March 13th, 2026NEW RESEARCH REVEALS REGIONAL VICTORIA ON THE RISE

Data shows affordability, flexible work and evolving regional economies are driving renewed confidence beyond Melbourne.
• 74% of VIC residents say life in a regional area feels appealing
• 70% believe regional areas are attracting more highly skilled and professional workers than in the past.
• 53% of VIC residents say they are likely to consider moving to a regional area within five years.
• 88% say innovation and new industries are important to regional Australia’s future.
Regional Victoria is entering a period of renewed confidence, as economic diversification and lifestyle priorities reshape thinking beyond Melbourne.
New research from NGM Group, the customer-owned bank behind Greater Bank and Newcastle Permanent, points to growing belief in regional Victoria as both a professional and personal long-term choice.
The national YouGov survey, the second in NGM Group’s What Matters Most research series, reveals Australians increasingly view the regions as not only a great place to live, but as central to the country’s economic future – with new industries, diverse jobs and smarter ways of working.
In Victoria, seven in 10 residents (70%) believe regional areas are attracting more skilled professionals than they used to. Among those who agree, 38% cite more affordable property prices compared to major cities, while 31% point to the growing embrace of remote and hybrid work.
Nearly three in four Victorians (74%) say life in a regional area feels appealing right now. The appeal is grounded in practical considerations – more space and nature (60%), a slower pace and better lifestyle (54%), housing affordability (40%) and safety and peace of mind (37%).
James Cudmore, Chief Customer and Digital Innovation Officer at NGM Group, said regional Victoria’s growth reflects steady diversification alongside enduring lifestyle appeal.
“In places like Geelong, Ballarat and Bendigo, regional centres have broadened their employment base over time. They still have strong roots in traditional industries, but there’s now more depth across healthcare, education, construction, local government and professional services, supported by major infrastructure investment and developments like the Ballarat West Employment Zone.”
“That matters because people want confidence in long-term opportunity. They want to know they can build a career locally, not just commute or compromise.
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“Regional Victoria has always had lifestyle appeal – more space, strong community ties and a different pace to Melbourne. What’s changed is that the economic foundation behind that lifestyle has strengthened.
“Hybrid work has certainly helped people reconsider what’s practical, but flexibility alone doesn’t drive relocation. People move when they believe there are stable industries, diverse employers and genuine pathways to progress.
“That combination of lifestyle and economic depth is what’s reinforcing regional Victoria’s momentum.”
More than half of Victorian workers (57%) say remote or hybrid work has changed their view of where they could realistically live, and more than half (55%) say new people have moved into their local community over the past year.
When asked where the best lifestyle is found, Victorians are relatively balanced – 23% nominate outer suburban areas, 21% regional coastal areas and 19% inner city. However, when asked what type of community they would most like to live in long term, regional coastal communities lead (38%), followed by regional inland areas (29%).
Eighty-eight per cent say innovation and new industries are important to the future of regional Australia, reinforcing strong support for continued economic diversification.
NGM Group launched the What Matters Most series to explore how Australians’ values are shifting, and what that means for the future of housing, work and community.