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Tools, assets and resources to help you pitch and promote Australia as a world leading business events destination. 

From programs and case studies to images and videos, Business Events Australia has a range of tools and resources created specifically for business event planners, media and the Australian business events industry to help promote Australia’s business events offering to the world. 

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Acknowledgement of Country

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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*Disclaimer:  Information on listed products and services are provided by the operator and were correct at the time of publishing. 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 this website. 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.

Sustainable tourism

Our work supports the sustainable growth and prosperity of Australia’s visitor economy.

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Sustainable tourism is central to the visitor economy’s future success. This is recognised in Australia’s long-term visitor economy strategy, THRIVE 2030.

Sustainable tourism:

• preserves Australia’s natural and cultural assets
• respects and nurtures cultures
• creates positive social impact.

We lead work to support the sustainable growth and prosperity of Australia’s visitor economy.

This work includes a National Sustainability Framework for the Visitor Economy and a Sustainable Tourism Toolkit. Created in partnership with all state and territory governments and Tourism Australia, these resources are designed to unite and inspire action on sustainable tourism.

National Sustainability Framework for the Visitor Economy

The Australian Government, and state and territory governments have endorsed the National Sustainability Framework.

The Framework explains the different aspects of sustainability. It also sets out a goal for Australia to become a world leader in sustainable tourism.

Learn more about the National Sustainability Framework for the Visitor Economy .

Sustainable Tourism Toolkit

The Sustainable Tourism Toolkit is designed to help tourism businesses across Australia on their journey to become more sustainable.

Consumer research shows that 74% of travellers are looking for more sustainable options (Source: Booking.com, Booking.com Sustainable Travel Report 2023).

The Toolkit is a practical guide for tourism businesses. It helps them to respond to growing consumer demand for sustainable travel choices.

The Toolkit gives clear, simple advice. It helps small to medium-sized tourism operators on their path to sustainability.

The Toolkit is available in 2 formats:

• a short online version of the Sustainable Tourism Toolkit on business.gov.au
• a detailed version of the Sustainable Tourism Toolkit for download .

The role of Austrade

Australia’s Tourism Ministers endorsed and launched the National Sustainability Framework and Sustainable Tourism Toolkit on 24 November 2023.

Austrade, state and territory governments and Tourism Australia all worked together to develop and deliver the Framework and Toolkit.  

Others working with Austrade on the project were:

• Department of Industry, Science and Resources
• EarthCheck, a world-leading certification and advisory organisation for sustainable tourism.

Austrade leads related initiatives as part of Australia’s long-term visitor economy strategy, THRIVE 2030 .

Additional resources

The Sustainability Storytelling guides will help you promote your sustainability journey with authenticity and honesty. For more information, go to the Tourism Australia website .

For more information about the National Sustainability Framework for the Visitor Economy and the Sustainable Tourism Toolkit, email visitoreconomy@austrade.gov.au .

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Acknowledgement of Country

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.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

Contact an Austrade specialist as an investor as a buyer

Tourism and the visitor economy

Spectacular and unique, Australia is an aspirational tourism destination for international travellers.

Thinking about entering the Australian market?

• Investors typically establish a new company, register as a foreign company or acquire an existing company. Assess your options with our Investor Guide .
• Austrade is Australia’s national investment promotion agency. We attract and facilitate game-changing foreign direct investment into Australia. Our team of business and investment specialists can connect investors to early-stage opportunities in Australia and provide direct and tailored professional assistance. Find out how we can help .

We enjoy an enviable reputation for our world-class cultural and natural attractions, from pristine beaches and rainforest to the opportunity to experience the oldest living culture on Earth.

After ten years of constant growth, we welcomed almost 10 million visitors in 2019 prior to the COVID-19 pandemic. We’re also a high yield market, with international visitors staying long and spending big.

Supported by the Australian Government’s visitor economy strategy, THRIVE 2030 , the sector has resumed its path to long-term sustainable growth, creating new opportunities for investors.

Australians holiday at home

Operators in Australia also benefit from a strong domestic market.

Australians are enthusiastic travellers and love to explore their own backyard. Increased domestic demand during the pandemic has continued; and in 2022 overnight and day trip spending by domestic tourists surpassed pre-pandemic levels.

• In a typical year, Australians account for around three-quarters of total tourism spend
• Australians make more than five domestic overnight trips a year on average
• In the September quarter 2022, spending on domestic overnight trips increased by 33% to A$27.8 billion, when compared to pre pandemic levels.
• By 2027, annual domestic overnight trip and day trip expenditure is expected to reach A$137.9 billion and A$41.1 billion respectively.

