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Over the past five decades Australia has grown from a destination attracting 220,000 overseas visitors and contributing $74 million annually to one that welcomed, in 2016, over eight million visitors a year who spent $39 billion.

Australia’s success as a destination has been built on the combination of our world class natural beauty and unique wildlife as well as our welcoming people and exceptional food and wine.

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About the Australian Tourism Industry Council

Australian Tourism Industry Council (ATIC) is the national representative body of Australia’s various state and territory Tourism Industry Councils. As a leading voice for the Australian tourism industry, ATIC represents over 9,000 tourism business operators from across the country.

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Bulletin – December 2022 Australian Economy The Recovery in the Australian Tourism Industry

8 December 2022

Angelina Bruno, Kathryn Davis and Andrew Staib [*]

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The Australian tourism industry is gradually recovering from the COVID-19 pandemic that brought global travel to an unprecedented standstill. International tourism fell sharply in early 2020 and has only slowly recovered since restrictions were lifted in the first half of this year. By contrast, domestic tourism spending bounced back quickly as local restrictions eased and is now above pre-pandemic levels. This article outlines the recovery in the Australian tourism industry following the pandemic, the challenges the industry has faced in reopening, and the uncertainties around the outlook for the tourism industry over the next few years.


Restrictions to contain the spread of COVID-19 and precautionary behaviour by consumers significantly disrupted the movement of people both domestically and internationally during the pandemic period. This had a devastating impact on many Australian businesses that provided services to domestic or international tourists. Nevertheless, many of these businesses have shown considerable resilience and flexibility, aided by a range of government support packages, and are now expanding to service the recovery.

This article presents a snapshot of the tourism industry through the pandemic, before focusing on the recovery over the past year. While international tourism is recovering only slowly, domestic tourism spending has rebounded strongly – to above pre-pandemic levels – as many Australians have chosen to take domestic rather than overseas holidays. The article draws on information from the Bank’s regional and industry liaison program to discuss the challenges the tourism industry has faced in meeting this sudden increase in demand, and the outlook for tourism activity over the next few years. Many tourism businesses have found it difficult to quickly scale up to meet demand, and these supply constraints have limited tourism activity and led to higher prices. Looking ahead, a continued recovery in tourism activity is expected as supply-side issues are gradually resolved and international tourism picks up further. However, there are a number of uncertainties around the timing and extent of this recovery.

International tourism

The onset of the COVID-19 pandemic led to a sharp drop in international tourism, as governments around the world implemented travel and border restrictions (Graph 1). In April 2020, international tourism arrivals declined globally by around 90 per cent and Australia’s international tourist arrivals effectively came to a standstill for several months.

The timing and extent of the recovery in international tourism has been uneven across the world, as national governments removed restrictions at a different pace. Globally, international tourism arrivals picked up to be around three-quarters of their pre-pandemic levels by September 2022. In Australia, international tourist arrivals rose slightly in mid-2021 under the temporary operation of the Australia–New Zealand travel bubble, and also in November 2021 as border restrictions eased in some parts of the country. However, it wasn’t until February 2022 – when Australia removed border restrictions for vaccinated persons – that arrivals began to substantially pick up. Since July 2022, people have been able to travel to and from Australia without being required to declare their vaccination status.

Short-term overseas arrivals to Australia (which include tourists but also those visiting for less than 12 months for business, education and employment purposes) picked up to be around half of pre-pandemic levels by September 2022 (Graph 2). However, short-term departures of Australian residents have picked up more quickly than short-term arrivals of overseas visitors, and so the net outflow of travellers has been larger than pre-pandemic levels in recent months.

Reasons for travel

The recovery in short-term travel to and from Australia has been particularly pronounced among those visiting friends and relatives (VFR) (Graph 3). VFR accounted for just over half of all international visitors’ spending over the year to June 2022, whereas it accounted for just under one-fifth in 2019 (Table 1). Short-term travel for business and education purposes has also picked up. However, the recovery in outbound business travel (including conventions and conferences) has outpaced inbound business travel, with relatively few major business events held in Australia in 2022. Short-term travel for employment reasons has almost fully recovered to its 2019 levels. By contrast, the number of visitors arriving in Australia for holidays has picked up only slightly, to be around one-third of its pre-pandemic level (holiday visitors accounted for only 10 per cent of international visitor spending over the year to June 2022, compared to nearly 40 per cent in 2019).

Working holiday makers and international students who are in Australia for more than a year are not included in the short-term arrivals data, but they make a significant contribution to tourism spending. According to Hall and Godfrey (2019), visitors who state the main purpose of their trip as education stay longer and spend more than leisure and business tourists. International students and individuals on working holiday visas have a high propensity to travel within Australia, and often their friends and relatives come to visit. The number of international students and working holiday visa holders in Australia has risen to be around two-thirds and one-half of their pre-pandemic levels in the September quarter of 2022, respectively.

The recovery in international visitors to Australia has been uneven across source countries, reflecting both travel restrictions and the quicker recovery in VFR relative to other types of travel (Graph 4). The recovery in the number of visitors from India, New Zealand and the United Kingdom has been faster than for other countries, possibly due to the close relationships residents from those countries have with Australian residents (in the 2021 Census, England and India were the top two countries of birth for Australian residents, other than Australia). While there has been a notable pick-up in people from India visiting friends and relatives, there has also been a pronounced recovery in the number of Indian students coming to Australia. By contrast, the number of Chinese visitors remains more than 90 per cent below pre-pandemic levels, due to ongoing travel restrictions to control the spread of COVID-19 in China. This is significant for the Australian tourism sector as, prior to the pandemic, Chinese visitors were the largest source of tourist spending and contributed around 20 per cent of total leisure travel exports in 2019 (or nearly 30 per cent if education-related travel is included).

Domestic tourism

Domestic tourism activity was severely disrupted by the COVID-19 pandemic, due to the introduction of strict restrictions on household mobility (‘lockdowns’) across the country in March 2020 (Graph 5). At the same time, a number of states and territories implemented interstate border restrictions and quarantine arrangements. As a result, domestic tourist visitor numbers declined sharply. By April 2020, domestic tourist numbers were less than 20 per cent of pre-pandemic levels.

The first lockdown ended for most parts of the country by the end of May 2020, although some restrictions on household activity and state border closures remained in place for an extended period of time. Melbourne re-entered lockdown for much of the second half of 2020. By the end of that year, however, a number of states and territories had eased restrictions and reopened domestic borders, allowing domestic visitor numbers to recover to around 80 per cent of pre-pandemic levels over the 2020/21  summer and the 2021 Easter holidays (Graph 6).

A third major disruption emerged in mid-2021, as a sharp rise in the number of Delta-variant cases led to the reintroduction of lockdowns in New South Wales, Victoria and the ACT. Around half of the Australian population were under significant restrictions for most of the September quarter of 2021 and domestic visitor numbers declined to around 40 per cent of pre-pandemic levels.

Domestic tourism numbers rebounded again during the 2021/22  summer holidays as health restrictions eased once more, but not to the levels of the previous year; the Omicron outbreak in early 2022 tempered activity somewhat. As concerns about Omicron abated, domestic visitor numbers again recovered, and have been around 85 per cent of pre-pandemic levels since Easter 2022.

