Sporting Blockbusters Drive Record Tourism in Melbourne

Melbourne's hotels have smashed occupancy records during a huge winter of sporting and cultural events, fuelled by the Allan Labor Government's major events strategy.

Minister for Tourism, Sport and Major Events Steve Dimopoulos revealed that Saturday, 26 July marked the city's busiest hotel night on record, with 25,089 CBD rooms booked at a 94.7 per cent occupancy rate. Fans flocked to Melbourne to watch the British & Irish Lions take on the Wallabies at the MCG.

The milestone followed Melbourne's busiest-ever June, when 870,755 room nights were booked across Greater Melbourne. In 2025 so far, both the CBD and Greater Melbourne have recorded their highest-ever January, March, April, May and June figures, with July tipped to follow suit.

Major events have been driving this tourism surge, with the Formula 1 Grand Prix and Australian Open both hitting occupancy rates above 93 per cent earlier this year.

The past 12 months have also seen new hotels open across the city, including 1 Hotel, Melbourne Place and Lanson Place Parliament Gardens, bringing Victoria's total hotel room capacity to 65,493.

An estimated 40,000 Lions supporters travelled to Melbourne for the tour, with more than 90,000 fans packing the MCG on 26 July. Melbourne was the only city to host the Lions for two consecutive games, delivering extended stays, higher spending and global exposure for local businesses.

July's tourism boost was not limited to sport, with events such as Lego Star Wars, Melbourne Winter Masterpieces: French Impressionism, and Frida Kahlo: In Her Own Image drawing crowds across Victoria.

Tourism remains a vital pillar of the state's economy, with Victoria's $40 billion visitor sector supporting more than 288,000 jobs. In the year to March 2025, international travellers spent a record $9.3 billion in Victoria.

Minister Steve Dimopoulos said:

"We are backing major events because record crowds boost our visitor economy - supporting local businesses and creating jobs."
"Our massive pipeline of major events attracts visitors both domestically and internationally, and they then stay on to experience our world-class experiences, landscapes, wildlife and hospitality scene."

Accommodation Australia (Victoria) General Manager Dougal Hollis added:

"Many British & Irish Lions fans decided to extend their stay, hire a car, and get out to explore the stunning breadth and diversity of Victoria's hospitality and tourism offer."