New data reveals that Melbourne’s CBD is Victoria’s largest tourist hotspot

A new report has found that Melbourne’s shopping and fashion culture is a top priority for tourists visiting Victoria.

Within the City of Melbourne’s March Economy Snapshot, it was revealed that there were 411,000 international overnight visitors and 779,000 domestic overnight visitors between July and September last year.

It identified Melbourne shopping, world-class restaurants, and iconic experiences as the major drawcards for people staying in the city, as opposed to other tourist hotspots along the coast and in regional Victoria.

In the last quarter of 2024, visitors accounted for 91 per cent of money spent in the CBD, spending a total of $946 million while residents spent $95 million.

Lord Mayor Nick Reece told CBD News, “Overseas visitors are choosing Melbourne shopping over Victorian beaches and wineries – the latest stats show that 71 per cent are prioritising a trip to our CBD shopping precinct.”

“It makes sense,” he added. “Melbourne is known globally as an iconic destination for fashion, food, and culture, and there’s nothing better than sharing it with the world.”

“While the weather may be cooling down, our events calendar is just heating up. After a record-breaking summer of sport and entertainment, the excitement keeps rolling with the Melbourne Food and Wine Festival and Comedy Festival just around the corner.”

The snapshot also revealed that the city is increasingly becoming the new home for many local businesses, with 44,709 currently operating in the City of Melbourne – a 2.5 per cent increase from 2023.

This increase has been supported by the council through its business concierge program, which aims to cut red tape around opening a business and provide support and advice to new and well-established traders.

It has helped open 187 new businesses, engaged with more than 67,000 clients, and created more than 645 full-time jobs, contributing $63 million to the local economy. •