While domestic visitor numbers remain below pre-pandemic levels, total domestic tourism spending and the average spend per visitor have been above pre-pandemic levels since March 2022. Some liaison contacts report that domestic travellers are staying longer than they did before the pandemic and spending patterns have become more like those on overseas holidays, with domestic tourists spending more on tours and experiences to explore Australia. This higher spending also reflects an increase in domestic travel prices (see below).

The recovery in domestic tourism spending in 2022, to around or above pre-pandemic levels, is evident in all states and territories (Graph 7). Naturally, states that experienced longer and stricter COVID-19 restrictions had much more significant declines in tourism activity over 2020 and 2021. Western Australia experienced the least disruption to the tourism industry, partly due to having fewer restrictions on movement, but also because the closed state border meant that more Western Australians were holidaying in their own state. In recent months, the Northern Territory and Queensland have been the recipients of domestic tourism spending well above 2019 levels, perhaps because these travel destinations are regarded as closer substitutes for overseas holidays.

Travel to regional areas recovered more quickly and fully than travel to capital cities (Graph 8). Regional areas were less affected by lockdowns and liaison suggests that travellers preferred to avoid more densely populated areas. There was also a shift towards driving holidays, which has greatly benefited regions within two to three hours’ drive from capital cities.

Challenges in reopening the Australian tourism industry

While pandemic-related declines in domestic and international tourism weighed heavily on the Australian tourism industry, many businesses have proved resilient and have experienced a strong rebound in demand from domestic tourists in recent months. Nevertheless, many businesses have found it difficult to scale up to meet this demand, and supply constraints have acted to limit tourism activity and led to higher prices.

In 2022, the biggest constraint on the recovery in tourism activity has been difficulty finding sufficient labour to service tourism demand. The tourism industry lost a large number of experienced staff during the pandemic – and so when domestic tourism recovered, the sector had to rapidly hire workers in a tight labour market. Online advertisements for tourism jobs rose to record highs by mid-2022 (Graph 9). These jobs have been difficult to fill. Liaison contacts have suggested that many of the Australians who had worked in the tourism industry prior to the pandemic have since found jobs in other industries. Moreover, many tourism-related jobs had previously been filled by international students and, particularly in regional locations, working holiday makers – many of whom left Australia during the pandemic and have been slow to return. On top of the difficulties in attracting and retaining staff, illness-related absenteeism has been elevated more broadly through 2022.

Tourism businesses in many regional areas have had additional difficulties attracting staff, partly due to a shortage of housing. An increase in net migration to these areas has contributed to very low rental vacancy rates in many popular tourist areas. In response, some holiday accommodation providers have resorted to housing their own staff.

There have also been some changes in consumer behaviour resulting from the pandemic that have made it harder for tourism businesses to plan and have sufficient staff available to meet demand. Trends such as increased working from home and a reduction in business-related day trips have created a larger gap between peak and off-peak periods for many tourism businesses. There are also sharper peaks and troughs in demand because there are fewer international tourists, who often travel at different times to domestic travellers (e.g. filling accommodation mid-week and outside school holidays). Booking lead times substantially shortened during the pandemic, though there is some evidence that perhaps these are lengthening out again. Nevertheless, booking lead times have always been shorter for domestic travel than international travel, so the change in the composition of travellers has made it more difficult for tourism businesses to plan ahead.

While labour has been a constraint across most of the tourism industry, a lack of capital equipment has been an additional constraint for some businesses. Many tourism-related businesses sold off or retired vehicles, boats, aircraft and other equipment during the pandemic when they could not operate and were in need of cash (Grozinger and Parsons 2020). The sudden and stronger-than-anticipated recovery in domestic tourism in 2022, combined with supply chain issues delaying the manufacture and delivery of new equipment and vehicles, has meant that many businesses did not have the capital equipment they need to service the increase in demand.

These supply-side constraints (in both labour and capital) have limited the tourism industry’s ability to ramp up to meet demand. Liaison suggests many tourism operators are operating below their previous capacity – for example, many have had to limit their operating hours because of lack of staff, and some accommodation providers have not been able to offer all their rooms for booking as they do not have enough staff to service them. Labour shortages and supply chain delays have also weighed on aviation capacity and contributed to a decline in domestic airlines ‘on-time performance’ over 2022 (Graph 10).

Similar constraints are also weighing on the recovery in international tourism. Contacts suggest that the recovery has been held back by limited flight availability, the higher cost of travel insurance and, in many cases, the higher cost of flights. Liaison contacts have indicated that delays in visa issuance in 2022 have also been a barrier for those seeking to travel to Australia. Over the past few months, however, visa processing times have shortened somewhat, and visa processing for applicants located overseas – including applicants for visitor, student and temporary skilled visas – have been given higher priority to allow more people to travel to Australia (Department of Home Affairs 2022).

The supply-side constraints in the tourism industry, combined with a strong pick-up in domestic demand and the higher cost of inputs such as fuel, have led to a sharp increase in domestic travel prices (Graph 11). Liaison contacts suggest that consumers have been relatively accepting of price rises for services essential to travel, such as accommodation. However, smaller operators – particularly in highly discretionary services, such as tours – have had less scope to increase their prices, and their margins have been squeezed by the higher costs of inputs such as food, fuel, energy and insurance costs. Prices for overseas travel have also increased significantly in recent quarters, as demand for flights has outstripped capacity, alongside rising jet fuel costs and increases in prices for international tours (ABS 2022).

The outlook

Looking ahead, tourism activity is expected to continue to recover as supply-side issues are slowly resolved and international tourism picks up further. Most liaison contacts suggest a full recovery will not occur until at least mid-2023; many expect it to take a few more years. There are a number of factors that will affect the timing and extent of the ongoing recovery in tourism, including:

  • The easing of supply-side constraints : It is unclear how long it may take for some of the supply-side constraints in the industry to ease, including whether planned changes in flight availability will be sufficient to meet changes in demand, and whether the sector will be able to fill more job vacancies over time and as migration returns.
  • The return of international students and working holiday visas : Many people have recently had working holiday visas approved and are expected to arrive over the coming year. Liaison contacts also expect international student numbers to increase over the next few years. The return of working holiday and student visa holders will increase demand for tourism services, and will likely alleviate labour shortages as they take jobs in the sector.
  • Australians’ preferences for domestic and international travel : Demand for Australia’s tourism services may decline if Australians’ preference for overseas rather than domestic holidays picks up before international inbound tourism demand increases further. It is possible that cost-of-living pressures, combined with the higher cost of international travel, could lead Australian households to continue to prefer domestic holidays for a time. Nevertheless, many households have significant savings and pent-up demand for international travel after planned trips have been deferred over the past few years.
  • The global economic outlook : Global economic conditions and the exchange rate affect decisions about whether to travel the long distance to Australia (as they have in the past) (Dobson and Hooper 2015). Financial concerns and the rising cost of living could make expensive, long-haul travel less attractive.
  • The timing and extent of recovery in Chinese tourism : As noted above, China accounted for a large share of tourism spending prior to the pandemic. The outlook for Chinese tourism (and international students from China) remains highly uncertain and will depend on a number of factors, including China’s policies to restrict the spread of COVID-19 , the outlook for the Chinese economy and the travel preferences of Chinese tourists more generally.

Restrictions to contain the spread of COVID-19 and precautionary behaviour significantly disrupted the movement of people both domestically and internationally throughout the pandemic. Since restrictions have eased, international travel has been slow to recover, but domestic tourism spending has rebounded to be above pre-pandemic levels and many tourism service providers are currently operating at capacity. Looking ahead, tourism activity is expected to continue to recover, as supply-side issues are slowly resolved and international tourism picks up further. Australia remains an attractive destination for both domestic and international tourists, and the resilience and flexibility demonstrated by Australian tourism businesses in recent years bode well for the opportunities and challenges that lie ahead.

