourism industry in Australia - statistics & facts

Inbound tourism: the road to recovery, outbound tourism: top destinations and interests, domestic tourism: exploring their own backyard, key insights.

Detailed statistics

Number of international visitors to Australia FY 2023, by country of residence

Number of outbound tourists from Australia FY 2023, by destination

Direct tourism GDP growth rate Australia FY 2006-2023

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Number of visitors at Sydney Airport Australia Feb 2019-Dec 2023, by passenger type

Breakdown of hotels Sydney Australia 2023, by category

Number of domestic visitors Sydney, Australia FY 2014-2023, by type of trip

Related topics

Tourism in anz.

• Domestic tourism in Australia
• Travel accommodation in Australia
• Camping and caravanning in Australia
• Travel and tourism in New Zealand
• Hotel industry recovery post COVID-19 in New Zealand
• Tourism worldwide
• Sustainable tourism worldwide
• Luxury travel and tourism worldwide
• Hotel industry worldwide
• Cruise industry worldwide

Recommended statistics

• Premium Statistic Share of the GDP of the tourism sector in Australia 2013-2028
• Basic Statistic Direct tourism GDP Australia FY 2006-2023
• Basic Statistic Direct tourism GDP growth rate Australia FY 2006-2023
• Basic Statistic Tourism contribution Australia FY 2023, by industry
• Premium Statistic Tourism contribution Australia FY 2023, by state
• Premium Statistic Number of tourism businesses Australia 2023, by type
• Premium Statistic Tourism sector employment Australia FY 2023, by state and type

Share of the GDP of the tourism sector in Australia 2013-2028

Share of the GDP of the tourism sector in Australia from 2013 to 2028

Direct tourism GDP Australia FY 2006-2023

Direct tourism gross domestic product (GDP) in Australia from financial year 2006 to 2023 (in billion Australian dollars)

Growth of direct tourism gross domestic product (GDP) in Australia from financial year 2006 to 2023

Tourism contribution Australia FY 2023, by industry

Gross value added (GVA) of tourism in Australia in financial year 2023, by tourism related industry (in billion Australian dollars)

Tourism contribution Australia FY 2023, by state

Gross value added (GVA) of tourism in Australia in financial year 2023, by state (in billion Australian dollars)

Number of tourism businesses Australia 2023, by type

Number of businesses in the tourism sector in Australia as of June 2023, by type (in 1,000s)

Tourism sector employment Australia FY 2023, by state and type

Number of employees in the tourism sector in Australia in financial year 2023, by state and type (in 1,000s)

Inbound tourism

• Premium Statistic Number of international visitors to Australia FY 2010-2023
• Premium Statistic Number of international visitors to Australia FY 2023, by country of residence
• Premium Statistic Number of international visitors to Australia FY 2023, by age group
• Premium Statistic Number of international visitors to Australia FY 2023, by state visited
• Premium Statistic Number of international visitors to Australia FY 2023, by purpose of visit
• Premium Statistic International visitor trip expenditure Australia FY 2010-2023
• Premium Statistic International visitor trip expenditure Australia FY 2023, by country of residence

Number of international visitors to Australia FY 2010-2023

Number of international visitor arrivals to Australia from financial year 2010 to 2023 (in millions)

Number of international visitor arrivals to Australia in financial year 2023, by country of residence (in 1,000s)

Number of international visitors to Australia FY 2023, by age group

Number of international visitor arrivals to Australia in financial year 2023, by age group (in 1,000s)

Number of international visitors to Australia FY 2023, by state visited

Number of international visitor arrivals to Australia in financial year 2023, by state visited (in 1,000s)

Number of international visitors to Australia FY 2023, by purpose of visit

Number of international visitor arrivals to Australia in financial year 2023, by purpose of visit (in 1,000s)

International visitor trip expenditure Australia FY 2010-2023

Total trip expenditure of international visitors in Australia from financial year 2010 to 2023 (in billion Australian dollars)

International visitor trip expenditure Australia FY 2023, by country of residence

Trip expenditure of international visitors to Australia in financial year 2023, by country of residence (in million Australian dollars)

Outbound tourism

• Premium Statistic Number of outbound tourists from Australia FY 2006-2023
• Premium Statistic Number of outbound tourists from Australia 2017-2024, by state of residence
• Premium Statistic Number of outbound tourists from Australia FY 2023, by destination
• Premium Statistic Outbound tourist trip expenditure FY 2019-2023
• Premium Statistic Outbound tourist trip expenditure Australia FY 2023, by destination
• Premium Statistic Leading tourism experience interests among outbound travelers Australia 2022
• Premium Statistic Leading sport tourism experience interests of outbound travelers Australia 2022

Number of outbound tourists from Australia FY 2006-2023

Number of overseas departures of Australian residents from Australia from financial year 2006 to 2023 (in 1,000s)

Number of outbound tourists from Australia 2017-2024, by state of residence

Number of outbound tourists from Australia from January 2017 to January 2024, by state of residence

Number of outbound tourists from Australia in financial year 2023, by destination (in thousands)

Outbound tourist trip expenditure FY 2019-2023

Trip expenditure of Australian outbound travelers from financial year 2019 to 2023 (in billion Australian dollars)

