Tourism Australia unveils 10-year strategy to lift high-yield visitor spending

Tourism Australia has released its Tourism 2035 strategy, setting out a 10-year plan to strengthen Australia’s competitiveness and grow international demand.

The strategy aims to increase overnight spending by high-yield international travellers to between A$61 billion (US$39.7 billion) and A$69 billion by 2035, supporting the continued growth of Australia’s tourism sector.

Over the next three years, Tourism Australia will focus on four priorities: adapting marketing for AI-driven search and discovery, promoting Australia’s breadth of experiences, leveraging major international events such as the Olympics, and positioning Australia as a destination for nature-based luxury travel.

The strategy also identifies 10 global trends expected to shape tourism over the next decade, including stronger competition for high-yield travellers, growing demand from Asian markets, evolving booking behaviour, the impact of geopolitical and climate uncertainty, and increasing interest in sustainable and nature-based travel.

According to the latest figures, international visitors generated A$57 billion in overnight spending over the past year, with A$33 billion attributed to high-yield travellers targeted through Tourism Australia’s marketing. International tourism also supports more than 360,000 tourism businesses and over 720,000 jobs across Australia.

Robin Mack, managing director, Tourism Australia, said: “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.

“Our vision is for Australia to be the first destination every traveller dreams of, and the one they ultimately choose.”

Robert Dougan, executive general manager, strategy and culture, Tourism Australia, added:

“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.”