The authors are from the Regional and Industry Analysis section of Economic Analysis Department. The authors are grateful for the assistance provided by others in the department, in particular Aaron Walker and James Holloway. [*]

ABS (Australian Bureau of Statistics) (2022), ‘Main Contributors to Change’, Consumer Price Index , June.

Department of Home Affairs (2022), ‘Visa processing times’, viewed 14 November 2022. Available at <>.

Dobson C and Hooper K (2015), ‘ Insights from the Australian Tourism Industry ’, RBA Bulletin , March, pp 21–31.

Grozinger P and Parsons S (2020), ‘ The COVID-19 Outbreak and Australia’s Education and Tourism Exports ’, RBA Bulletin , December.

Hall R and Godfrey A (2019), ‘Edu-tourism and the Impact of International Students’, International Education Association of Australia, 3 May.

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Managing Australian Destinations

Australian Butterfly Sanctuary • Birdworld Kuranda • Cairns ZOOM and Wildlife Dome • Cruise Whitsundays • Divers Den • Doubletree by Hilton Cairns • Frankland Islands • Kuranda Koala Gardens • Novotel Cairns Oasis Resort • Pullman Cairns International • Pullman Reef Hotel Casino • Queensland Rail/Kuranda Scenic Railway • Rainforestation Nature Park • Reef Unlimited • Rydges Esplanade Cairns • Sealink Queensland • Tropic Wings Coach Tours • Wildlife Habitat

Aroona Luxury Boat Charters • Back Country Bliss Adventures • Bay Village Tropical Retreat • Bay Villas Resort • Brett’s Outback Tasting Adventures • Cairns Adventure Group • Dundee's Restaurant on the Waterfront • Elysian Retreat • Exemplar Coaches & Limousines • Fitzroy Island Resort • Lizard Island • Mandingalbay Ancient Indigenous Tours • Mike Ball Dive Expeditions • Nautilus Aviation • Ocean Free & Ocean Freedom - Cairns Premier Reef & Island Tours • Ochre Restaurant & Catering • Passions of Paradise • Pinnacle Tourism Marketing • Pioneer Travel Service • Sailaway Port Douglas • Thala Beach Nature Reserve • The Meridian Port Douglas • Villa San Michele

No Limit Adventures

Reef Information Visitor Centre • The Outback Queensland Tourism Association • Tourism Port Douglas Daintree • Tourism Tropical North Queensland • Tourism Whitsundays • Townsville Enterprise

Tourism and Events Queensland

Cairns Aquarium • Coral Expeditions • Crystalbrook Collection • Down Under Cruise and Dive • Entrada Travel Group • Hamilton Island • Hartley's Crocodile Adventures • Pacific Hotel Cairns • Paronella Park • Red Cat Adventures

Accor • Event Hotels & Resorts • IHG Hotels Management (Australia) Pty Ltd • Journey Beyond • TFE Hotels • Voyages Indigenous Tourism Australia

Crocosaurus Cove

Darwin Harbour Cruises • Kakadu Tourism • Metro Advance Apartments & Hotel Darwin

Alice Springs School of the Air Visitors Centre (ASSOAVC) • Atrip (Uluru & Darwin Chinese Tour) • Curtin Springs • Davidson's Arnhemland Safaris • ethical adventures • Mulgas Adventure Tours • Nitmiluk Tours • Outback Ballooning • Territory Rent a Car • Top End Marketing Co. • Walk Darwin

Tourism Central Australia • Tourism Top End

Accor • Event Hotels & Resorts • IHG Hotels Management (Australia) Pty Ltd • Journey Beyond • SeaLink Marine & Tourism • TFE Hotels

South Australian Tourism Commission

G’day Group • Majestic Hotels • The Wilderness Group

Bunnik Travel • Diverse Travel Australia • Expanding Horizons (Aust) Pty Ltd • The Tailor • Tranquil Travel Service

Crowne Plaza Adelaide • Holiday Inn Express Adelaide City Centre • Hotel Indigo Adelaide Markets • Journey Beyond Rail Expeditions • Mount Lofty House • Rockford Adelaide • Sofitel Adelaide • The Playford, Adelaide

A Taste of South Australia • Adelaide Oval • Arkaroola Wilderness Sanctuary • Banrock Station • Coonawarra Experiences • Exceptional Kangaroo Island • Gemtree Wines • Kangaroo Island Ocean Safaris • Longview • McLaren Vale Motel & Apartments • Murray River Trails • National Wine Centre of Australia • North Adelaide Heritage Group • Oceanview Eco Villas • Off Piste Tours • Rawnsley Park Station • SA Eco Tours • Sacred Earth Safaris • Shottesbrooke • Small Batch Wine Tours • Southern Cultural Immersion • Taste the Barossa • Temptation Sailing • The Frames • Untamed Escapes • Wirra Wirra Vineyards • Zoos South Australia

Australia-Naturally Travel • Across Australia • Journey Beyond Holidays

Adelaide Economic Development Agency • City of Onkaparinga • Fleurieu Peninsula Tourism • Limestone Coast Local Government Association

Accor • Brisbane Airport Corporation • Currumbin Wildlife Sanctuary • Event Hotels & Resorts • IHG Hotels Management (Australia) Pty Ltd • Journey Beyond • Koncept Konnect • Minor Hotels • Royal on the Park Hotel • TFE Hotels • Village Roadshow Theme Parks • Wyndham Hotels & Resorts South East Asia and Pacific Rim

ANZCRO • Flight Centre Travel Group Limited • H.I.S. Australia

Bond University • Ecotourism Australia • TAFE Queensland • Tourism and Events Queensland • University of Queensland

Hotel Grand Chancellor Australia • The Star Gold Coast

Ausino Tourism • F.I.T. Travel Australia • H2Oz Travel • One Pacific • Quadrant Australia • Travello

Amora Hotel Brisbane • Crowne Plaza Surfers Paradise • Kingfisher Bay Resort Group • Novotel Surfers Paradise • QT Gold Coast Hotel • Rydges Gold Coast Airport • The Breakers Absolute Beachfront Apartments • voco Brisbane City Centre • voco Gold Coast

Anita Clark Tourism • Aquaduck Gold Coast and Sunshine Coast • Australian Sunset Safaris • Australian Tourism Data Warehouse • Catch A Crab • Conxion Airport Transfer • Cultural Attractions of Australia • Discover Ipswich • Floating Images Hot Air Balloon Flights Australia • Great Australian Experiences • Harbour Town - Gold Coast • Lady Elliot Island Eco Resort • Lady Musgrave Experience • Maleny Botanic Gardens & Bird World • Mirimar Cruises • Mount Nathan Winery • Narrows Escape Rainforest Retreat • Oceans Mooloolaba • Queensland Art Gallery | Gallery of Modern Art (QAGOMA) • Queensland Rail Travel • Sirromet Wines • Southern Cross Tours • Southern Queensland Country Tourism • Tasman Venture • Tropical Fruit World •  Wheel of Brisbane • White Ridge Farm • Your Tourism Matters

