Tourism Australia has launched its Tourism 2035 strategy, outlining priorities to increase high-value visitor spending, strengthen competitiveness and respond to changing global
Tourism Australia has launched its new 10-year Tourism 2035 strategy. The plan aims to increase international demand, improve destination competitiveness and support long-term growth across Australia’s tourism sector.
The strategy targets total overnight high-value traveller expenditure of between AUD 61 billion and AUD 69 billion by 2035. It aims to strengthen tourism’s contribution as one of Australia’s major export sectors. Tourism Australia Managing Director Robin Mack said the strategy responds to growing global competition. It identifies key factors expected to influence traveller demand during the next decade.
“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,” Mr Mack said.
Focus on high-value international visitors
Tourism 2035 aims to position Australia as a preferred destination for travellers seeking premium experiences. The strategy focuses on increasing spending from high-value international visitors.
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“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,” Mr Mack said.
Tourism Australia reported that international visitors generated AUD 57 billion in total overnight expenditure during the previous year. High-value travellers accounted for AUD 33 billion of this amount through Tourism Australia’s targeted international marketing activities.
International tourism also supported more than 360,000 tourism businesses and over 720,000 jobs. The sector delivered economic benefits across urban areas and regional communities throughout Australia.
Four priorities shaping future tourism growth
Over the next three years, Tourism Australia will focus its marketing and distribution activities on four priorities. These areas respond to changing traveller behaviour and global market developments.
The first priority is to connect with travellers and technology platforms. Tourism Australia will ensure that artificial intelligence systems, algorithms, and digital recommendation platforms can identify Australia as a leading destination for holidays and business events. The organisation will continue to engage directly with consumers. However, it also recognises the growing importance of digital systems in influencing travel decisions.
The second priority highlights Australia’s wide range of tourism experiences. The country remains known for beaches and wildlife. However, travellers increasingly seek multiple experiences in a single trip and different ways to explore destinations.
Tourism Australia will promote the full Australian experience. This includes nature, culture, food, adventure and regional tourism offerings.
The third priority focuses on major events as drivers of tourism growth. Tourism Australia will use global attention from major events to promote Australia as a travel destination, rather than only as an event host. The organisation will also develop a national destination marketing platform connected with the Olympic Games. The initiative aims to spread the benefits of tourism across Australian states and regions.
The fourth priority focuses on creating a distinctive luxury positioning for Australia. The strategy notes that global luxury travel is moving away from traditional ideas of exclusivity and towards meaningful connections with nature and rare experiences.
Tourism Australia will highlight the country’s natural assets and unique experiences as part of its luxury tourism approach.
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Ten global factors influencing travel demand
Tourism 2035 identifies ten global factors that will influence international tourism demand and competition during the next decade.
The first factor is increasing competition for high-value travellers. Destinations worldwide are seeking to attract visitors with higher spending capacity.
The second factor is the continued growth of Asian markets. Tourism Australia expects the Asian Century to drive the next wave of tourism expansion.
The third factor is the growing importance of experience variety. Travellers increasingly want different activities, destinations and travel styles within a single journey.
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The fourth factor is the potential of major events. Tourism Australia identifies these events as opportunities to increase visitation, visitor spending and long-term destination awareness.
The fifth factor is the future of flight. Improvements in connectivity, affordability and convenience will influence destination choice.
The sixth factor is the era of volatility. Geopolitical challenges, economic uncertainty and climate-related events continue to affect traveller confidence and decision-making.
The seventh factor is the development of multiple purchase paths. Travellers now use various digital channels to research and book trips.
The eighth factor is attention fragmentation. The increasing volume of digital content and online competition makes it harder for destinations to capture traveller attention.
The ninth factor is the rise of travel for good. Demand is increasing for experiences that create positive environmental and social impacts. This aligns with Tourism Australia’s Green is Our Gold initiative, which supports responsible travel.
The tenth factor is natural desire. Tourism Australia identifies growing interest in authentic and regenerative nature experiences as an important driver of future demand.
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Technology, partnerships and responsible tourism
Tourism 2035 places technology, collaboration and sustainability at the centre of Australia’s tourism development. The strategy highlights stronger industry partnerships as essential for responding to future market changes.
Tourism Australia Executive General Manager Strategy and Culture Robert Dougan said Australia was well positioned to benefit from major global trends affecting tourism.
“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,” Mr Dougan said.
He added that Tourism Australia would focus on creating and converting demand by presenting the destination in ways that align with future travellers’ expectations.
Through Tourism 2035, Australia aims to strengthen its position in global tourism. The strategy combines high-value experiences, advanced technology, international partnerships and responsible tourism development to support future growth.