Outbound tourist trip expenditure Australia FY 2023, by destination

Trip expenditure of Australian outbound travelers in financial year 2023, by destination (in million Australian dollars)

Leading tourism experience interests among outbound travelers Australia 2022

Leading tourism experience interests among outbound travelers from Australia in 2022

Leading sport tourism experience interests of outbound travelers Australia 2022

Leading sport tourism experience interests among outbound travelers from Australia in 2022

Domestic tourism

• Premium Statistic Number of domestic overnight visitors Australia 2014-2023
• Premium Statistic Number of domestic overnight visitors Australia 2023, by state visited
• Premium Statistic Number of domestic overnight visitors Australia 2023, by purpose of visit
• Premium Statistic Domestic overnight tourist trip expenditure Australia FY 2014-2023
• Premium Statistic Domestic overnight tourist trip expenditure Australia 2023, by state or territory
• Premium Statistic Number of domestic day visitors Australia 2023, by state visited
• Premium Statistic Number of domestic day visitors Australia 2023, by purpose of visit

Number of domestic overnight visitors Australia 2014-2023

Number of domestic overnight visitors in Australia from 2014 to 2023 (in millions)

Number of domestic overnight visitors Australia 2023, by state visited

Number of domestic overnight visitors in Australia in 2023, by state visited (in millions)

Number of domestic overnight visitors Australia 2023, by purpose of visit

Number of domestic overnight visitors in Australia in 2023, by purpose of visit (in millions)

Domestic overnight tourist trip expenditure Australia FY 2014-2023

Trip expenditure of domestic overnight visitors in Australia from financial year 2014 to 2023 (in billion Australian dollars)

Domestic overnight tourist trip expenditure Australia 2023, by state or territory

Trip expenditure of domestic overnight visitors in Australia in 2023, by state visited (in billion Australian dollars)

Number of domestic day visitors Australia 2023, by state visited

Number of domestic day visitors in Australia in 2023, by state visited (in millions)

Number of domestic day visitors Australia 2023, by purpose of visit

Number of domestic day visitors in Australia in 2023, by purpose of visit (in millions)

Further reports Get the best reports to understand your industry

Get the best reports to understand your industry.

Mon - Fri, 9am - 6pm (EST)

Mon - Fri, 9am - 5pm (SGT)

Mon - Fri, 10:00am - 6:00pm (JST)

Mon - Fri, 9:30am - 5pm (GMT)

This website requires JavaScript to be turned on.

Tourism project support

Get help to identify opportunities for investment and progression of your project.

Tourism industry hub

• Starting out
• Business support
• Crisis management guide
• Accessible tourism
• Tourism road signage

The Experience Victoria 2033 strategic plan will shape the future of Victoria’s visitor economy over the next 10 years.

Victoria has an extensive international event and cultural calendar, iconic wildlife and nature experiences and business-friendly investment opportunities.

Research and Insights

Research and insights on Victoria's tourism, events and visitor economy.

We acknowledge the Aboriginal Traditional Owners of Country throughout Victoria, their ongoing connection to this land and we pay our respects to their culture and their Elders past, present and future.

© 2023 Department of Jobs, Skills, Industry and Regions

This page was printed at:  

Australia Recommends 2024

Come and Say G'day

G'day, the short film

Discover your Australia

Travel videos

Deals and offers

Australian Capital Territory

New South Wales

Northern Territory

South Australia

Western Australia

External Territories

The Whitsundays

Mornington Peninsula

Port Douglas

Ningaloo Reef

Airlie Beach

Kangaroo Island

Rottnest Island

Hamilton Island

Lord Howe Island

Tiwi Islands

Phillip Island

Bruny Island

Margaret River

Barossa Valley

The Grampians

Hunter Valley

McLaren Vale

Glass House Mountains

Alice Springs

Uluru and Kata Tjuta

The Kimberley

Flinders Ranges

Kakadu National Park

Eyre Peninsula

Karijini National Park

Great Barrier Reef

Blue Mountains

Daintree Rainforest

Great Ocean Road

Purnululu National Park

Cradle Mountain-Lake St Clair National Park

Litchfield National Park

Aboriginal experiences

Arts and culture

Festivals and events

Food and drink

Adventure and sports

Walks and hikes

Road trips and drives

Beaches and islands

Nature and national parks

Eco-friendly travel

Health and wellness

Family travel

Family destinations

Family road trips

Backpacking

Work and holiday

Beginner's guide

Accessible travel

Planning tips

Trip planner

Australian budget guide

Itinerary planner

Find a travel agent

Find accommodation

Find transport

Visitor information centres

Deals and travel packages

Visa and entry requirements FAQ

Customs and biosecurity

Working Holiday Maker visas

Facts about Australia

Experiences that will make you feel like an Aussie

People and culture

Health and safety FAQ

Cities, states & territories

Iconic places and attractions

When is the best time to visit Australia?

Seasonal travel

Events and festivals

School holidays

Public holidays

How to get to Australia's most iconic cities

How long do I need for my trip to Australia?