Poised to grow

International tourism is beginning to recover following the recent global disruption from the pandemic. Tourism Research Australia predicts international visitor expenditure will exceed pre-pandemic levels in 2024 before increasing to A$48.8 billion by 2027. 

With our proximity to fast-growing markets in the Asia-Pacific, we’re well-positioned to recapture a significant share of global travel spend.

Our long-term national strategy for the visitor economy, THRIVE 2030 , sets out our plan to return to pre-pandemic visitor expenditure of A$166 billion by 2024, and grow it to A$230 billion by 2030.  

Australia’s political stability and resilient economy offers prospective businesses and investors a safe and low-risk business environment.

And the Australian Government is backing the further recovery of Australia’s visitor economy, with a new $48 million tourism and travel package announced in the October 2022 Budget. The measures include plans to: 

• attract workers to our vibrant tourism industry 
• train and upskill new and existing hospitality and tourism workers 
• support tourism businesses with activities that drive international travel to and from Australia. 

Importantly, our THRIVE 2030 strategy supports sustainable growth. We know our natural assets, such as world-class nature and wildlife, are key to our attractiveness as a destination, and must be protected. In pursuing industry growth, we recognise that balancing social and environmental factors alongside economic ones is essential to sustain a truly healthy visitor economy for decades to come.  

Top 5 visiting nationalities for the year ending September 2022: New Zealand India United Kingdom Singapore USA Visitors from India spent $1.3 billion in total which included $973 million in Australia in the year ending September 2022, around three-quarters of pre-COVID levels – demonstrating a strong recovery for this market.

Australian tourism fast facts

Source: STR and TRA , based on pre-COVID 2019 data 

• Total tourism worth A$166 billion 
• International tourism worth A$45.4 billion, including $31.4 billion spent onshore 
• Ranked 2nd globally for international visitor spend per trip 
• Domestic spend grew around 6% per year for the 10 years to 2019 
• 7th largest tourism market globally 
• Australia’s 4th-largest export industry 
• More than 88,000 international visitors spent more than $1,000 per night in Australia, with another 387,000 spending between $500 and $999

Unique cultural experiences

Australia offers visitors the unique ability to experience the oldest living culture on Earth – that of Australia’s First Nations peoples.

First Nations tourism gives visitors a unique insight into the relationship Aboriginal people have with the land and sea – their Connection to Country – helping them create a deeper connection to Australia.

In 2019, 1.4 million international visitors (17 per cent) participated in an Indigenous tourism experience while visiting Australia, a six per cent year-on-year increase since 2010. For domestic travellers, the figure was one million, an increase of 13 per cent each year since 2013.

Wine and dine where the food is fresh

Australia’s award-winning restaurants and wineries serve up fresh produce from our unspoiled landscapes, while our cafes have made coffee an art form. Add to this a packed calendar of events that draws travellers year-round and you have a world-class tourism offering.

Food and wine accounts for 1 in 5 dollars spent by international tourists in Australia. 

Soaking up nature

Potential visitors rank Australia first for its world-class nature and beauty (Consumer Demand Project, Tourism Australia. Dec 2022). From pristine rainforests to spectacular beaches and vast outback plains, Australia’s stunning natural landscapes offer something for every traveller. Australia frequently appears on top 10 lists of the most world’s most beautiful countries, such as the 2022 Rough Guides reader’s vote .

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.

The World Economic Forum ranks Australia number one for natural resources, based on both our natural beauty and highly developed outdoor tourism industry.

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.

Wellness tourism Going to a health spa, sanctuary, or well-being centre is growing globally. In 2019, day and overnight travellers participating in wellness activities increased by 10.4% from 2018. In 2021-22, travellers participating in wellness activities increased 21% compared to 2020-21.

Incentives, grants and support

• Austrade supports the tourism industry to innovate and build long-term sustainable growth.
• The government’s tourism promotion agency Tourism Australia supports tourism businesses by attracting international visitors to Australia. Come and Say G’day is the new global campaign to support the Australian tourism industry rebuild.
• A number of tourism investment resources are available to help you invest and make informed decisions. Tourism Research Australia  provides statistics, research and economic data on domestic and international tourism to assist the government and tourism industry.
• The Australian Tax Office’s New Investment Engagement Service gives tailored guidance on tax issues to businesses planning significant new investments in Australia.

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Silky Oaks Lodge, Mossman, Queensland © Tourism and Events Queensland

Australia’s most eco-friendly destinations

Connection to nature and sustainable practices abound at some of our most eco-friendly destinations.

