Australia is shifting its tourism strategy towards the growing Asian travel market, responding to changing visitor trends and expanding aviation links.
The updated approach – balancing growth in Asia with continued engagement in Western markets – was outlined on April 28 at the Australian Tourism Exchange (ATE25) in Brisbane, a four-day event featuring a record 1,600 sellers and 726 global buyers, aimed at driving international visitation in both the short and long term.
Tourism Australia managing director Phillipa Harrison presented the plan, noting that arrivals from Asian markets doubled between 2010 and 2019, with a further 50 per cent increase projected by 2035.
“We’re casting our minds now to 2035 and thinking about the sustainable growth of the tourism industry,” Harrison told 68 international media representatives from 17 countries.
“The Asian century continues. Our Western markets are still going to be incredibly important to us going forward, but they’re just growing at a slower rate. That is something that we’re mindful of,” she added.
Australia recorded 8.3 million international arrivals in the past year, up nine per cent year-on-year and 82 per cent compared to two years ago. Growth has been driven by visitors from India, Japan, and South Korea, supported by new direct flights to Broome, Darwin, and Cairns.
While Australia’s 15 core source markets, including New Zealand, China, the UK, and the US, remain strong, Harrison confirmed Vietnam will be added as the 16th core market this year. “We’re going into Vietnam for the first time in a long time and starting to build our connections with that incredible country,” she said.
Holiday visitation grew by 14 per cent over the past year, making it the fastest-growing segment, as confidence in longhaul travel to Australia returns.
Tourism Australia’s future focus areas will also include agritourism, attracting high-yield travellers, and harnessing social commerce, supported by 364 new experiences and infrastructure projects currently in development.
