Thursday, March 20, 2025
Australia saw a record 8 million visitors in 2024, marking a 15% increase from 2023, with tourism spending soaring to a historic $48.8 billion.
Around 1,000 tourism professionals convened at the International Convention Centre in Sydney for Tourism Australia’s annual Destination Australia conference, where the focus was on the industry’s transformation, challenges, and potential growth prospects.
Under the theme “We Are the Australian Tourism Industry,“ speakers highlighted the vital contribution of the tourism sector to Australia’s economy, which is expected to reach $220 billion by the end of the decade.
A Robust Recovery and Bright Future
Phillipa Harrison, Managing Director of Tourism Australia, shared that after navigating years of adversity, the tourism industry is now turning its attention to the future. With Australia continuing to be a highly sought-after destination for international visitors, the outlook is optimistic.
Investment Surge and Market Growth
Australia’s tourism sector is experiencing a surge in investment, underscoring confidence in its long-term prospects. The Tourism Investment Monitor reveals a record investment of $63.4 billion spread across 346 projects, positioning Australia’s visitor economy for sustainable growth in the years ahead.
For the first time in five years, Australia welcomed over eight million visitors in the past year, with 2024 arrivals up by approximately 15% compared to 2023. Visitor spending also reached a historic high of $48.8 billion.
A key announcement made during the conference was Tourism Australia’s expansion into Vietnam. This move aims to enhance trade relations with one of the world’s fastest-growing travel markets, setting the stage for ongoing growth in inbound tourism for the next decade.
Collaboration between Industry and Government
Minister for Trade and Tourism, Don Farrell, joined industry leaders in discussing new opportunities, including the rising popularity of agritourism, which is attracting international travelers seeking authentic rural experiences.
With strong demand, unparalleled investment, and strategic expansion plans, Australia’s tourism sector is well-positioned for enduring success, further solidifying its status as a premier global travel destination.