Carolyn Beasley

Eco-friendly travel is here stay. Responsible travel experiences can be found all across Australia, but there are some regions where sustainability is a way of life. Immerse yourself in nature and tread lightly on the planet at some of our favourite eco destinations. 

Mossman Gorge Centre, Daintree, Queensland © Tourism and Events Queensland

Eco-highlight: Australia’s first certified Eco Destination

Port Douglas in Tropical North Queensland is home to two UNESCO World Heritage-listed sites – the Daintree Rainforest and the Great Barrier Reef . There are many sustainable experiences here, but don’t miss the Mossman Gorge Cultural Centre . Along with protecting the rainforest and spectacular Mossman Gorge, the centre is a showcase of Kuku Yalanji culture. Join Ngadiku Dreamtime Walks, conducted by the local Indigenous people. You’ll visit culturally significant sites, trek over trickling rainforest streams and learn about traditional environmental protection practices.

Explore top thing to do in Port Douglas

Lord Howe Island, New South Wales © Destination NSW

Eco-highlight: Nature conservation over mass tourism

On Lord Howe Island , a two-hour flight from Sydney , 75 percent of the island’s vegetation remains intact and a marine park protects the diverse underwater life. The island is progressing towards Eco Destination certification and limits the number of visitors to 400 at one time to prevent overcrowding. The island is a haven for over 130 permanent and migratory bird species. Seabirds nest here in their hundreds of thousands, and this special bird bonanza is best experienced on a tour with respected nature guide Ian Hutton OAM.  

See more of Lord Howe Island

Glenarty Road, Margaret River, Western Australia © Emma Pegram

Eco-highlight: Certified Eco Destination with premium food and wine

A three-hour drive south of Perth , the Margaret River region has some of Australia’s most exquisite natural beaches and unique forests, as well as a thriving wine industry. Visit an integrated farm and winery at Glenarty Road  and stay for a long lunch beside the vibrant vegetable garden. If time permits, join the Forage on the Farm tour to discover how sheep, pigs, vegetables and wine grapes can co-exist without the use of pesticides and fertilisers. Plus, learn why the Fathoms Cuvee sparkling was aged underwater in the Southern Ocean.

Get a taste of Margaret River

Norfolk Island

Norfolk Island, External Territory © Tourism Australia

Eco-highlight: Iconic pine trees and sustainable practices

A remote volcanic outcrop just a 2.5-hour flight from Sydney or Brisbane , Norfolk Island rears up from the depths of the Pacific. Being a small island, it has introduced creative sustainable practices, like turning waste into reusable products. With no mammals or snakes, this is a place of birds, bucolic farmlands and quirky history. Visit the Botanic Gardens and Norfolk Island National Park to see the iconic Norfolk Pines, the Norfolk Island tree fern (the tallest on earth) and the pretty native hibiscus.

Discover the beauty of Norfolk Island

Lady Elliot Island

Lady Elliot Island, Southern Great Barrier Reef, Queensland © Tourism and Events Queensland

Eco-highlight: Island regeneration 

On the Southern Great Barrier Reef , Lady Elliot Island is a beacon of sustainable practices. The resort here helps revegetate the island, remove invasive species and runs entirely on renewable energy. The island is one of the best places in Australia to snorkel with manta rays, and for divers, there’s the chance to get involved with a citizen science conservation programme called Project Manta. Individual mantas can be identified by the unique markings on their undersides, and divers are encouraged to submit their photographs to help unlock the puzzle of the manta’s life.

Learn more about Lady Elliot Island

Exceptional Kangaroo Island, Kangaroo Island, South Australia © Tourism Australia

Eco-highlight: Wildlife haven on land and sea

Kangaroo Island , just 13km (8mi) off South Australia’s coastline, is a nature lover’s paradise. It’s famous for its abundant wildlife and its thriving eco-conscious food production scene , from pure Ligurian-bee honey to sustainably farmed oysters. Experience Kangaroo Island on a luxury full-day tour with Exceptional Kangaroo Island . Ethical, non-invasive wildlife viewing is the top priority, and you’ll gaze in wonder at wild koalas, kangaroos and rare Australian sea lions. Lunch is a private barbeque featuring some of Kangaroo Island’s favourite sustainable produce.

Read the guide to Kangaroo Island

Bruny Island Cruises, Bruny Island, Tasmania © Tourism Tasmania, Joe Shemesh

Eco-highlight: Marine tours and eco-friendly farming

With its breathtaking ocean cliffs and rustic farmland, Bruny Island in Tasmania is a southern hotspot for eco-friendly travel. Just a one-hour drive from Hobart , the island is home to marine experiences, organic food producers and all 12 of Tasmania’s endemic birds. Base yourself right in the heart of nature at the Earthcheck-recognised 43 Degrees apartments. This boutique accommodation is purpose built for sustainability and is powered entirely by solar. Connect to nearby hikes like the Fluted Cape walk and tour the dramatic coastline with Bruny Island Cruises .