How to travel around Australia

Guide to driving in Australia

How to hire a car or campervan

How to plan a family road trip

How to plan an outback road trip

Melbourne, Victoria

Guide to Melbourne

Aboriginal name:  Narrm (pronounced Narr-m)

• Share Share on Facebook Share on Messenger Share on Twitter Share on WhatsApp Copy Link
• Getting to Melbourne
• When to visit
• Accessibility

Melbourne is Australia's mecca for all things trendy and tasty. The city offers up exquisite dining, exhilarating sport and abundant opportunities to experience art.

A perfect blend of rich cultural history and new age trends is waiting for you in Melbourne. As the sun goes down, the city comes to life with a vibrant dining scene as well as events and exhibitions. Explore its bustling laneways, trendy neighbourhoods and sophisticated foodie scene to get a taste of what Melbourne is all about.

Melbourne stands on the ancient grounds of the Kulin Nation of the Wurundjeri people. For the Kulin Nation, Melbourne has always been an important meeting place for events of social, educational, sporting and cultural significance. Experience the culture through a range of heritage walks, cultural tours and galleries.

• Traditional name of Central Melbourne: Narrm (pronounced Narr-m)
• Indigenous Peoples of Central Melbourne: Wurundjeri people
• Traditional lands of Greater Melbourne: Kulin Nation
• Traditional languages: There are four traditional languages in Narrm. Bunurong (Bun-wurrung), Taungurung (Tung-ger-rung), Wathaurong (Wadha-wurrung) and Dja Dja Wurrung (Jar-Jar-Wur-rung).
• How to say g’day in Wathaurong: Wominjeka

Getting to Melbourne is easy with flights arriving direct to two airports. 

• Melbourne Airport at Tullamarine (MEL) is 22km (14mi) from the city and services international and domestic arrivals
• Avalon Airport (AVV) is 55km (34mi) from the city and services international and domestic flights 
• Hire cars, taxis, rideshares and a shuttle service are available from both airports

Getting around  is just as easy as finding a great cup of coffee in Melbourne. The city offers clean, reliable and affordable public transport services. There is even a free City Circle tram line with historical commentary.

Despite having four distinct seasons,  Melbourne's weather  is known for being a bit unpredictable. Summers are generally warm and winters cold, but just ask a local and they’ll tell you that it’s not uncommon to experience all four seasons in a single day. So whenever you decide to visit, be sure to pack layers and carry an umbrella in your day bag. 

• High season: Spring and summer (November to February)
• Low season: Winter (June to August)
• Don’t miss: Melbourne’s world-class festivals and events

Melbourne is a dynamic city with plenty of accessible options for accommodation, attractions , restaurants , cafés and shopping . 

• Arrival: Disability assistance is available at Melbourne Airport, including for those with hidden disabilities .
• Getting around: Most Melbourne buses and trains have accessible options – check the Public Transport Victoria website  for information on using public transport.
• Accessible experience highlights: Several cultural institutions cater to travellers with accessibility and sensory needs, including the National Gallery of Victoria and Scienceworks .
• Helpful resources: Travellers Aid Australia provides mobility equipment hire and recharge points, while the City of Melbourne’s mobility map makes it easy to locate accessible facilities.

15 places to Come and Say G'day in 2024

Must-visit restaurants in melbourne.

Melbourne's best restaurants

Top coffee shops

Cheap eats in Melbourne

Best rooftop bars

Breakfast and brunch spots

Coolest gin bars

Trip essentials.

Where to stay

Weather in Melbourne

Suburb guide

Getting Around

Destinations near Melbourne

The Great Ocean Road

The Yarra Valley & Dandenong Ranges

Daylesford & the Macedon Ranges

Melbourne Cricket Ground

High Country & King Valley

12 Apostles

Geelong & the Bellarine Peninsula

Trips and itineraries.

3 days in Melbourne

6 days on the Great Southern Touring Route

Australia's South in 14 days

10-day road trip through regional Victoria

Melbourne to Adelaide: A 5-day road trip

5-day Melbourne to Mornington Peninsula family road trip 

14 days of fine dining, wilderness and luxury

Explore another city.

We use cookies on this site to enhance your user experience.  Find out more . By clicking any link on this page you are giving your consent for us to set cookies.

Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

• New Zealand (English)
• United States (English)
• Canada (English)
• United Kingdom (English)
• India (English)
• Malaysia (English)
• Singapore (English)
• Indonesia (Bahasa Indonesia)
• Deutschland (Deutsch)
• France (Français)
• Italia (Italiano)
• 中国大陆 (简体中文)

*Product Disclaimer:  Tourism Australia is not the owner, operator, advertiser or promoter of the listed products and services. Information on listed products and services, including Covid-safe accreditations, are provided by the third-party operator on their website or as published on Australian Tourism Data Warehouse where applicable. Rates are indicative based on the minimum and maximum available prices of products and services. Please visit the operator’s website for further information. All prices quoted are in Australian dollars (AUD). Tourism Australia makes no representations whatsoever about any other websites which you may access through its websites such as australia.com. Some websites which are linked to the Tourism Australia website are independent from Tourism Australia and are not under the control of Tourism Australia. Tourism Australia does not endorse or accept any responsibility for the use of websites which are owned or operated by third parties and makes no representation or warranty in relation to the standard, class or fitness for purpose of any services, nor does it endorse or in any respect warrant any products or services by virtue of any information, material or content linked from or to this site.

