Tourism

We’re a high yield market, with visitors staying long and spending big. In fact, visitors spend more per visit to Australia than anywhere else in the world. After ten years of constant growth, we welcomed almost 10 million visitors in 2019.

Australians are enjoying rediscovering our own beautiful natural landscapes as well as the best food, wine and cultural events the world has to offer. And with our borders reopen, we’re sharing our country and rich cultural traditions with the world again, bolstered by the Australian Government’s visitor economy strategy, THRIVE 2030.

Operators in Australia benefit from a strong domestic market. Australians are enthusiastic travellers and – with high vaccination rates and COVID well-managed locally - the tourism industry was buoyed over recent years by an even greater demand from Australians exploring their own backyard.

• In a typical year, Australians account for around three-quarters of total tourism spend
• Australians take more than five domestic overnight trips a year on average
• In May 2022, spending on domestic overnight trips was 33% higher than pre-pandemic levels.

Our borders are open and preliminary data on trip rates shows that recovery is now underway.

With our proximity to fast-growing markets in the Asia-Pacific, we’re well-positioned to recapture a major share of the global travel spend. Our long-term national strategy for the visitor economy, THRIVE 2030, sets out our plan to regain pre-pandemic visitor expenditure of $166 billion by 2024, and grow it to $230 billion by 2030. 

The OECD forecasts Australia’s solid track record of economic growth to continue; combined with our political stability, sound governance and transparent regulatory systems, it all makes for a safe, low-risk business environment.

International spend in Australia 2019

• A$12.0b China (+10%)
• A$4.0b USA (+6%)
• A$3.3b UK (-5%)
• A$2.6b NZ (+2%)
• A$2.0b Japan (+11%)

We’re also ranked number one globally for our natural experiences. From pristine rainforests to spectacular beaches and vast outback plains, Australia’s stunning natural landscapes offer something for every traveller. Our diverse and unique ecosystems are home to a huge variety of plants and wildlife, much of which is found nowhere else on earth. This precious natural heritage is protected in thousands of parks and conservation reserves that dot the country.

As a leader in ecotourism, Australia offers abundant opportunities for businesses looking to offer nature-based experiences. With such an expansive natural environment – including a continuous coastline stretching some 30,000 kilometres – innovative businesses have the chance to look beyond familiar destinations to craft travel experiences that are new and truly unique.

Austrade supports the tourism industry to innovate and build long-term sustainable growth.

Tourism Australia supports tourism businesses by attracting international visitors to Australia.

The Australian Tax Office’s New Investment Engagement Service gives tailored guidance on tax issues to businesses planning significant new investments in Australia.