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‘Fortress Australia’ Has a New Message: Come Back

For nearly two years, the country projected a harsh message of rigidity and “rules are rules.” Will long-haul travelers bet on the easygoing, inviting image it is sending out now?

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By Tacey Rychter and Isabella Kwai

Moments after the Australian government announced that it would reopen the country’s borders to international travelers later this month, Emily Barrett locked in a fare for a flight to Sydney. The 32-year-old nanny from Palo Alto, Calif., spent three days researching and talking to Australian friends before she decided to book her trip to the island continent, which for two years had some of the world’s strictest border controls and longest lockdowns aimed at controlling the spread of the coronavirus.

“They all said, ‘if we go back into a lockdown now, people will go into the streets,’” she said. Her two-week trip is scheduled to start a few days after the border opens on Feb. 21.

Potential travelers and tourism operators alike are cautiously optimistic about the reopening of “Fortress Australia,” but many wonder if the isolated nation’s ongoing Covid restrictions — such as vaccine and testing requirements, as well as mask mandates — will make the return of international travel more of a trickle than a splash. Australia’s reputation for rigidity and reclusiveness during the pandemic — at odds with the inviting, easygoing nature portrayed by the country’s tourism boards — may also be a hurdle to overcome.

“There is no doubt that a full recovery will take time, but we are confident that the demand for Australia is strong,” said Phillipa Harrison, the managing director of Tourism Australia, the country’s tourism board.

Tourism was one of the fastest growing sectors in Australia’s economy before the pandemic, contributing 45 billion Australian dollars in 2019, or $32 billion.

Australia is among the world’s most immunized countries for Covid-19, with 94 percent of people over 16 fully vaccinated. Through 2020 and 2021, the country pursued a tough “zero Covid” strategy that closed national and state borders; restricted Australians from returning home and even leaving; enforced monthslong lockdowns and required its few visitors to undergo expensive hotel quarantines . Surging cases of the Omicron variant of the coronavirus in January, which persist, but have since declined , tipped most of the country into a new ‘living with the virus’ phase .

“It’s about coming back so the virus is under our control, whereas we felt that the virus was controlling us,” said Catherine Bennett, an epidemiologist at Deakin University in Melbourne, adding that opening the borders represented a turning point. “This is saying: We’re ready for this.”

Australia’s walls come down

Australia’s grand reopening comes with a few ground rules. Travelers entering the country must be fully vaccinated to avoid a costly hotel quarantine, and must test before arrival — somewhat common requirements for travel now.

But it will take a little more time for Australia’s welcome mat to roll out all the way. The entire state of Western Australia — a third of Australia’s vast land mass, but home to just 10 percent of the population — has essentially been closed to both international travelers and even vaccinated Australian citizens for most of the pandemic. It plans to reopen to vaccinated travelers on March 3, with testing rules on arrival. The state, which has reported about 2,900 total cases and 10 deaths since the pandemic began, is home to Perth — one of the world’s most remote major cities — more than 7,000 miles of coastline, the Kimberley region’s dramatic sandstone gorges and wine destinations like Margaret River. While the federal government can open the nation’s borders, the states can still set their own Covid restrictions, including entry rules.

“We desperately want people to come back,” said Graeme Skeggs, a general manager at Adam’s Pinnacle Tours , one of Western Australia’s larger tour companies, which, until the pandemic, operated luxury tours of the state’s renowned coastlines and landscapes. Much of their business evaporated after Covid struck, and some smaller operators the company worked with have closed. “Two years is a lot longer than any of us thought,” Mr. Skeggs said.

While many operators who rely on foreign tourists are hopeful, it’s clear that there is no simple return to prepandemic times.

China overtook New Zealand as Australia’s largest foreign tourist market for the first time in 2017, and 1.3 million visitors from mainland China spent more than $12 billion Australian dollars , or nearly $9 billion, in 2019, about 27 percent of the year’s international visitor spend.

With China still severely limiting outbound travel, that leaves a gaping hole in Australia’s tourism economy.

Michelle Chen opened the Apollo Surfcoast Chinese Restaurant in 2012 along Victoria’s Great Ocean Road — one of the state’s major scenic attractions, about a 2.5-hour drive from Melbourne — to cater to the hundreds of Chinese day-trippers who would stream off buses each day on their way to view the Twelve Apostles, a limestone rock formation farther down the coast.