Contact an Austrade specialist as an investor as a buyer

Tourism and the visitor economy

Spectacular and unique, Australia is an aspirational tourism destination for international travellers.

Thinking about entering the Australian market?

• Investors typically establish a new company, register as a foreign company or acquire an existing company. Assess your options with our Investor Guide .
• Austrade is Australia’s national investment promotion agency. We attract and facilitate game-changing foreign direct investment into Australia. Our team of business and investment specialists can connect investors to early-stage opportunities in Australia and provide direct and tailored professional assistance. Find out how we can help .

We enjoy an enviable reputation for our world-class cultural and natural attractions, from pristine beaches and rainforest to the opportunity to experience the oldest living culture on Earth.

After ten years of constant growth, we welcomed almost 10 million visitors in 2019 prior to the COVID-19 pandemic. We’re also a high yield market, with international visitors staying long and spending big.

Supported by the Australian Government’s visitor economy strategy, THRIVE 2030 , the sector has resumed its path to long-term sustainable growth, creating new opportunities for investors.

Australians holiday at home

Operators in Australia also benefit from a strong domestic market.

Australians are enthusiastic travellers and love to explore their own backyard. Increased domestic demand during the pandemic has continued; and in 2022 overnight and day trip spending by domestic tourists surpassed pre-pandemic levels.

• In a typical year, Australians account for around three-quarters of total tourism spend
• Australians make more than five domestic overnight trips a year on average
• In the September quarter 2022, spending on domestic overnight trips increased by 33% to A$27.8 billion, when compared to pre pandemic levels.
• By 2027, annual domestic overnight trip and day trip expenditure is expected to reach A$137.9 billion and A$41.1 billion respectively.

Poised to grow

International tourism is beginning to recover following the recent global disruption from the pandemic. Tourism Research Australia predicts international visitor expenditure will exceed pre-pandemic levels in 2024 before increasing to A$48.8 billion by 2027. 

With our proximity to fast-growing markets in the Asia-Pacific, we’re well-positioned to recapture a significant share of global travel spend.

Our long-term national strategy for the visitor economy, THRIVE 2030 , sets out our plan to return to pre-pandemic visitor expenditure of A$166 billion by 2024, and grow it to A$230 billion by 2030.  

Australia’s political stability and resilient economy offers prospective businesses and investors a safe and low-risk business environment.

And the Australian Government is backing the further recovery of Australia’s visitor economy, with a new $48 million tourism and travel package announced in the October 2022 Budget. The measures include plans to: 

• attract workers to our vibrant tourism industry 
• train and upskill new and existing hospitality and tourism workers 
• support tourism businesses with activities that drive international travel to and from Australia. 

Importantly, our THRIVE 2030 strategy supports sustainable growth. We know our natural assets, such as world-class nature and wildlife, are key to our attractiveness as a destination, and must be protected. In pursuing industry growth, we recognise that balancing social and environmental factors alongside economic ones is essential to sustain a truly healthy visitor economy for decades to come.  

Top 5 visiting nationalities for the year ending September 2022: New Zealand India United Kingdom Singapore USA Visitors from India spent $1.3 billion in total which included $973 million in Australia in the year ending September 2022, around three-quarters of pre-COVID levels – demonstrating a strong recovery for this market.

Australian tourism fast facts

Source: STR and TRA , based on pre-COVID 2019 data 

• Total tourism worth A$166 billion 
• International tourism worth A$45.4 billion, including $31.4 billion spent onshore 
• Ranked 2nd globally for international visitor spend per trip 
• Domestic spend grew around 6% per year for the 10 years to 2019 
• 7th largest tourism market globally 
• Australia’s 4th-largest export industry 
• More than 88,000 international visitors spent more than $1,000 per night in Australia, with another 387,000 spending between $500 and $999

Unique cultural experiences

Australia offers visitors the unique ability to experience the oldest living culture on Earth – that of Australia’s First Nations peoples.

First Nations tourism gives visitors a unique insight into the relationship Aboriginal people have with the land and sea – their Connection to Country – helping them create a deeper connection to Australia.

In 2019, 1.4 million international visitors (17 per cent) participated in an Indigenous tourism experience while visiting Australia, a six per cent year-on-year increase since 2010. For domestic travellers, the figure was one million, an increase of 13 per cent each year since 2013.

Wine and dine where the food is fresh

Australia’s award-winning restaurants and wineries serve up fresh produce from our unspoiled landscapes, while our cafes have made coffee an art form. Add to this a packed calendar of events that draws travellers year-round and you have a world-class tourism offering.

Food and wine accounts for 1 in 5 dollars spent by international tourists in Australia. 

Soaking up nature

Potential visitors rank Australia first for its world-class nature and beauty (Consumer Demand Project, Tourism Australia. Dec 2022). From pristine rainforests to spectacular beaches and vast outback plains, Australia’s stunning natural landscapes offer something for every traveller. Australia frequently appears on top 10 lists of the most world’s most beautiful countries, such as the 2022 Rough Guides reader’s vote .