Airguides •  AKW Tours • Australian Tour Specialists • Beyond the Blue • Dreamaroo Australia • Educational Adventures/ITC Pacific • Journey Earth • Make Trips•  Mekong Travel and Tours Australia • Student Horizons • The Bob Wood Group • The Global Work & Travel Co. (Asia Pacific) • Touring Treasures

Brisbane Economic Development Agency • Bundaberg Tourism • Destination Gold Coast • Fraser Coast Tourism and Events • Moreton Bay Region Industry and Tourism • Tourism Noosa • Visit Sunshine Coast

Accor • Event Hotels & Resorts • IHG Hotels Management (Australia) Pty Ltd • TFE Hotels

Tourism Tasmania

Federal Group • Port Arthur Historic Site Management Authority • The Old Wool Store Apartment Hotel

New World Holiday

Best Western Hobart • Crown Plaza Hobart • Hadley's Orient Hotel • Hotel Grand Chancellor Hobart • Stewarts Bay Lodge

Bruny Island Safaris • Cruisin Motorhomes • Curringa Farm • Iron Creek Bay Farm Stay • Love Tasmania Tours • McDermotts Coaches • NRMA Tasmania • Overdrive Car Hire • Par Avion Wilderness Tours • Pennicott Wilderness Journeys • Premier Travel Tasmania • Tasmanian Walking Company • The Tasmanian Nature Company • Tours around Tasmania

Ausasia Travel & Service • Tasmania Sunshine Travel

Accor • Choice Hotels Asia-Pac • Event Hotels & Resorts • IHG Hotels Management (Australia) Pty Ltd • Journey Beyond • Peninsula Hot Springs • TFE Hotels • THL Rentals • Zoos Victoria

Australian Tours Management • Grandcity Travel

Caravan Industry Association (VIC) • Monash University • The Gaibo Agency • Visit Victoria

Arthurs Seat Eagle • Balgownie Estate Vineyard Report and Spa • Chadstone The Fashion Capital • Extragreen Holidays Group Management • Hyatt Hotels & Resorts • Intrepid Travel • Parks Victoria • Phillip Island Nature Park • Sovereign Hill • Victoria Racing Club Limited

Abercrombie & Kent • ANZ Global Travel • Australia and Beyond Holidays • Cultural Exchange Tours • E. C. Travel • Extragreen Holidays Group Management • Odyssey Trading • Red Carpet Travel Australia • Sightseeing Tours Australia

Amora Hotel Riverwalk Melbourne • Central Court Motel Warrnambool • Clarion Suites Gateway • Crowne Plaza Melbourne • Extragreen Holidays Group Management • Holiday Inn Express Melbourne Little Collins • Holiday Inn Express Melbourne Southbank • Holiday Inn Melbourne on Flinders • InterContinental Sorrento Mornington Peninsula • Park Hyatt Melbourne • Pullman & Mercure Albert Park • Pullman on the Park • voco Melbourne Central

Alba Thermal Springs & Spa • Around And About Travel & Planning •  Australian Sports Museum • Ballarat Wildlife Park • CherryHill Marketing • Downunder Farmstays • Escape Discovery Adventures • Europcar • Foodie Trails • Get Lost Travel • Global Ballooning Australia • Go Beyond Melbourne • Go Ride A Wave • Go West Tours • Great Ocean Road Resort • Great Private Tours • Great Southern Touring Route • Lady Bay Resort • Langham Hotel, Melbourne • Melbourne Elite Tours • Moonlit Sanctuary Wildlife Conservation Park •  Port Phillip Ferries •  Puffing Billy Steam Railway • Seagrass Boutique Hospitality Group • See All Dolphin Swims • Sydney Melbourne Touring Inc • The Q Train Bellarine • This Is Melbourne • THSN - Tourism & Hospitality Support Network • Vinetrekker • Wine Hop And Coastral Tours • Your Exclusive Tours

39 Degrees South • Australia Pacific Vacations/Cartier World Travel • Contento Holdings • Dream Tours and Incentives Management Pty Ltd • G.E.T Educational Tours • iEnjoy Holidays • K2K Inbound • Project Matka • Smart Travels Art Business and Leisure • Turtle Down Under • Youku Travel

City of Ballarat • Destination Gippsland • Destination Phillip Island • Tourism Greater Geelong & Bellerine • Yarra Ranges Tourism

Accor • Crown Hotels & Resorts • Journey Beyond • IHG Hotels Management (Australia) Pty Ltd • RAC Tourism Assets • Rottnest Island Authority • TFE Hotels • The OZONE at Optus Stadium 

Australian Hotels Association (WA) • Caravan Industry Association (WA) • Guru Productions • Tourism Western Australia • WAITOC

HeliSpirit • Pearls of Australia • Willie Creek Pearls

Australia One • Blue Travel • Valentino Holidays • Western Safari

Captain Cook Cruises WA • Crowne Plaza Perth • Goodearth Comfort Inn & Suites • Holiday Inn Perth City Centre • Horizontal Falls Seaplane Adventures • Hyatt Regency Perth • Ibis Styles East Perth • Mandoon Estate • Mercure Perth • Metro Hotel Perth • Ningaloo Reef Resort • Novotel Langley Perth • Pan Pacific Perth • Pullman Resort Bunker Bay • RAC Busselton Holiday Park • RAC Cervantes Holiday Park • RAC Exmouth Cape Holiday Park • RAC Karri Valley Resort • RAC Margaret River Nature Park • RAC Monkey Mia Dolphin Resort • Ramada Vetroblu Scarborough Beach • Rottnest Express

Adventure Wild Kimberley Tours • Australian Pinnacle Tours • ATG Downunder • Be Fremantle • Busselton Jetty • Busy Blue Bus Tours • Caversham Wildlife Park • D'Guy Charters • Dale Tilbrook Experiences • Dolphin Discovery Centre • DTM Tourism • Exmouth Diving Centre • Fly West Coast • Goldfields Air Services • Gravity Discovery Centre • Illegal Tender Rum Co • Kalbarri Scenic Flights/Nationwest Aviation • Karijini Eco Retreat • Kimberley Quest • Kingfisher Tours • Mackerel Islands • Mandurah Cruises • Ngurrangga Tours • Pagoda Resort & Spa • Pirate Ship Mandurah • Rottnest Fast Ferries • Seashells Hospitality Group (WA) • Segway Tours WA • Skydive Geronimo • Skyline Tours • Two Feet and a Heartbeat • Whale Watch Western Australia

A & A Tour Services • Aus Highway Travel • Easy Going Travel Services • Sun and Sea Travel Services

Australia's Coral Coast • Australia’s Golden Outback • Australia's Indian Ocean Islands • Australia's North West Tourism • Australia's South West Inc. • Business Events Perth • City of Fremantle (THIS IS FREMANTLE) • City of Greater Geraldton • City of Perth • Destination Perth • Margaret River Busselton Tourism Association • Visit Mandurah

AAT Kings Tours • Accor • Alliance Airlines • Amora Hotels & Resorts • Best Western Australia • Choice Hotels Asia-Pac • Crown Hotels & Resorts • Event Hotels & Resorts • IHG Hotels Management (Australia) Pty Ltd • Journey Beyond • Merlin Entertainments (Australia) • Metro Hotels • Minor Hotels • Pan Pacific Hotels Group • RAC Tourism Assets • SeaLink Marine & Tourism • Skydive Australia • TFE Hotels • THL Rentals • Wyndham Hotels & Resorts South East Asia and Pacific Rim

