Tourism Australia ramps up youth focus

Tourism Australia has set its sights on the youth market, as managing director Andrew McEvoy insisted under 30s are an “important market” to achieve its 2020 target of doubling overnight expenditure to $140 billion.
Speaking at the annual Tourism Australia industry briefing in Sydney this morning, McEvoy revealed plans to launch a global youth project in February next year to tap into the growth potential of under 30s travel to Australia.
The campaign will target under 30s visiting Australia on working holiday visas, and encourage them to extend their stay in regional areas.
Travellers from Singapore, France, and Japan will form the focus of the marketing push, along with growth markets in the UK and Italy.
Noting that the youth market currently comprises 25% of all arrivals, McEvoy branded under 30s as an “important target segment” that had significant growth potential as the firm forges ahead with its 2020 targets.
“The global youth market is important for us. They stay longer, disperse more widely, and spend an average $9000 per trip,” he told the conference.
McEvoy remained confident the youth project would put Australia “in front of the eyes” of youth travellers, but more importantly, it would encourage them to promote Australia back home.
“Not only will these people come here to work and support our tourism industry, but they will also go home, advocate our country and eventually come back,” he added.
Meanwhile, McEvoy stressed the importance of Asia in achieving its ambitious 2020 goals, but reinforced Tourism Australia’s commitment to traditional markets including the UK and Europe.
“There is no denying Asia has huge potential, but US numbers are returning to growth and the UK has held up well. We are being really active on traditional markets and haven’t looked away from them.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
backpackers mcevoy tourism tourism australia youth travelLatest News

Fiji Airways to bring South Australian’s closer to paradise with third weekly flight from Adelaide in April
Fiji Airways has made it easier than ever for South Australians to experience the beauty and adventure of Fiji with three direct flights a week from Adelaide to Nadi from April. Whether your clients are after a relaxing island escape, an adrenaline-filled adventure, or a convenient sun-baked stopover en route to global destinations, Fiji Airways […]

Bookings for Vanuatu surge as Aussies ready to support earthquake-struck tourism hotspot
In times like those Vanuatu is surfacing from, the tourism dollar goes a long way and Aussies aren't holding back.

Bullo River Station shares its first ever sustainability report
Bullo River Station, a vast 400,000-acre property in East Kimberley, has released its inaugural Sustainability Report, amidst 10-year partnerships with the Australian Wildlife Conservancy. Co-founders of Bullo River Station, Alexandra and Julian Burt, said the team’s first sustainability report indicates promising progress and evidence that the property is on track to achieve the goal they […]

‘Fortune favours the bold’: luxury brand leader Anna Burgdorf departs Flight Centre after 6 years
Anna Burgdorf has revealed that she will be leaving Flight Centre Travel Group (FCTG) at the end of this week after 6 years leading the brand and marketing division for the Group’s luxury offering. Burgdorf joined Flight Centre in September 2018 after spending 22 years at Audi Australia. After joining the company as GM marketing […]

Cruise Guru unveils Channel Nine cruise TV show featuring Ponant, Viking, NCL and more
Cruise Guru has unveiled “Your Next Cruise”, an immersive cruise TV show on Channel Nine in partnership with Australian media productions company, Proud Nomads. The first season consists of three 30-minute episodes featuring nine cruise lines – Ponant & Paul Gauguin Cruises, Viking Cruises, Coral Expeditions, Hurtigruten, Norwegian Cruise Line (NCL), Princess Cruises, Carnival Cruise […]

Explore Worldwide gives agents a chance to win an exclusive Sri Lanka famil
Adventure travel specialist Explore Worldwide has launched a new agent incentive. Travel agents can win a place on an exclusive eight-day famil trip to Sri Lanka—including 50 per cent off flights with Sri Lankan Airlines—when they book any Explore trip between 7 February and 21 March 2025. With 10 spots available, this incentive gives agents […]

Heathrow Airport to upgrade operations as part of multi-billion-pound cash injection
Heathrow Airport is about to undergo a significant upgrade as it benefits from the largest investment programme in its history. The expansion plans, revealed yesterday UK time, involve expanding terminals 2 and 5, as well as adding a third runway. The multi-billion pound investment programme is 100 per cent privately funded. The plans are part […]

Club Med announces Manveer Ramdhian as new MICE manager in Pacific
With so much on offer at a Club Med resort, Manveer's biggest task might be getting delegates to sessions on time.

Sydney Airport welcomes daily flights from Hong Kong Airlines
To top it all off, it looks like the representatives scored a cracker of a day for the celebratory photo!