Our diverse and unique ecosystems are home to a huge variety of plants and wildlife, much of which is found nowhere else on earth. This precious natural heritage is protected in thousands of parks and conservation reserves that dot the country.

The World Economic Forum ranks Australia number one for natural resources, based on both our natural beauty and highly developed outdoor tourism industry.

Australia offers abundant opportunities for businesses looking to offer nature-based experiences. With such an expansive natural environment – including a continuous coastline stretching some 30,000 kilometres – innovative businesses have the chance to look beyond familiar destinations to craft travel experiences that are new and truly unique.

Wellness tourism Going to a health spa, sanctuary, or well-being centre is growing globally. In 2019, day and overnight travellers participating in wellness activities increased by 10.4% from 2018. In 2021-22, travellers participating in wellness activities increased 21% compared to 2020-21.

Incentives, grants and support

• Austrade supports the tourism industry to innovate and build long-term sustainable growth.
• The government’s tourism promotion agency Tourism Australia supports tourism businesses by attracting international visitors to Australia. Come and Say G’day is the new global campaign to support the Australian tourism industry rebuild.
• A number of tourism investment resources are available to help you invest and make informed decisions. Tourism Research Australia  provides statistics, research and economic data on domestic and international tourism to assist the government and tourism industry.
• The Australian Tax Office’s New Investment Engagement Service gives tailored guidance on tax issues to businesses planning significant new investments in Australia.

International tourist figures still millions below pre-COVID levels as slow recovery continues

For two years, Marcela Ribeiro worked three jobs to save for her dream holiday to Australia.

Like millions of people across the globe, the 35-year-old from Brazil had long wanted to explore the country's world-famous destinations, specifically the Great Barrier Reef, World Heritage-listed rainforest and sandy beaches. 

"I worked really, really hard, many jobs, to get here," Ms Ribeiro said.  

"The flights were very expensive, so I have to watch everything I spend. I can't afford to eat out in the restaurants every day." 

It's been a similar story for William Grbava from Canada and Amelia Mondido from the Philippines, who last week arrived in Australia for a holiday. 

"It's expensive here, much more than we were expecting. We have only been able to factor in a short stop in Sydney," Mr Grbava said. 

"We just had a beer and a pizza in Circular Quay for $50.

 "What I really wanted to do was drive up the coast to Brisbane, through Byron Bay and those beautiful towns. That's what I did when I was younger. But with the cost of fuel and car rental, it wasn't possible." 

Industry yet to recover to pre-COVID levels 

It's been more than four years since Australia's borders suddenly closed to the rest of the world and became one of the most isolated destinations on the globe. 

COVID-19 wreaked havoc across the country's economy, but nowhere was the pain as instant or more devastating as in the tourism industry. 

In 2019, 8.7 million tourists visited Australia from overseas in an industry that was worth $166 billion. 

New figures from Tourism Research Australia show there were only 6.6 million international visitors last year, a deficit of more than 2 million compared to 2019 levels.  

Victoria experienced the largest loss in international visits at 33 per cent, followed by Queensland at 24 per cent and New South Wales at 22 per cent. 

Nationally, Chinese visitor numbers — which made up the bulk of visitors to Australia pre-pandemic — slumped to 507,000 last year, down from 1.3 million in 2019. 

Figures for the month of February show more than 850,000 people visited Australia, an increase of 257,000 for the same time in 2023, but 7.5 per cent less than pre-COVID levels. 

Gui Lohmann from Griffith University's Institute for Tourism said there were a number of reasons for the slow return of international visitors. 

"The airfares are significantly high and we are under an inflationary situation with labour and food costs," Professor Lohmann said. 

"It could be challenging for Australia to reach above 8 million international visitors in the scenario we are in at the moment." 

Professor Lohmann said cost-of-living pressures were also at play in the return of international tourists, as was a "reset" in European thinking.  

"Many Europeans believe a long-haul trip is quite damaging to the environment and they're also flying less generally," he said. 

"Their domestic airline routes no longer exist [and] have been replaced by train trips." 

He said China's ongoing economic problems, the war in Ukraine and United States' election were also having an impact.  

"It's a much more complicated world we are facing after the pandemic," he said. 

A long road to recovery 

Oxford Economics has forecast it could take until 2025-26 before Australian tourism returned to pre-pandemic levels. 

Tourism Australia, a government agency that promotes holidays, said the strongest markets since borders reopened had been New Zealand, the United States and the United Kingdom. 

"We always knew that the recovery of international travel to Australia would take time, and we have continued to see the steady return of international visitors to our shores," a spokeswoman said. 

Maneka Jayasinghe, a tourism expert at Charles Darwin University, said affordability was a key factor in attracting visitors Down Under.  

She said the state and federal governments should consider subsidising travel to Australia. 

"Measures to reduce costs, such as discounted hotel prices, tourism package deals and food vouchers could be of importance to encourage visitors to Australia," Dr Jayasinghe said. 

"Tourism operators were badly hit during COVID so may not be in a financially viable position to provide further perks to visitors, especially the small-scale operators in smaller states and territories and those operating in remote areas." 

