Victoria’s Best-Kept Secrets Shine Bright: Top Tourism Towns of 2025 Revealed

Warrnambool, Mount Beauty and Trentham Claim Top Honours

Victoria has spoken—and the results are in. The winners of the 2025 Victorian Top Tourism Town Awards have been announced, with three standout destinations earning the coveted titles for their outstanding visitor experiences and regional charm. Leading the pack this year is Warrnambool, crowned Victoria’s Top Tourism Town in the 5,000+ population category. In the Small Tourism Town category, Mount Beauty claimed gold, while Trentham was celebrated as the state’s Top Tiny Tourism Town for towns with fewer than 1,500 residents.

Celebrating Regional Excellence Across Victoria

Now in its latest edition, the annual awards—organised by the Victoria Tourism Industry Council (VTIC)—highlight the exceptional experiences on offer beyond the city limits. A total of 25 finalists competed in this year’s awards, which were unveiled during VTIC’s Victorian Tourism Summit held at Shepparton’s Museum of Vehicle Evolution (MOVE).

Recognising More Than Just the Winners

It wasn’t just the gold recipients turning heads this year. Ballarat, Port Fairy, and Halls Gap secured silver in their respective categories, while Echuca, Portarlington, and Whitfield earned bronze commendations. From heritage-rich river towns to coastal escapes and mountain hamlets, the awards are a testament to Victoria’s vibrant and varied tourism offering.

Creating Memorable Visitor Experiences

Acting VTIC Chief Executive Chris Porter noted that the standout theme this year was the rise of destinations located further from Melbourne. These towns, he said, are successfully encouraging visitors to extend their stays—transforming day trips into multi-night adventures. From boutique stays to immersive local experiences, the winning towns prove that smaller destinations are making a big impact on the travel map.

Airbnb and Industry Partners Champion Regional Travel

The awards were proudly supported by Airbnb, the Department of Transport and Planning, Tourism Australia, TAC, and Time Out. Susan Wheeldon, Country Manager for Airbnb Australia and New Zealand, expressed pride in supporting the awards, noting how regional hosts create unforgettable stays that drive local tourism and economic growth.

On to the National Stage

The journey doesn’t stop here. Warrnambool, Mount Beauty, and Trentham will now represent Victoria in the race for Australia’s Top Tourism Town in their respective categories. The national winners will be announced on 3 September 2025 at Parliament House in Canberra.

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