Tourism Australia updates strategic plan

Australia, 5th August: Tourism Australia has released Tourism 2035, a new 10-year strategic plan, aiming at creating future demand and competitiveness for Australia as a destination internationally and supporting the nation’s tourism sector.

The new Tourism 2035 targes to grow total overnight high yield traveller spend to between A$61 billion (US$39.7 billion) and A$69 billion (US$44.9 billion) by 2035.

Ten key global factors influencing future demand for Australia’s tourism offering had been identified at Tourism 2035: 1) High yield competition; 2) The Asian Century continues; 3) Breadth drives choice; 4) The massive potential of major events; 5) The future of flight; 6) The era of volatility; 7) Multiple paths of purchase; 8) Attention fragmentation; 9) Rise in travel for good; 10) Natural desire.

Tourism Australia Managing Director, Robin Mack, 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. The goal is for Australia to double the expenditure generated by high yield travellers to as much as A$69 billion by 2035.”

In 2025, international visitors contributed A$57 billion (US$37.1 billion) in total overnight spend, of which A$33 billion (US$21.5 billion) were generated by Tourism Australia’s strategic targeting of high yield travellers in the marketing.