She said re-establishing links with traditional tourism markets, including Japan, was also a potential solution. 

"Countries with a rapidly growing middle class, such as India, could have high potential to grow. Some of the south-east Asian countries, such as Vietnam and Indonesia, could also be attractive due to their proximity to Australia." 

Dutch tourists Tim Erentsen and Laleh Maleki estimated it would cost them around $16,000 for their three-week holiday in Australia, where they are visiting Sydney, the Whitsundays and Cairns. 

"It has been expensive, especially the flights," Mr Erentsen said. 

Ms Maleki said the couple had travelled extensively throughout Europe and the US and the cost of hotels and food in Australia was comparable. 

"We thought if we were coming all this way and spending the money to get here, we should stay a bit longer, which is adding to the cost," Ms Maleki said. 

But despite that extra cost, she said the trip had been worth it. 

"We love the nature, it feels very safe here. The food is so good and the people are very friendly." 

• X (formerly Twitter)

Related Stories

This couple has spent months burning fuel and money to power a campsite no-one can visit.

The surprise group of people driving a resurgence of the cruise industry

• Immigration
• Rural Tourism
• Tourism and Leisure Industry
• Travel and Tourism (Lifestyle and Leisure)

Our Organisation

Our Careers

Tourism Statistics

Industry Resources

Media Resources

Travel Trade Hub

News Stories

Newsletters

Industry Events

Business Events

Tourism industry events calendar

• Share Share on Facebook Share on Twitter Share on WhatsApp Copy Link

The Australian Tourism Industry Events Calendar includes activities organised by Tourism Australia, State and Territory Tourism Organisations, Regional Tourism Organisations, the Australian Tourism Export Council and other industry bodies.

Search for an event

Discover more.

We use cookies on this site to enhance your user experience. Find out more .

By clicking any link on this page you are giving your consent for us to set cookies.

Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

Tourism in Australia - Market Size, Industry Analysis, Trends and Forecasts (2024-2029)

Instant access to hundreds of data points and trends.

• Market estimates from
• Competitive analysis, industry segmentation, financial benchmarks
• Incorporates SWOT, Porter's Five Forces and risk management frameworks
• PDF report or online database with Word, Excel and PowerPoint export options

100% money back guarantee

Industry statistics and trends.

Access all data and statistics with purchase. View purchase options.

Tourism in Australia

Industry Revenue

Total value and annual change from . Includes 5-year outlook.

Access the 5-year outlook with purchase. View purchase options

Trends and Insights

Market size is projected to over the next five years.

Market share concentration for the Tourism industry in Australia is , which means the top four companies generate of industry revenue.

The average concentration in the sector in Australia is .

Products & Services Segmentation

Industry revenue broken down by key product and services lines.

Ready to keep reading?

Unlock the full report for instant access to 30+ charts and tables paired with detailed analysis..

Or contact us for multi-user and corporate license options

Table of Contents

About this industry, industry definition, what's included in this industry, industry code, related industries, domestic industries, competitors, complementors, international industries, performance, key takeaways, revenue highlights, employment highlights, business highlights, profit highlights, current performance.

What's driving current industry performance in the Tourism in Australia industry?

What's driving the Tourism in Australia industry outlook?

What influences volatility in the Tourism in Australia industry?

• Industry Volatility vs. Revenue Growth Matrix

What determines the industry life cycle stage in the Tourism in Australia industry?

• Industry Life Cycle Matrix

Products and Markets

Products and services.

• Products and Services Segmentation

How are the Tourism in Australia industry's products and services performing?

What are innovations in the Tourism in Australia industry's products and services?

Major Markets

• Major Market Segmentation

What influences demand in the Tourism in Australia industry?

International Trade

• Industry Concentration of Imports by Country
• Industry Concentration of Exports by Country
• Industry Trade Balance by Country

What are the import trends in the Tourism in Australia industry?

What are the export trends in the Tourism in Australia industry?

Geographic Breakdown

Business locations.

• Share of Total Industry Establishments by Region ( )

Data Tables

• Number of Establishments by Region ( )
• Share of Establishments vs. Population of Each Region

What regions are businesses in the Tourism in Australia industry located?

Competitive Forces

Concentration.

• Combined Market Share of the Four Largest Companies in This Industry ( )
• Share of Total Enterprises by Employment Size

What impacts market share in the Tourism in Australia industry?

Barriers to Entry

What challenges do potential entrants in the Tourism in Australia industry?

Substitutes

What are substitutes in the Tourism in Australia industry?

Buyer and Supplier Power

• Upstream Buyers and Downstream Suppliers in the Tourism in Australia industry

What power do buyers and suppliers have over the Tourism industry in Australia?

Market Share

Top companies by market share:

• Market share
• Profit Margin

Company Snapshots

Company details, summary, charts and analysis available for

Company Details

• Total revenue
• Total operating income
• Total employees
• Industry market share

Company Summary

• Description
• Brands and trading names
• Other industries

What's influencing the company's performance?

External Environment

External drivers.

What demographic and macroeconomic factors impact the Tourism in Australia industry?

Regulation and Policy

What regulations impact the Tourism in Australia industry?