Collette’s Karen Deveson on what Aussies really want from luxury
For Aussies, we're a little bit more laid back when it comes to luxury. No gold-plated cars for us, thanks!

Intrepid Travel partners with Helloworld Travel for exclusive food tour with Luke Nguyen
Vietnamese is one of our favourite cuisines, so we're headed to the Bánh mì shop for lunch in celebration.

Quark Expeditions opens its Antarctic 2026/27 season
You'd have to be Quarking mad to not have a trip like this on your bucket list.

Federal government to purchase REX Airlines if no buyers arise, Albanese says
News that is sure to ruffle some feathers in the offices of competing airlines this morning, but we're all for it!

Topdeck discounts select 2025-26 trips with up to $1,000 off
Knowing my Gen Z sister, that $1,000 saved would be headed straight to the shopping fund.

Windstar Cruises unveils ‘Basil + Bamboo’ on Star Seeker yacht
Don't worry, we're talking about a restaurant here, not the materials used to build the stunning yacht.

Captain Cook Cruises celebrates 55 years of excellence on the water in the habour city
With a view like Sydney Harbour as your office this would be a hard job to leave.

TravelManagers’ Michael Gazal: ‘Agents are spending a lot of time on bespoke trips’
If you haven't already thrown out your cookie cutter mentality, please do so now.

JP Morgan Chase grows travel offering with tech partnership
Our inner bohemian spirit strongly objects to buying travel from an investment bank. #sorrynotsorry

Helloworld celebrates Valentines Day with Air Ticket sale
Nothing gets travel agents' hearts fluttering more than discounted air fares. It is a love language.

Agents return from Sno’n’Ski Whistler and Vancouver famil
If you want to be really jealous this lunchtime, check out what these four agents got up to in Vancouver.

2025 Taipei Lantern Festival lights up Ximending
We hope our boss currently on the ground is as impressed with the snake lantern in person as we are behind the screen.

Numbers reveal how hard it REALLY is to become ATIA accredited
If you have ever failed to be accredited by ATIA then this article will make you feel better. Dust off that form!

Travel agent STILL waiting on $15k Bamboo Airways refund 16 MONTHS after carrier left Australia
This has motivated us to stop complaining about the time we got one less chicken nugget than expected.

AIME 2025 is underway!
If you're headed down to AIME we hope you brought your networking shoes because it's going to be big!

dnata spends $17m on inflight catering centre at Western Sydney Airport
Airline food has come a long was from the days you would be given a dry roll and a long strip of cheese. Time for lunch?

AYANA Bali invites guests to experience the Sacred Day of Silence
When our Balinese taxi driver informed us that it was 'time to be silent', we just assumed we were talking too much.

Brand USA launches inaugural ‘Ambassador Panel’ for ANZ agents
Interested agents need to send in a video of them singing 'Born in the USA'. Okay we made that up...

Experience Co. calls on marketing expertise of Unique Tourism Collection for Wild Bush Luxury
You no longer need to choose between experiencing bush or experiencing luxury. You can do both!

Deserts, dates and doors: Inside the secret Kingdom of Saudi Arabia
For a trip that talks the talk, we can assure you, it certainly walks the walk!

Paw-Patrol returns to Reflections Bermagui as groups boasts $3.5m economic boost
Be careful where you leave your lunch around this holiday park, there will be plenty of noses paying attention.

IAAPA Expo Asia 2025 opens exhibitor registration
The IAAPA Expo Asia, the premier amusement industry trade show in the Asia-Pacific, has opened exhibitor registrations for its 2025 event on 30 June to 3 July in Shanghai. This international extravaganza showcases the newest technological advancements and innovative solutions in the attractions industry from more than 300 exhibitors, with over 10,000 attendees expected to […]

Aussies lead the way as Singapore announces record-breaking tourism spend
As an Aussie that visited Marina Bay Sands in 2024, we like to think we did our bit.

Club Med launches second opening of its Early Bird Sale 2026
Proof that the early bird does come around twice if you hang about long enough.

Artyzen Hospitality Group announces plans for first luxury lifestyle property in Xi’an, China
Having tried Singapore, we're now all the more interested in Xi'an, China!

Cathay Pacific partners with Mott 32 for fine dining at Hong Kong Airport
It certainly beats waiting for our flight at the airport's Burger King.

Japan National Tourism Organization hosts agency events in Perth and Sydney
Trust us, Aussies don't need even more reasons to visit Japan. We're already sold!