Tourism Australia has unveiled its Tourism 2035 strategy, outlining a 10-year roadmap to grow international demand and double overnight spending by high-yield visitors to A$69 billion (US$69 billion) by 2035.
According to the latest figures, international visitors contributed A$57 billion in overnight spending over the past year, with A$33 billion generated by Tourism Australia's strategic focus on high-yield travellers.
The plan comes at a time when “global competition has never been fiercer”, said Tourism Australia managing director, Robin Mack.
“Our vision is for Australia to be the first destination every traveller dreams of, and the one they ultimately choose.”
Over the next three years, Tourism Australia will focus on four priorities.
Matching marketing to AI and digital platforms to ensure Australia is recommended by search engines, algorithms and generative AI tools, as well as through traditional consumer marketing
Promoting Australia's breadth of experiences through multi-destination itineraries
Leveraging major events, including preparations for the Brisbane 2032 Olympic Games, to drive wider visitation across the country
Strengthening Australia's luxury positioning, centred on nature, exclusive experiences and meaningful connections rather than traditional notions of luxury
The plan also identifies 10 global trends shaping travel demand, including increased competition for high-yield travellers, Asia as a key driver of future tourism growth, volatile flight connectivity, alongside changing traveller expectations, evolving booking paths, demand for sustainable travel and growing interest in authentic nature-based experiences.
“The Asian Century, the future of flight, rise in travel for good, the massive potential of major events and breadth of experiences driving choice are five of the factors Australian tourism will encounter over the next decade,” Tourism Australia EGM Strategy and Culture, Robert Dougan, said.