Uncover more of Bruny Island

Help preserve the planet with these eco experiences

Scenic World, Blue Mountains, New South Wales © Destination NSW

Eco-highlight: Mountain immersion and nature experiences 

A short drive west of Sydney , the Blue Mountains offer rocky cliffs, canyons and forested valleys, crisp mountain air and soul-lifting hikes. Don’t miss the iconic (and Advanced Ecotourism certified)  Scenic World , where you can ride the world's steepest railway and hop on an aerial cable car to descend into Jamison Valley. For an added thrill, try Beyond Skyway, where you’ll harness up and climb onto the cable car roof, 270m (886ft) above the valley.

Find top activities in the Blue Mountains

Montalto, Mornington Peninsula, Victoria © Montalto

Eco highlights: Sustainable wining and dining

Outside Melbourne , the Mornington Peninsula is a foodie’s delight. If you follow the Wine Food Farmgate Trail , you’ll sample everything from farm-fresh strawberries to heirloom vegetables and gourmet pies. With a growing organic and biodynamic food and wine scene, the best way to taste your way through the region is with Mornington Peninsula Plunge Wine Tours . This luxurious, small group tour takes guests through organic wineries and an organic dairy and includes a locally sourced lunch with matching wines.

Check out the Mornington Peninsula

Freycinet Peninsula

Oyster Bay Tours, Freycinet Marine Farm, Tasmania © Tourism Australia

Eco highlight: Oyster farming in postcard-worthy scenery

Finding eco-friendly destinations in Tasmania is easy, and two and a half hours from Hobart is the unforgettable Freycinet Peninsula . The region is famous for its sustainable oyster industry, and with Oyster Bay Tours , you’ll be immersed in more ways than one. Don the waterproof wading pants and follow your guide out to the oyster racks, where you’ll discover the fascinating process of producing these juicy molluscs. Learn to shuck your own oysters direct from the pristine sea and slurp them down with a glass of local Riesling.

Explore the Freycinet Peninsula

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Acknowledgement of Country

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 australia.com. 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.

International tourism to Australia

Quarterly results from the International Visitor Survey, trends and forecasts of international visitor activity.

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Tourism Research Australia produces quarterly results from the International Visitor Survey, as well as trends and forecasts of international visitor activity.

International monthly snapshot

Tourism Research Australia’s monthly snapshots estimate tourism activity.

International tourism results

Annual and quarterly International Visitor Survey results providing statistics on international visitors in Australia.

International tourism trends

Time series data for international visitors to Australia.

International Visitor Survey methodology

The International Visitor Survey (IVS) measures the contribution of international tourism to Australia’s economy and provides input into modelling spend for its regions.

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Two-thirds of Australians support a tourism tax, new study finds

T wo-thirds of Australians support introducing a tourism tax in the country to mitigate the negative cultural and environmental impacts of travel, a new survey has found.

The research by InsureandGo revealed 60 per cent of residents would like to see the tax implemented for international visitors as travel demand swells.

New South Wales had 63 per cent of its residents vote yes for the tax, followed by South Australia with 61 per cent and Victoria with 59 per cent.

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"NSW receives the lion's share of short-term arrivals each year, while in South Australia, international and domestic visitor expenditure rose an impressive three per cent over the 12 months leading up to September last year," InsureandGo chief commercial officer Jonathan Etkind said.

"It's not surprising that residents from those states feel the impact of visitors on their precious natural resources and why they feel moved to protect them."

The survey, which was commissioned by InsureandGo with an independent panel of 1006 Australians, sought to understand how residents feel about tourism taxes, particularly in light of increased sustainability concerns. 

It also found 63 per cent of Australians were happy to pay a tourism tax when travelling overseas, while another 11 per cent believe taxes should be even more costly.

Young people aged between 18 and 30 were found to be the most eco-conscious travellers while older people aged over were least in favour.

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"What's heartening, however, is that only a minority of 37 per cent of respondents don't support tourism taxes, demonstrating just how many Australians support the concept of sustainable travel," Etkind said.

The new findings come more than a month after Bali introduced a tax requiring all travellers to pay $15 before arrival to fund efforts to conserve culture and environment.

The Indonesian island joined a growing list of countries around the world that have introduced tourism taxes, including the Netherlands with a 12.5 per cent hotel tourist levy and New Zealand charging international visitors a $32 levy.