The official Melbourne (Narrm) and Victoria tourism account. Come explore every bit of Melbourne and Victoria with us 🫶
Followers
1.3M
Following
1.3K
Total Posts
Engagement Rate
1.57%
Avg Likes
20,039
Avg Comments
Melbourne, Australia is a verified Travel brand based in Australia, with 1.3M followers on Instagram. Melbourne, Australia has shared 5,637 posts to date, currently around 2 posts a week. Typical posts draw 20,039 likes and 29 comments, putting engagement at 1.57%.
Visitmelbourne operates a Travel account on Instagram, pairing 1.3M followers with 5,637 posts.
Against 165 Travel accounts with over 1M followers in the InstME index, Visitmelbourne's 1.57% engagement rate lands above the median of 0.74%.
The like-to-comment split is roughly 695 to one, indicating an audience that mostly engages through likes.
Visitmelbourne keeps a posting cadence of about 2 posts per week.
Visitmelbourne keeps its following list short (1,338) relative to 1.3M followers, as established creators and brands tend to.
Estimated sponsored-post value
$7,000–$13,000
Based on 1.3M followers and a 1.57% engagement rate, a single sponsored post by Visitmelbourne is worth an estimated $7,000–$13,000. This is a modeled range, not a quoted rate, actual pricing varies by niche, content format, usage rights and exclusivity.
Audience (estimated)
Est.More women than men · mostly 25–44
Typical for Travel creators in Australia, modeled from the niche, not measured for this account.
Content Focus
Primary: Travel
| Metric | Visitmelbourne | Cohort median |
|---|---|---|
| Engagement rate | 1.57% | 0.74% |
| Average likes | 20,039 | 15,822 |
| Average comments | 29 | 167 |
| Posts per week | 2.15 | 1.04 |
Median values from 165 Travel accounts with over 1M followers in the InstME index, refreshed Jul 19, 2026.
| Metric | Visitmelbourne | Cohort median |
|---|---|---|
| Engagement rate | 1.57% | 1.22% |
| Average likes | 20,039 | 19,100 |
| Average comments | 29 | 218 |
| Posts per week | 2.15 | 0.75 |
Median values from 59 accounts in Australia with over 1M followers in the InstME index, refreshed Jul 19, 2026.
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Last reviewed: Jul 10, 2026
Melbourne, Australia is a verified travel brand based in Australia on Instagram, with 1.3M followers.
Melbourne, Australia posts on Instagram as @visitmelbourne.
Melbourne, Australia has 1,279,726 followers on Instagram (1.3M) as of Jul 10, 2026.
Melbourne, Australia's engagement rate is 1.57%, calculated from average likes and comments per post relative to followers. That is above the median of 0.74% for Travel accounts with over 1M followers in the InstME index.
Posts by Melbourne, Australia average 20,039 likes and 29 comments.
Melbourne, Australia posts about 2 times per week on average.
Melbourne, Australia is registered as a business account on Instagram and is verified.
Melbourne, Australia is categorized as a travel account in the InstME index, based on the profile's bio and Instagram category across 5,637 posts.
5,637
29
Posts / Week
2.15
Growth Score
31.4 / 100
Follower Ratio
956.4×
Engagement
6.52%
Melbourne, Australia's profile places the account in Australia. Location comes from public profile signals, so treat it as the account's stated market rather than a confirmed address.
Yes. Melbourne, Australia carries the blue verified badge on Instagram.
A sponsored post from Melbourne, Australia is estimated at $7,000 to $13,000. This is a model based on audience size and engagement, not a rate card, so real pricing is set by the creator.
