Tourism Australia has launched a new 10-year strategy aimed at strengthening Australia’s position in an increasingly competitive global tourism market.
The Tourism 2035 strategy sets a target of growing overnight expenditure from high-yield international travellers to between $61 billion and $69 billion over the next decade, building on the $33 billion generated from this segment in the past year.
Tourism Australia managing director Robin Mack said the plan was designed to create future demand for Australia by responding to changing traveller behaviour and intensifying competition.
“This strategy sets an ambitious course to create and convert demand into high-value visitation to Australia by addressing factors influencing traveller choice, through harnessing technology and fostering partnerships and collaboration across the tourism sector,” Mack said.
“Our vision is for Australia to be the first destination every traveller dreams of, and the one they ultimately choose. The goal is for Australia to double the expenditure generated by high-yield travellers to as much as $69 billion by 2035.”
The strategy identifies 10 global trends expected to shape international tourism over the coming decade, including growing competition for high-value travellers, the continued rise of Asian markets, evolving booking behaviours, geopolitical and climate uncertainty, and increasing demand for sustainable and nature-based experiences.
Tourism Australia executive general manager of strategy and culture Robert Dougan said Australia was well positioned to capitalise on these shifts.
“The Asian Century, the future of flight, rise in travel for good, the massive potential of major events and breadth of experiences driving choice are five of the factors Australian tourism will encounter over the next decade,” Dougan said.
“Tourism Australia’s efforts will be squarely focused on creating and converting demand for travel to Australia by positioning our destination offering in the best way possible. Tourism 2035 provides our industry with insight on what to be prepared for and where the opportunities lie.”
Over the next three years, Tourism Australia will focus on four priority areas: ensuring Australia is recommended by AI-powered search and discovery tools, showcasing the country’s broader range of experiences beyond its iconic attractions, leveraging major global events including the Brisbane 2032 Olympic Games to drive wider destination marketing, and developing a more distinctive luxury tourism proposition centred on nature and authentic experiences.
The strategy also highlights the growing importance of technology in travel marketing, with Tourism Australia planning to optimise its content not only for consumers but also for algorithms and AI systems that increasingly influence travel decisions.
According to the latest figures, international visitors contributed $57 billion in overnight expenditure over the past year, with Tourism Australia’s strategic marketing of high-yield travellers accounting for $33 billion of that total. International tourism also supports more than 360,000 tourism businesses and over 720,000 jobs across Australia.
Mack said a strong tourism industry delivered benefits well beyond visitor spending.
“A flourishing tourism sector delivers benefits far beyond economic impact. It creates jobs in both urban and regional areas, supports businesses large and small, helps to protect our natural and cultural assets and builds resilient communities across the nation.”