ANZCRO • Arinex • Australian Tours Management • Big Red Group • China Travel Service (Aust) • Contiki Holidays • Flight Centre Travel Group Limited • GetYourGuide Australia • Goway Travel • Grandcity Travel • Great Holidays Tour Services • H.I.S. Australia • Hotelbeds • Japan Australia Travel Service • JTB Australia/Tour East • Klook • Lion International Travel Service • Pan Pacific Travel Australia • Southern Travelnet • Viator • WebBeds

Caravan Industry Association of Australia • Ecotourism Australia • Tourism Australia

Best Western Australia • Crystalbrook Collection Hotel • Grand Chancellor Australia • Hyatt Hotels & Resorts

A China Travel • AAT Travel • Abercrombie & Kent • Advance Olympic Travel • All Pacific Travel Concept - APTC • Alquemie • Ananda Travel Service • ANZ Global Travel • Apple Tours • AU Kings Group Australia • Auga Travel • Ausilver Tour • Ausino Tourism • Australia and Beyond Holidays • Australia International Culture & Education Exchange Center • Australia One • Blue Travel • Bunnik Travel • Cathay Uexpress Group • Cultural Exchange Tours • Diverse Travel Australia • Dixon Travel & Tour • E-Tours Australia • E. C. Travel • Eversun Tours & Travel • Exclusive Travel Group • Expanding Horizons (Aust) • Extragreen Holidays Group Managemen • Flag Travel • General Travel Australia • Golden Dragon Travel • Grand Aust Tour • Grandview Travel • H2Oz Travel • Honey Travel and Tours Agency • Hot Holiday • ID Events Australia • Insight Australia Travel • Jade Express Travel • JCM Inbound Australia • Managing Australian Destinations • MAX Explore • Myosotis Holiday • New Asia Pacific Travel • New Star Travel Services Australia • New World Holiday • Nova Coach and Tours • Ocean Blue Travel • Odyssey Trading • One Pacific • Package Travel • Pioneer Travel (Australia) • PTC Express Travel • Quadrant Australia • Red Carpet Travel Australia • Sightseeing Tours Australia • Southern Crossings Australia • Southern World Australia • The Tailor • Tranquil Travel Service • Travello • Valentino Holidays • Western Safari • Winglong Travel • Wonderful Travel • Xplore Australia

39 Degrees South • A & A Tour Services • Across Australia • AIFS (Australia) • Airbreeze Travel • Airguides • AKW Tours • Aus Highway Trave • Ausasia Travel & Service • Aussie Grand Tours • Australia and New Zealand Holidays • Australia and Worldwide Travel • Australia Inbound by Orange Journeys • Australia Pacific Vacations/Cartier World Travel • Australia-Naturally • Travel Australian Tour Specialists • Best Price Travel • Beyond the Blue • Bill Peach Journeys • CJY Travel • Contento Holdings • Dream Tours and Incentives Management • Dreamaroo Australia • Easy Going Travel Services • Educational Adventures/ITC Pacific • Elsewhere Travel • Equity Consulting Services • G.E.T Educational Tours • iEnjoy Holidays • J.C. Travel Professionals • JJ Travel Service • Journey Beyond Holidays • Journey Earth • Juyo Travel WA • K2K Inbound • KKday Australia • Make Trips • Mekong Travel and Tours Australia • No Limit Adventures • Odynovo Tours • Pelago • Pioneer Travel Service • Project Matka • Redrock Capital • Smart Travels Art Business and Leisure • Student Horizons • Sun and Sea Travel Services • Tasmania Sunshine Travel • The Bob Wood Group • The Global Work & Travel Co. (Asia Pacific) • The Travel Insiders • Touring Treasures • Turtle Down Under • Youku Travel

We've been around for a while.

Check out our wonderful testimonials from satisfied members.

Zebedee Springs, The Kimberley, Western Australia © Tourism Australia

Australia Recommends 2024

Sydney, NSW © Tourism Australia

Come and Say G'day

Uluru, NT

G'day, the short film

Twelve Apostles, Great Ocean Road, Victoria © Tourism Australia

Discover your Australia

Kangaroo Island, South Australia © Tourism Australia

Travel videos

Elysian Retreat, Whitsundays, QLD © Tourism Australia

Deals and offers

Jacarandas and Sydney Harbour at sunset, Sydney, NSW © Destination NSW

Australian Capital Territory

Bondi, Sydney, NSW © Georges Antoni and Ken Butti

New South Wales

West MacDonnell Ranges, NT © Tourism Australia

Northern Territory

Lizard Island, Great Barrier Reef, QLD © Tourism Australia

South Australia

Cradle Mountain, Cradle Mountain-Lake St Clair National Park, TAS © Pierre Destribats

Western Australia

Aerial shot of Emily Bay on Norfolk Island © Rose Evans (Norfolk Island Tourism)

External Territories

Bondi Beach, Sydney, NSW ©  Daniel Tran

The Whitsundays

Kangaroo, Lucky Bay, Cape Le Grand National Park, WA © Tourism Western Australia

Mornington Peninsula

Paddleboarding, Noosa, QLD © Tourism and Events Queensland

Port Douglas

Cape Byron Lighthouse, Byron Bay, NSW © Destination NSW

Ningaloo Reef

Airlie Beach, Whitsunday Coast, QLD © Tourism Whitsundays

Airlie Beach

Remarkable Rocks, Kangaroo Island, South Australia. © South Australian Tourism Commission

Kangaroo Island

The Basin, Rottnest Island, Western Australia © Tourism Western Australia

Rottnest Island

Lake McKenzie, K’gari (Fraser Island), QLD © Tourism & Events Queensland

Hamilton Island

Lord Howe Island, NSW © Trevor King, Destination New South Wales

Lord Howe Island

Tiwi Design, Tiwi Islands © Tourism NT/Shaana McNaught

Tiwi Islands

Little penguins, Phillip Island Nature Park, VIC © Phillip Island Nature Park

Phillip Island

Bruny Island Paddle, Southern Sea Ventures, Bruny Island, Tasmania © Southern Sea Ventures

Bruny Island

Cape Naturaliste, near Dunsborough, WA © Tourism Western Australia

Margaret River

St Hugo Wines, Barossa Valley, SA © Tourism Australia

Barossa Valley

Grampians National Park, Victoria © Robert Blackburn, Visit Victoria

The Grampians

Audrey Wilkinson, Hunter Valley, NSW © Audrey Wilkinson

Hunter Valley

Dominique Portet Winery, Yarra Valley, VIC © Tourism Australia

Yarra Valley

Sea turtle, Lady Elliot Island, Great Barrier Reef, QLD © Tourism & Events Queensland

McLaren Vale

Glass House Mountains, Sunshine Coast, QLD © Tourism and Events Queensland

Glass House Mountains

Bubble Tents, Capertree, Mudgee Region, NSW © Australian Traveller

Alice Springs

Cable Beach, Broome, Western Australia © Tourism Australia

Uluru and Kata Tjuta

The Kimberley, WA © Tourism Australia

The Kimberley

The Arkaba Walk, Elder Camp, Flinders Ranges National Park, SA © Adam Bruzzone, South Australian Tourism Commission

