Tourism Australia managing director Robin Mack discusses AI, Asia's growing influence and how the destination is positioning itself for the decade ahead
Tourism Australia has spoken about the need to win both “in the hearts of consumers and with machines”. What does that look like in practice as AI reshapes how travellers discover and choose destinations?
Great destination marketing connects emotionally from a place where people make decisions from the heart. Our research highlights that when visitors to Australia have an incredible experience, they share this with their friends and family back home, inspiring new visitors to travel to Australia and create lasting memories of their own. This is the creative inspiration behind Tourism Australia’s current Come and Say G’Day campaign.
At the same time, we also recognise the growing role of algorithms, search engines, booking platforms and AI in the consumer decision-making process. To be successful, it is critical that we are addressing how these technologies influence travel planning and ensuring Australia remains visible and compelling in those environments.
Asia continues to be one of Australia’s strongest growth regions. Which markets excite you most right now, and how are traveller behaviours evolving?
Australia’s tourism landscape is being reshaped by demand from Asia. In the year ending April 2026, seven of our top 10 international source markets came from the region. They include China, Singapore, India, Japan, South Korea, Hong Kong and Indonesia.
Singapore is our most mature market in the region, with high repeat visitation and sophisticated travellers. Earlier this year it surpassed 2019 visitation levels for the first time, with arrivals increasing 35 per cent year on year. Because it is such a mature market, we now have the opportunity to encourage visitors to explore beyond Australia’s gateway cities and discover regional gems, particularly around food and wine.
Vietnam is another market we’re watching closely, and this is where we’ve seen the biggest shift from a market perspective. Historically, travel has been driven by visiting friends and relatives, but we’re now seeing strong interest from a growing young, tech-savvy middle class. Visitor expenditure has doubled since 2019, reflecting increasing demand for Australian holidays.
Australia has identified luxury as a major opportunity over the next decade. What differentiates Australia’s luxury tourism offering?
Australia’s luxury offering is distinctive because it combines premium experiences with authentic connections to nature, culture and place.
Luxury can be found both in our cities and in some of the world’s most remote natural environments. Our landscapes, wildlife, First Nations cultures, food and wine, coastal journeys or luxury lodges deliver experiences that feel immersive, exclusive and restorative.
Our Signature Experiences of Australia collection, which includes Luxury Lodges of Australia, Ultimate Winery Experiences, Great Walks of Australia, Australian Wildlife Journeys and Discover Aboriginal Experiences, helps showcase this diversity.
As Australia pursues higher-yield tourism growth, how do you balance increasing visitation with protecting communities, culture and the environment?
Australia remains focused on attracting high-yield visitors who stay longer, spend more and engage more deeply with our destinations and experiences, including experiences that give back.
We also encourage visitors to travel respectfully and help protect the places and communities that make Australia special.
Earlier this year, we launched our Green is Our Gold initiative to encourage responsible travel behaviours and rally the tourism industry around a shared commitment to protecting Australia’s natural environments, cultures and local communities for future generations.
Where do you think Australia still has room to improve as a destination?
Australia already enjoys a strong reputation for its natural beauty, wildlife and as a safe, welcoming destination.
One area where we can continue improving is delivering more tailored experiences that reflect the diversity of our visitors. Whether through multilingual guides, translated digital content or culturally specific visitor services, these enhancements can make travel more accessible and enjoyable.
Our recently launched Muslim-friendly travel guides are one example of how we’re tailoring experiences to better meet international visitor needs.
Finally, what’s one thing the global tourism industry may still underestimate about Australia?
Many people still underestimate just how diverse Australia really is.
Few countries offer such diversity: from Tasmania’s snow-capped mountains and Australia’s alpine regions to the Red Centre’s desert landscapes and the tropical north’s coral reefs, rainforests and exceptional food and wine experiences.
Because of that breadth, planning an Australian holiday can be more complex than people realise, especially where self-drive itineraries are concerned. That’s where our network of more than 40,000 Aussie Specialist travel agents and industry partners plays such an important role in helping visitors design an itinerary that truly showcases everything Australia has to offer.