What assistance is available to the Tourism in Australia industry?

Financial Benchmarks

Cost structure.

• Share of Economy vs. Investment Matrix
• Depreciation

What trends impact cost in the Tourism in Australia industry?

Financial Ratios

• 3-4 Industry Multiples (2018-2023)
• 15-20 Income Statement Line Items (2018-2023)
• 20-30 Balance Sheet Line Items (2018-2023)
• 7-10 Liquidity Ratios (2018-2023)
• 1-5 Coverage Ratios (2018-2023)
• 3-4 Leverage Ratios (2018-2023)
• 3-5 Operating Ratios (2018-2023)
• 5 Cash Flow and Debt Service Ratios (2018-2023)
• 1 Tax Structure Ratio (2018-2023)

Data tables

• IVA/Revenue ( )
• Imports/Demand ( )
• Exports/Revenue ( )
• Revenue per Employee ( )
• Wages/Revenue ( )
• Employees per Establishment ( )
• Average Wage ( )

Key Statistics

Industry data.

Including values and annual change:

• Revenue ( )
• Establishments ( )
• Enterprises ( )
• Employment ( )
• Exports ( )
• Imports ( )

Frequently Asked Questions

What is the market size of the tourism industry in australia.

The market size of the Tourism industry in Australia is measured at in .

How fast is the Tourism in Australia market projected to grow in the future?

Over the next five years, the Tourism in Australia market is expected to . See purchase options to view the full report and get access to IBISWorld's forecast for the Tourism in Australia from up to .

What factors are influencing the Tourism industry in Australia market trends?

Key drivers of the Tourism in Australia market include .

What are the main product lines for the Tourism in Australia market?

The Tourism in Australia market offers products and services including .

Which companies are the largest players in the Tourism industry in Australia?

Top companies in the Tourism industry in Australia, based on the revenue generated within the industry, includes .

How many people are employed in the Tourism industry in Australia?

The Tourism industry in Australia has employees in Australia in .

How concentrated is the Tourism market in Australia?

Market share concentration is for the Tourism industry in Australia, with the top four companies generating of market revenue in Australia in . The level of competition is overall, but is highest among smaller industry players.

Methodology

Where does ibisworld source its data.

IBISWorld is a world-leading provider of business information, with reports on 5,000+ industries in Australia, New Zealand, North America, Europe and China. Our expert industry analysts start with official, verified and publicly available sources of data to build an accurate picture of each industry.

Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights. 

IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools.

To learn more about specific data sources used by IBISWorld's analysts globally, including how industry data forecasts are produced, visit our Help Center.

Deeper industry insights drive better business outcomes. See for yourself with your report or membership purchase.

Discover how 30+ pages of industry data and analysis can give you the edge you need..

• Information for...

What are you looking for?

Australia roadshow 2024.

• Using your device

Introduction

Australia Roadshow 2024 offers UK international trade-ready businesses the unique opportunity to meet hand-picked buyers from this market, provide agents training and join numerous networking sessions.

This event enables delegates to strengthen their existing relationships, learn about the market directly from our in-market team and trade, and gain valuable direct contacts to unlock new opportunities.

At a glance

• Event dates:   8-13 September 2024
• Registrations are all subject to approval.
• Location:  Sydney,  Melbourne, Brisbane (Australia)
• Price :  Primary Delegate: £4,500+VAT, Secondary Delegate (upon approval due to limited availability)  £2,500+ VAT 
• Level of experience required:  Trade ready businesses (mandatory) with advanced delegate experience preferred.
• Grants:  There are currently no grants available through VisitBritain, but it is worth checking with your Local Visitor Economy Partnership (LVEP) or Destination Management Organisation (DMO) as in some instances grants are available through local authorities to attend overseas trade events.

Who is it for? 

International trade-ready businesses, including (but not limited to) destinations, accommodation providers, DMCs, transport providers and attractions. DMCs spaces are limited due to the nature of the market. Priority will be given to businesses, products and experiences that are particularly relevant to the market.

All registrations are subject to approval to ensure a variety of regions and product types – and considering market relevance, trade readiness and a capped number per product sector and registration date.

Who will I meet?

The Australia Mission is designed to provide the best access to the full range of players in Australia’s travel trade ecosystem. Daytime events will be targeted towards product managers and buyers for all key partners across retail travel agencies, online, and local tour operators. Evening events will offer the chance for the training of high performing front line agents from the retail sector.

As a long haul destination, we highly recommend to plan to arrive 1-2 days earlier to the start of the event to minimise the impact of jet lag. The below agenda is indicative only and further details will be shared in due course. As always, we recommend to NOT book any travel arrangements until the event and your attendance have been confirmed.

Why should I target Australia?

Australia hit an all-time record for its inbound visitor value to the UK in Summer 2023*, reaching the 2nd most valuable market for the British visitor economy over this time period. This trade mission offers industry the chance to educate key Australian travel trade stakeholders on the huge opportunity this market represents. 

Visiting Australians spend an average of 17 days in the UK (vs 8 days UK average), spending more than double the global average (£1,547 vs £848 for all markets)** 

* Quarterly International Passenger Survey Q3 (Jul-Sep) 2023  ** Annual International Passenger Survey (Jan- Dec) 2022  

What do I get?

