Tourism Australia leads its largest delegation ever to ILTM Asia Pacific this week, fielding 13 exhibitors specialising in bespoke and exclusive experiences that best cater to high-yield travellers. The move underscores Australia’s high regard for the Asian source market and reflects intention to grow its network of luxury partners in the region.
Jennifer Doig, regional general manager, South and South East Asia, Tourism Australia, told TTG Asia that the region here “is a highly valuable market for Australia’s luxury travel industry”.
She noted a market research that identified Asia-Pacific as the fastest-growing luxury travel market, with an expected CAGR of 9.6 per cent from 2025 to 2030.
“This holds a huge growth opportunity for Australia’s travel industry, and Tourism Australia continues to focus on high-yield markets in this region including China, India and Singapore,” Doig stated.
Doig regards the annual luxury travel trade show, which connects luxury tourism specialists with advisors representing high net-worth travellers based in Asia-Pacific, as a “good opportunity for Tourism Australia and our partners to meet more buyers in this ever-growing traveller segment”.
“ILTM Asia Pacific enables us to connect with the expanding luxury travel trade in Asia, introduce Australia’s newest premium tourism offerings, and showcase Australia’s unique style of luxury – where the brilliance of nature, culture, hospitality and exclusivity meet,” she added.
She shared that a diverse range of luxury experiences are represented at the Australia pavilion this year, comprising Tourism Australia, Signature Experiences of Australia, State Tourism Organisations, Australian luxury travel providers, and luxury lodges across the country.
“With China representing a significant segment of growth in luxury travel out of Asia and a large delegation at ILTM Asia Pacific, we also present two Tourism Australia booths at our pavilion this year – Tourism Australia South East Asia as well as Tourism Australia China, for dedicated engagement with Chinese luxury buyers at the event,” she said.
Tourism Australia’s cultivation of the Asian luxury source market extends beyond ILTM Asia Pacific.
“Tourism Australia offices in Asia are strategically placed to engage our luxury partners through hosted fam trips, as well as the dedicated annual Australian Tourism Exchange Luxe Programme. Through our partners, we are able to build more premium offerings into bespoke itineraries for the affluent travellers of Asia,” detailed Doig, adding that “unparalleled experiences in Australia’s incredible landscapes and attractions” are conveniently highlighted in the organisation’s Signature Experiences of Australia programme.
Signature Experiences of Australia features seven bespoke collectives: Luxury Lodges of Australia, Great Golf Courses of Australia, Ultimate Winery Experiences, Discover Aboriginal Experiences, Cultural Attractions of Australia, Great Walks of Australia, and Australian Wildlife Journeys.
Doig believes that destination Australia is in a position of power as affluent travellers today prioritise well-being and wellness experiences. The latest luxury travel trends unveiled by Visa Business and Economic Insights at the Opening Forum for ILTM Asia Pacific 2025 on June 30 stated that 65 per cent of travellers book spontaneous wellness treatments on holidays while 54 per cent rate immersion in nature as a new type of wellness travel.
“What luxury travellers are looking for aligns with the experiences that Australia prides itself on offering – safe travel, wellness retreats, and stunning natural landscapes that can’t be found anywhere else in the world,” she said.