Flinders Ranges

Jim Jim Falls, Kakadu National Park, NT © Jarrad Seng, all rights reserved

Kakadu National Park

Eyre Peninsula, SA © David Edgar

Eyre Peninsula

Hamersley Gorge , Karijini National Park, WA © Tourism Western Australia

Karijini National Park

Monkey Mia, Shark Bay World Heritage Area, WA © Tourism Western Australia

Great Barrier Reef

Blue Mountains, NSW © Destination NSW

Blue Mountains

Cassowary in Daintree Rainforest, Queensland © Tourism and Events Queensland

Daintree Rainforest

Twelve Apostles, Great Ocean Road, VIC © Greg Snell, Tourism Australia

Great Ocean Road

Spicers Peak, Scenic Rim, QLD © Tourism and Events Queensland

Purnululu National Park

Boat Shed, Lake Dove and Cradle Mountain, Cradle-Mountain Lake St Clare National Park, TAS © Adrian Cook

Cradle Mountain-Lake St Clair National Park

Wangi Falls, Litchfield National Park, NT © Tourism NT, Dan Moore

Litchfield National Park

Saffire Signature Experiences, Freycinet Marine Oyster Farm, Coles Bay, Freycinet National Park, TAS © Tourism Tasmania

Aboriginal experiences

National Gallery of Victoria, Melbourne, VIC © Robert Blackburn, Visit Victoria

Arts and culture

WOMADelaide 2019, Adelaide, SA Ⓒ Grant Hancock

Festivals and events

Detour Restaurant, Brisbane, QLD © @detourrestaurant and

Food and drink

Raging Thunder, Tully, QLD © Tourism Australia

Adventure and sports

Three Capes Track, Tasman National Park, TAS © Tasmania Parks and Wildlife Service

Walks and hikes

Great Ocean Road, VIC © Tourism Australia

Road trips and drives

Waterline Charters, Wessel Islands, NT © Aussie Fly Fisher

Beaches and islands

Nature's Window, Kalbarri National Park, WA © Tourism Australia

Nature and national parks

Wombat, Symbio Wildlife Park, Helensburgh, NSW © Destination NSW

Eco-friendly travel

Group of friends participate in a body clay ritual at Peninsula Hot Springs © Peninsula Hot Springs

Health and wellness

The Dune Pavilion Deck with views of Uluru at Longitude 131 in the Northern Territory © Baillies Longitude 131

Family travel

Table Cape Tulip Farm, Wynyard, Tasmania © Tourism Australia

Family destinations

Hellfire Bay, Esperance, Western Australia © Tourism Australia

Family road trips

Merewether Baths, Newcastle, NSW © Destination NSW


Ellery Creek Big Hole, West MacDonnell Ranges, Northern Territory © Tourism NT/Salty Aura

Work and holiday

Sand Dune Adventures at Stockton Beach, Port Stephens, NSW © Tourism Australia

Beginner's guide

Man in a wheelchair looking up at the canopy of the Daintree Rainforest in Queensland © Tourism and Events Queensland

Accessible travel

 Mrs Macquarie's Chair, Sydney, NSW © Destination NSW

Planning tips

australia tourism organization

Trip planner

Cape Tribulation, Tropical North Queensland, QLD © Tourism Australia

Australian budget guide

 Aerial of car driving through palm trees in Tropical North Queensland © Tourism and Events Queensland / Sean Scott.

Itinerary planner

Kangaroo, Lucky Bay, Esperance, WA © Australia’s Golden Outback

Find a travel agent

Beach House on Wategos Beach, Byron Bay, NSW © Tourism Australia

Find accommodation

Indian Pacific, Lake Hart, SA © Andrew Gregory

Find transport

Snowy region, Jindabyne, NSW © DPIE-Murray Van Der Veer

Visitor information centres

Deals and travel packages

Sydney Airport, New South Wales © Sydney Airport

Visa and entry requirements FAQ

Kanangra-Boyd National Park, Kanangra, NSW © Destination NSW

COVID-19 travel and entry advice

Passengers using SmartGate © Australian Border Force

Customs and biosecurity

Uluru, Uluru-Kata Tjuta National Park, NT © Tourism NT/Matt Cherubino

Working Holiday Maker visas

Bronte Baths, Bronte Beach, Sydney, NSW © Tourism Australia

Facts about Australia

Prairie Hotel, Parachilna, SA © South Australian Tourism Commission

Experiences that will make you feel like an Aussie

Great Barrier Reef, QLD © Georges Antoni / Tourism Australia

People and culture

Castle Hill, Townsville, QLD © Tourism and Events Queensland

Health and safety FAQ

Sorrento Pier, VIC © Visit Victoria, Ewen Bell

Cities, states & territories

Mount Lidgbird and Mount Gower, Lord Howe Island © Tom Archer

Iconic places and attractions

  Wildflowers, near Hamelin Pool, WA © Tourism Western Australia

When is the best time to visit Australia?

Ringer Reef Winery, Bright, VIC © Visit Victoria

Seasonal travel

Human Progress Pride flag, Sydney, NSW © Daniel Boud

Events and festivals

Silverdale Olive Orchard, Coral Coast, WA © Australia's Coral Coast

School holidays

Sydney New Year's Eve, Sydney Harbour, NSW © Destination NSW

Public holidays

Sydney Harbour, Sydney, NSW © Destination NSW

How to get to Australia's most iconic cities

Gantheaume Point, Broome, WA © Tourism Australia

How long do I need for my trip to Australia?

Self-drive, Marrawah, TAS © Tourism Tasmania

How to travel around Australia

Car driving on road next to the ocean in Lagoons Beach Conservation Area © Pete Harmsen/Tourism Tasmania

Guide to driving in Australia

Maui Motorhome parked on the coastline in Tasmania © Tourism Australia

How to hire a car or campervan

Family strolling alongside Tilligerry Creek © Destination NSW

How to plan a family road trip

 Car drives along the Matilda Way in Outback Queensland © Tourism and Events Queensland

How to plan an outback road trip


Acknowledgement of Country

Indigenous symbol - Natural Beauty

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

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*Product Disclaimer:  Tourism Australia is not the owner, operator, advertiser or promoter of the listed products and services. Information on listed products and services, including Covid-safe accreditations, are provided by the third-party operator on their website or as published on Australian Tourism Data Warehouse where applicable. Rates are indicative based on the minimum and maximum available prices of products and services. Please visit the operator’s website for further information. All prices quoted are in Australian dollars (AUD). Tourism Australia makes no representations whatsoever about any other websites which you may access through its websites such as Some websites which are linked to the Tourism Australia website are independent from Tourism Australia and are not under the control of Tourism Australia. Tourism Australia does not endorse or accept any responsibility for the use of websites which are owned or operated by third parties and makes no representation or warranty in relation to the standard, class or fitness for purpose of any services, nor does it endorse or in any respect warrant any products or services by virtue of any information, material or content linked from or to this site.

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Tourism Australia

Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. The organisation is active in 15 key markets and activities include advertising, PR and media programs, trade shows and industry programs, consumer promotions, online communications and consumer research.

Find out more from Tourism Australia's Corporate website

Destination NSW

Destination NSW is the lead government agency for the New South Wales (NSW) tourism and major events sectors.

The role of DNSW is to market Sydney and NSW as one of the world’s premier  tourism  and major  events  destinations; to secure major sporting and cultural events; to work in partnership with Business Events Sydney to win major international conventions and incentive travel reward programs; to develop and deliver initiatives that will drive visitor growth throughout the State; and to achieve the NSW Government’s goal of tripling expenditure within the State’s visitor economy by 2030.

