Australia’s tourism industry is looking towards the future with the release of Tourism 2035, a new national strategy designed to guide the growth and development of the visitor economy over the next decade.
Released at Tourism Australia industry briefings in Brisbane and Cairns earlier this month, Tourism 2035 provides a forward-looking roadmap for strengthening Australia’s position as a world-class tourism destination while focusing on high-value visitors, memorable experiences, sustainability, connectivity and the opportunities created by major events.
For tourism operators, destination organisations, accommodation providers, airlines, attractions and other businesses across the visitor economy, the strategy offers valuable insights into how Australia can build a more competitive and resilient tourism industry through to 2035.
A New Vision for Australian Tourism
Tourism is an important contributor to Australia’s economy, supporting businesses, jobs, regional communities and destinations across the country.
Tourism 2035 recognises that the next decade will bring significant changes to the way people travel, what visitors expect and how destinations compete internationally.
Rather than focusing simply on increasing visitor numbers, the strategy places greater emphasis on growing high-value tourism and encouraging visitors to stay longer, spend more and experience more of what Australia has to offer.
This creates opportunities for destinations to develop experiences that showcase Australia's unique natural landscapes, culture, food, events, wildlife, cities and regional communities.
For travellers, this approach could lead to an even greater choice of distinctive Australian experiences as destinations and tourism businesses respond to changing visitor expectations.
Major Events as a Tourism Opportunity
Major events are identified as an important opportunity for Australia's visitor economy.
Sporting competitions, cultural festivals, entertainment programs, business events and international conferences can attract visitors who may otherwise not have travelled to a particular destination.
Events also provide an opportunity to encourage visitors to extend their stay and explore the surrounding region.
Queensland provides a strong example of the potential of major events, with Brisbane, the Gold Coast, Cairns and destinations across the state hosting an increasingly diverse calendar of international and national events.
The Tourism 2035 focus on major events is particularly relevant as Australian destinations compete to attract visitors and business travellers in an increasingly competitive global tourism market.
Connectivity Will Shape the Visitor Economy
International and domestic connectivity remains fundamental to Australia's tourism future.
As an island continent, Australia depends heavily on aviation and other transport connections to bring visitors into its major gateway cities and connect them with regional destinations.
Tourism 2035 highlights the importance of connectivity as Australia seeks to make travel easier and strengthen links between international markets and Australian destinations.
Improved air services, stronger domestic connections and better transport infrastructure can help visitors move beyond Australia's major cities and discover regional and remote destinations.
For tourism operators, improved connectivity can open new markets and make it easier for travellers to include multiple destinations within one Australian holiday.
Sustainability Becomes Even More Important
Sustainability is another key consideration for Australia's tourism future.
Travellers increasingly want meaningful experiences that respect the environment and contribute positively to local communities.
Australia is particularly well positioned to respond to this demand because of its extraordinary natural attractions, from the Great Barrier Reef and tropical rainforests to ancient landscapes, beaches, national parks and unique wildlife.
Tourism 2035 provides an opportunity for the industry to consider how these assets can be protected while continuing to provide memorable visitor experiences.
Sustainable tourism is not simply about reducing environmental impacts. It can also involve supporting local communities, celebrating regional produce and culture, protecting natural attractions and ensuring destinations remain enjoyable for future generations.
Creating More Distinctive Destination Experiences
One of the most exciting opportunities for Australian tourism is the continued development of distinctive destination experiences.
Australia is much more than its internationally recognised gateway cities.
Sydney, Melbourne, Brisbane, Perth, Adelaide, Hobart and Darwin provide important entry points, but Australia's tourism story extends into regional towns, coastal communities, wine regions, tropical destinations, the outback and remote landscapes.
Developing compelling experiences can encourage travellers to explore beyond traditional tourism routes.
Food and wine, Aboriginal culture, nature-based tourism, adventure, wellness, wildlife, arts, heritage and regional events all have the potential to contribute to a richer Australian visitor experience.
Queensland at the Heart of Tourism’s Future
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| Tourism and Events Queensland |
Queensland tourism leaders provided an important local perspective during the Tourism Australia industry briefings held in Brisbane and Cairns.
Queensland attendees had the opportunity to participate in exclusive question and answer panels featuring senior Tourism and Events Queensland representatives, including Chief Executive Officer Craig Davidson and Group Executive Commercial and Partnerships Ollie Philpot.
The sessions provided an opportunity for industry representatives to hear directly from tourism leaders and explore issues affecting the future of Queensland's visitor economy.
Queensland is particularly well placed to benefit from the opportunities outlined in Tourism 2035.
The state combines internationally recognised destinations with a diverse range of tourism experiences, including the Great Barrier Reef, tropical North Queensland, the Whitsundays, the Gold Coast, Brisbane, the Sunshine Coast and regional Queensland.
Brisbane and Cairns Showcase Different Sides of Australia
Holding Tourism Australia briefings in both Brisbane and Cairns was particularly significant because the two Queensland destinations demonstrate the diversity of the Australian tourism experience.
Brisbane is a sophisticated riverside capital with a growing reputation for food, culture, major events, business events and leisure tourism.
Cairns provides access to some of Australia's most internationally recognised natural attractions, including the Great Barrier Reef and Wet Tropics rainforest.
Together, the destinations demonstrate how Australia's tourism future can combine major urban centres with nature-based and regional experiences.
A Strategy for Tourism Operators and Industry
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| Tourism and Events Queensland |
Tourism 2035 is not simply a document for government and destination marketing organisations.
Its direction has relevance for tourism businesses across Australia.
Hotels and resorts can consider how to create longer-stay experiences. Tour operators can develop new products that connect visitors with local communities and environments. Attractions can explore sustainable operations and new visitor experiences. Regional destinations can work to improve connectivity and build stronger reasons for travellers to stay longer.
The strategy also provides an opportunity for businesses to think beyond traditional tourism markets.
High-value tourism can involve attracting visitors who are interested in premium experiences, business events, nature, culture, food, wellness, adventure and longer Australian holidays.
The Next Ten Years of Australian Tourism
The tourism industry is entering a decade of significant opportunity and change.
Tourism 2035 provides a national framework for thinking about how Australia can grow its visitor economy while protecting the qualities that make the country distinctive.
Major events can attract new visitors. Better connectivity can make destinations more accessible. Sustainability can help protect Australia's natural and cultural assets. More compelling destination experiences can encourage travellers to stay longer and discover more of the country.
For tourism businesses and destination leaders, the challenge will be turning these opportunities into practical experiences that deliver genuine value for visitors and local communities.
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| Tourism and Events Queensland |
For travellers, the future looks equally promising.
As Australia works towards 2035, visitors can expect an increasingly diverse range of experiences designed to showcase the country's extraordinary landscapes, vibrant cities, unique culture, regional communities and world-class hospitality.
Tourism 2035 therefore represents more than a strategy for the tourism industry. It is a vision for how Australia can continue to welcome the world while creating a stronger, more sustainable and higher-value visitor economy for the decade ahead.
Tourism Australia
Website:
https://www.australia.com/
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