This event will visit Sydney, Melbourne and Brisbane, giving the opportunity to meet both product manager representatives as well as high performing travel agents. 

Workshop sessions: tailored to give you both the chance to meet with key selected product managers from leading operators in market to discuss new business opportunities, as well as educating existing partners on product updates. 

Travel Agent training events: designed to give you the chance to train agents in a small group, speed dating style format to ensure a high reach to drive awareness. 1 event per city.

• Your own meeting table to meet with handpicked Australian and New Zealand product managers
• Agents training sessions
• Access to a comprehensive list of contacts from the market to follow up with post-event
• Networking opportunities with local travel trade

What is included?

Australia Roadshow is a multi-city event where UK suppliers are provided with a meeting space to engage with key audiences in market.

Exhibiting partners will benefit from:

• Table for one-to-one appointments.
• Accommodation and meals for the length of the event.
• Networking opportunities.
• Database of contacts that have attended the event.
• Internal flights and transfers between Sydney to Melbourne, and Melbourne to Brisbane.
• Ticket to gala welcome event.

What is not included?

• Flights/personal transportation from the UK.
• Expenses and transfers.
• Any other personal expense.

Apply to attend Australia Roadshow 2024

Delegate places for Australia Roadshow are limited, all applications are subject to approval. Ensure you liaise your local Tourism Authority (VisitScotland, Visit Wales) and with your local England LVEP if you are based in England. We aim to provide you with an update on the status of the event and the status of your application shortly after we close registrations and review all applications.

Important information

Please do not book flights or any travel until you receive confirmation that your registration has been approved.

The event will only go ahead upon reaching minimum registration numbers; we aim to inform everybody who has registered shortly after we close registations.

By submitting a registration, on approval, you are confirming your attendance to the event.

Useful contacts

For uk industry, please contact:, flavia messina.

UK Industry Engagement Manager, London, UK

For International travel trade, please contact:

Trade Engagement Executive, Australia and New Zealand

Bradley Nardi

Commercial Manager, Australia and New Zealand

For event registration support, please contact:

Event registration support.

Get support with your event registration

Explore our curated information for...

Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.

Reach new customers and increase your profitability. Drive sales with our tools, events and training, find out about quality assessment and get expert guidance from the England Business Advice Hub.

Build sustainable and valuable growth. Learn about England’s new destination management structure, find expert advice, and boost your proposition with our training and toolkits.

Access resources for business events to support your business development and event strategy. Discover England, Scotland and Wales' business event offering for your next conference, incentive, exhibition or event.

Discover our media centres, image and video library and latest press releases, plus contacts for our corporate and consumer press teams.

Studying tourism at school, college or university? We’ve gathered essential resources and data for students of tourism, plus information about our internships.

Data and research

Tourism Research Australia reports available to view or download.

Main content

Featured reports, tourism forecasts.

Visitor Economy Facts and Figures

National Tourism Satellite Account

Showing all recent reports

Tourism labour force statistics

16 April 2024

Quarterly labour force report analysing changes in the number of filled tourism jobs.

National Visitor Survey (NVS) results December 2023

27 March 2024

The National Visitor Survey results provide annual and quarterly statistics on how Australian residents travel in Australia.

International Visitor Survey (IVS) results December 2023

Annual and quarterly International Visitor Survey results providing statistics on international visitors in Australia.

International Visitor Survey (IVS) monthly snapshot December 2023

8 March 2024

Tourism Research Australia’s monthly snapshots estimate tourism activity.

International Visitor Survey (IVS) monthly snapshot November 2023

9 February 2024

International Visitor Survey (IVS) monthly snapshot October 2023

12 January 2024

National Visitor Survey (NVS) monthly snapshot October 2023

National visitor survey (nvs) monthly snapshot november 2023, national visitor survey (nvs) monthly snapshot december 2023, national visitor survey (nvs) results september 2023.

20 December 2023

International Visitor Survey (IVS) results September 2023

Tourism workforce report.

11 December 2023

A status update on the workforce in Australia’s visitor economy.

International Visitor Survey (IVS) monthly snapshot September 2023

8 December 2023

National Visitor Survey (NVS) monthly snapshot September 2023

6 December 2023

The National Tourism Satellite Account (NTSA) is an Australian Bureau of Statistics (ABS) annual data product that examines Australia’s tourism performance through an economic lens.

Tourism forecasts for Australia 2023-2028

28 November 2023

TRA presents domestic forecasts at the national level and for each state and territory, and also international forecasts at the national level and for selected markets and purposes of travel.

International Visitor Survey (IVS) monthly snapshot August 2023

3 November 2023

National Visitor Survey (NVS) monthly snapshot August 2023

International visitor survey (ivs) monthly snapshot july 2023.

6 October 2023

Domestic mobility data

27 September 2023

We publish monthly mobility data to report on domestic visitor movement. This complements data from our National Visitor Survey official statistics.

Couldn’t find the information you were looking for?

Please email  tourism.research@tra.gov.au  and we will assist you in finding data to suit your needs.

Footer content