Find out more from Destination NSW Corporate website for features, latest industry news, resources for industry and media releases. Visitors seeking travel information should go to the consumer sites  or .

Murray Regional Tourism

Murray Regional Tourism (MRT) unites the Murray region's tourism industry, ensuring memorable and complementary visitor experiences throughout this beautiful river destination.

Providing an overarching tourism strategy, a clear developmental direction, focused product development and support for infrastructure, MRT has set about bringing to fruition its goals of making the Murray a must-visit destination for local and international visitors alike.

Through energetic and cohesive leadership, MRT helps provide member councils and the region's tourism industry with improvements in the supply and quality of tourism experiences and an increased awareness of destinations, products, experiences and events that occur within the region.

MRT was established in November 2010 in partnership with  Destination NSW ,  Visit Victoria  and local government councils in the Murray. Since the NSW Government local council amalgamations there are now 13 local government councils in the Murray region.

MRT is a company limited by guarantee which is driven by a highly skilled board who collectively bring a wealth of experience and skills to the organisation.

The MRT responsible area is highlighted on the map below.


Visit the Murray Regional Tourism Corporate Website for features, latest industry news, resources for industry and media releases. Visitors seeking travel information should go to the consumer site Visit The Murray

Destination Riverina Murray

Destination Riverina Murray is one of six Destination Networks established in 2017 to increase visitation and contribute towards achieving the NSW Government’s overnight visitor expenditure goal for 2020. The operations of the Destination Networks are funded by the NSW government through Destination NSW, the government’s lead agency for tourism and major events.

The Riverina Murray region encompasses 149,000 square kilometres, 22 local government areas, 16 National Parks and is home to over 275,000 people. The region is one of the most diverse in NSW and includes the sub-regions of Outback Riverina, Central Murray, Albury-Hume, Snowy Valleys, Eastern Riverina, and Western Riverina.

Destination Riverina Murray is the destination manager and facilitates visitor economy growth through effective representation and coordination of the region’s tourism industry. Key responsibilities include:

  • Develop and implement the region’s Destination Management Plan.
  • Represent the region’s interests to Destination NSW and the NSW Government.
  • Work with Destination NSW on a range of initiatives including marketing and industry development.
  • Collaborate with tourism organisations, committees and Local Government tourism teams.
  • Provide assistance to strengthen applications for funding of events or tourism projects.
  • Deliver education and training initiatives.
  • Undertake tourism research and market analysis to inform product development and investment attraction.
  • Advocate for the region’s tourism industry.
  • Assist with acquiring new business events and conferences.

Destination Riverina Murray’s mission is to strengthen the region’s visitor economy by developing strong partnerships with Destination New South Wales, Murray Regional Tourism, Thrive Riverina, Local Governments, National Parks and Wildlife Service and industry stakeholders to collectively contribute towards increasing visitation, expenditure and dispersal within the Riverina Murray region. 

Visit the Destination Riverina Murray Website for features, latest industry news, resources for industry and media releases. 


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What is the Institute of Australian Tour Guides?

As tourism becomes increasingly important to Australia’s economy and to our nation’s sense of identity, the necessity of having knowledgeable, expert tour guides becomes crucial to its success.

To assist Australian tour guides achieve the highest professional standards, the Institute of Australian Tour Guides (IATG) was established in 1993. Its primary aim is to advocate on behalf of all the members on issues related to the industry.

australia tourism organization

Credit: Destination NSW

In achieving this IATG promotes the recruitment and training of guides, establishment of industry benchmarks and representation of tour guides at the highest level. Nationally, IATG is a member of the Australian Tourism Export Council (ATEC) and internationally, a member of World Federation of Tourist Guide Associations (WFTGA).

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To provide a professional, quality Australian Tour Guiding organisation for the mutual benefit of members, tourists and the tourism industry – enriching the total experience.


To offer professional tour guides an accreditation system and ongoing opportunities for quality education, employment, professional development and tourism industry news and forums – in order to improve the quality of national tour guiding services to the benefit of visitors to Australia and to tourism in general.

australia tourism organization


In pursuing its mission, IATG has become a leading voice in tourism issues at both industry and government level, achieved through its association and participation with such bodies as:

  • State and regional tourism organisations such as Destination NSW
  • World Federation of Tourist Guide Associations (WFTGA)
  • International Association of Tour Managers (IATM)
  • Tourism Australia
  • Australian Tourism Export Council (ATEC)
  • Tourism Industry (a division of NSW Business Chamber)


The Institute of Australian Tour Guides:

  • Promotes and maintains the highest standards of competence, integrity and professional conduct of its members.
  • Arranges familiarisations, educational lectures and workshops for members to facilitate their professional development.
  • Promotes adherence to a code of practice, liaises with tourism industry participants and industry associations on matters of common concern.
  • Informs its members of changes and other matters of importance in the tourism industry through distribution of regular newsletters and other communications.


The national bi-centenary celebrations of 1988 were a catalyst for a raising of the Australian consciousness, and the desire to share the vision of our Australian continent with visitors to our shores.

Despite the enthusiasm of the tourism industry however, there was concern among inbound tourism operators about the overall quality of tour guides available to our international guests.

An accreditation scheme to register guides was established, but this in itself was insufficient. Many highly experienced, professional tour guides were members of IATM, the International Association of Tour Managers. They believed that tour guides were different from tour managers and needed serious in-depth knowledge of their country’s attractions and tour operations.

It followed that tour guides would benefit from an association of their own, like IATM, to help raise and monitor standards and assist members to improve. It needed an Institute of Australian Tour Guides.

Officially launched at the Art Gallery of NSW on 20 July, 1994, IATG is based in Sydney but, in keeping with the steering committee’s recommendations, has a national voice. Membership has grown steadily and IATG now has members Australia-wide. The organisation has been included in discussions at Tourism Training Australia (the industry training advisory body for the tourism Industry), to develop competency standards and establish practical guide courses.

Its success is reflected in the number of tourism operators who increasingly choose to engage IATG members to handle their assignments, recognising the high standards we set ourselves. Tour guides are now recognised by tourism operators and by tourists as an essential component in their travel to Australia. IATG is dedicated to ensuring this continues and flourishes.

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Australia’s New Ad Campaign Spotlights Indigenous Peoples, Not Aussie Stars

Samantha Shankman, Skift

December 7th, 2022 at 1:00 AM EST

Australia has finally launched a new tourism campaign, and it's taking the much overdue steps of encouraging visitors to travel to lesser-known destinations and invest in local communities.

Tourism Australia’s new global campaign is, unlike its previous efforts, not focused on showcasing Australian celebrities . It’s instead addressing issues pertaining to overtourism and the country’s Indigenous communities through a film highlighting its attractions.

The $125 million campaign, created in collaboration with marketing agency M&C Saatchi, is a major part of the organization’s strategy to rebuild Australia’s tourism industry coming out of the pandemic, with inbound tourism still hitting only 34 percent of pre-Covid levels .

The film, titled G’day, stars a computer-generated kangaroo named Ruby voiced by Australian actress Rose Byrne and toy unicorn named Louie voiced by actor Will Arnett. It starts with Ruby stuck in a box — a nod to the restrictions that rendered many travelers unable to explore their backyards . Ruby and Louie then go on to explore Australia’s most popular tourist destinations, including the Great Barrier Reef, Sydney Opera House, downtown Melbourne, and the Uluru-Kata Tjuta National Park.

The video also touches on overtourism, a subject Skift has thoroughly examined in recent years. Australian authorities had expressed concerns, prior to the pandemic, that the country might be at risk of suffering from overtourism .

But the most powerful part of the video features an Indigenous Aboriginal whose people are native to the region surrounding Uluru, speaking in her local language. “The stories live through the people,” Ruby said. Indigenous tourism was growing exponentially in Australia pre-pandemic , with the number of indigenous cultural tourism visitors — defined as those who participate in at least one indigenous tourism activity during their trip — increasing on average 9 percent annually from 2013 to 2019.

And as countries seek to disperse tourism’s financial benefits to regions outside of major cities — such as Sydney and Melbourne, both featured in the video — industry executives need to plan intelligently to ensure that money is invested back into the communities tourists travel so far to see.

“This global tourism campaign is a critical step to rebuilding our visitor economy and supporting our tourism industry, which has been through the most challenging period in recent years,” Australia’s tourism minister Don Farrell said about the campaign, which also includes a 60-second TV commercial and advertisements in print.

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Tags: australia , destination marketing , marketing , marketing strategy , overtourism , tourism campaigns , tourism marketing

Photo credit: Uluru is featured prominently in Australia's latest tourism campaign. Tourism Australia


  1. Tourism Australia Launches First International Campaign In Over 12

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  2. Tourism Australia launches first international campaign in over 12

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  3. Tourism Australia

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  1. Our Organisation

    Tourism Australia (TA) is the Australian Government agency responsible for growing demand for Australia as a tourism destination, both in Australia and overseas. Our corporate purpose, as laid down in the Tourism Australia Act 2004, is to grow demand and foster a competitive and sustainable tourism industry.

  2. Tourism Australia Corporate Website

    Explore Tourism Australia's corporate website which provides news and resources for tourism businesses and international media.

  3. Who's Who In The Tourism Industry

    Tourism Australia is the Australian Government agency responsible for international tourism marketing. Tourism Australia's role is to: Influence people to travel to and throughout Australia. Increase the economic benefits to Australia from tourism. Help foster a sustainable tourism industry in Australia.

  4. Travel to Australia

    Travel to Australia - Australian Tourism Information - Tourism Australia Come and Say G'day What's On Trips and itineraries 15 places to Come and Say G'day in 2024 See the list Unique experiences Things to do Explore Australia's natural landmarks Things to do Swim with Australian marine life Things to do Australia's unique dining experiences

  5. Our Vision

    Tourism Australia is a corporate Commonwealth entity and was established by the Tourism Australia Act 2004. Under section 6 of the Tourism Australia Act 2004, Tourism Australia's main objectives are: To influence people to travel to Australia, including for events, To influence people travelling to Australia to also travel throughout Australia,

  6. Tourism Australia

    Tourism Australia is the Australian Government agency responsible for promoting Australian locations as business and leisure travel destinations. The agency is a corporate portfolio agency of the Department of Foreign Affairs and Trade, [3] and employs 198 staff (including 80 staff at overseas offices). [8]

  7. About Us: Tourism 2020

    Tourism 2020 was a whole-of-government and industry long-term strategy to build the resilience and competitiveness of Australia's tourism industry and grow its economic contribution.

  8. Our Board

    As the Managing Director Phillipa is responsible for driving Tourism Australia's strategies to create sustainable international demand for Australia's tourism experiences and working with the tourism industry to support the sector's recovery from the impacts of the events of 2020.

  9. Plan your trip to Australia

    Visa and Entry. Find information on Australia's international border status and entry requirements. Learn about visa requirements for travel to Australia with this list of frequently asked questions. Plan for your trip with information on Australian customs and biosecurity regulations. Find out everything you need to know about Working Holiday ...

  10. Our History

    A big part Australia's tourism success however is a result of the passionate the people that work across the industry including: State and Territory Tourism Organisations, airlines, inbound tourism operators, travel wholesalers, Australian tourism product and the vast network of Aussie Specialist travel agents at the front line of selling Austra...

  11. Tourism Research Australia

    View the latest report on Australian tourism's economic value. Tourism Research Australia (TRA) is Australia's leading provider of quality tourism intelligence across both international and domestic markets, providing statistics and research to assist the government, the visitor economy and Australian businesses.

  12. Tourism industry

    The visitor economy was Australia's fourth-largest export sector before the COVID-19 pandemic. In 2019, the sector: was worth $166 billion. employed 660,000 people. COVID-19 compounded pre-existing challenges facing the visitor economy. THRIVE 2030 seeks to address these challenges and set out a long-term vision.

  13. Home

    Australian Tourism Industry Council (ATIC) is the national representative body for tourism, hosting the Australian Tourism Awards and Star Ratings Australia

  14. The Recovery in the Australian Tourism Industry

    The Australian tourism industry is gradually recovering from the COVID-19 pandemic that brought global travel to an unprecedented standstill. International tourism fell sharply in early 2020 and has only slowly recovered since restrictions were lifted in the first half of this year. By contrast, domestic tourism spending bounced back quickly as ...

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    Great Keppel Island beach Tourism in Australia is an important part of the Australian economy, and comprises domestic and international visitors. Australia is the fortieth most visited country in the world according to the World Tourism Organization. [2]

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    The Australian Tourism Export Council (ATEC) is the peak industry body representing Australia's tourism export sector. As an organisation, our views are informed by the broadest cross-section of the Australian tourism industry. ATEC represents more than 1000 members across Australia including large national and multinational companies as well ...

  17. Trip planner: Plan your dream Australia holiday

    Plan your dream holiday. From ancient rainforests and famous reefs to outback deserts and mountain peaks, there's a whole world of experiences to discover Down Under. Use our trip builder to plan your perfect adventure in just a few taps. Get started. Use our trip planner to find your dream Australian holiday.

  18. Our Partners

    Tourism Australia (TA) is the Australian Government agency responsible for growing demand for Australia as a tourism destination through its consumer and trade marketing activities in 15 key markets. The organisation's purpose, outlined in the Tourism Australia Act 2004, is to grow demand and foster a competitive and sustainable tourism industry.

  19. List of top Australia Tourism Companies

    Location Australia, Oceania. CB Rank (Hub) 54,222. Number of Founders 141. Average Founded Date Aug 31, 1995. Percentage Acquired 3%. Percentage of Public Organizations 1%. Percentage Non-Profit 4%. Number of For-Profit Companies 572. Number of Non-profit Companies 22.

  20. Tourism Organisations

    Tourism Australia. Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. The organisation is active in 15 key markets and activities include advertising, PR and media programs, trade shows and industry programs, consumer promotions, online ...

  21. IATG About IATG

    Nationally, IATG is a member of the Australian Tourism Export Council (ATEC) and internationally, a member of World Federation of Tourist Guide Associations (WFTGA). ... Membership has grown steadily and IATG now has members Australia-wide. The organisation has been included in discussions at Tourism Training Australia (the industry training ...

  22. Japan Tourism Official Website

    The official Japan tourism website for Australians and New Zealanders by Japan National Tourism Organization (JNTO), the government tourism board. We use cookies on this site to enhance your user experience. If you continue to browse you accept the use of cookies on our site.

  23. Australia's New Ad Campaign Spotlights Indigenous Peoples ...

    The $125 million campaign, created in collaboration with marketing agency M&C Saatchi, is a major part of the organization's strategy to rebuild Australia's tourism industry coming out of the ...