When Australia closed to Chinese travelers on Feb. 1, 2020, she lost “nearly a hundred percent” of her business. In another stroke of misfortune, the restaurant burned down in April of last year. She reopened in December a few doors down. But Ms. Chen is not expecting her core customers to return for a long time.

She’s even revamped her menu, which used to feature dishes like Sichuan chile chicken that appealed to mainland Chinese visitors. Now the menu is “80 percent Australian-Chinese,” Ms. Chen said, with milder offerings like Mongolian beef. “I find I can’t sell the Chinese-Chinese dishes.”

Another thing desperately she’s looking forward to with the return of international travel: more workers. “Everywhere is shortage of labor,” she said.

The Djokovic drama

In January, the Australian Open — one of the country’s biggest sporting events, which draws hundreds of millions of viewers annually — became a media circus when Novak Djokovic, the world’s number one men’s tennis player, who is not vaccinated, was detained and finally deported from Melbourne because of his risk for “civil unrest.” The drama, which stretched on for 10 days, triggered protests in Australia from groups who believed the battle was the latest example of Covid-related mandates trampling public freedoms.

“Strong borders are fundamental to the Australian way of life,” the country’s prime minister, Scott Morrison, said after the decision to cancel the tennis star’s visa.

Australia’s fixation with border security is highly contentious within the country, particularly its harsh treatment of asylum seekers , but ultimately plays well with voters. But how would Mr. Djokovic’s unceremonious booting fit into Australia’s new “come on in” narrative?

“From our view, it really highlights the strength of Australia’s border policies,” said Chris Allison, Tourism Australia’s acting manager of the Americas. While Mr. Djokovic’s treatment was divisive, he said, it showed that “Australia has zero tolerance in terms of requiring vaccinations to come into the country,” and affirms the message of “how we’re trying to reopen our borders safely and protect the health of the nation.”

But time — and bookings — will tell if long-haul travelers are willing to bet on Australia’s reopening.

Some prefer to wait and see. Australia was where “everyone wanted to go” before the pandemic, said Samantha Carranza, a manager at Sky Tours , a travel agency in downtown Los Angeles. But “there isn’t much demand right now,” she said, adding that Australia’s protectiveness has made her clients cautious to travel there. “No one’s sure if it’s really open or not. Will it close again, will they get stuck there?”

The data shows that interest in travel to Australia is already on the rise: Flight bookings were up 200 percent following the border-opening announcement compared to the week before, according to Forward Keys, a travel analytics company.

“While the immediate jump in bookings is encouraging, the overall booking volume compared to the equivalent week in 2019 is modest,” said Olivier Ponti, the firm’s vice president of insights.

“I imagine there will be more and more confidence over the course of the year,” said Christie Hudson, a senior public relations manager at Expedia, the major online travel agency. “People are really ready to start thinking about these bucket-list trips again. I think for a lot of Americans, Australia is a bucket-list-type trip.”

Opening Aboriginal Australia to the world, cautiously

Cultural experiences led by Australia’s diverse Indigenous groups will be a focus of marketing to overseas travelers, according to Tourism Australia. But in the Northern Territory, the region with the highest proportion of Indigenous people, many remote communities are barred to outsiders until at least March 3 in an effort to protect the residents there from infection.

International visitors are key for the region’s Indigenous tourism sector: Before the pandemic, nearly 70 percent of overseas visitors to the Northern Territory engaged in Aboriginal tourism activities, compared to 16 percent of Australian tourists.

Victor Cooper, who owns and operates Ayal Aboriginal Tours in Kakadu National Park, said he used to welcome visitors from Europe and the United States to his “grandmother’s country,” where he taught them about bush tucker (native foods) and told traditional stories of the land.

“I had a really, really good thing in the overseas market, it took a long time to get that,” Mr. Cooper said. He has not had any overseas bookings since the reopening announcement, and worries things may be “complicated” for a while yet. “I don’t think I’m going to get the clients I used to have back in 2019.”

Other tourism operators are already seeing signs of recovery, which gives them hope for a better year ahead.

“It’s good to see people again,” said Dave Gordon, an employee at Wake Up Bondi , a hostel on Sydney’s famous beach, of the limited number of travelers who have been filtering back in recent months. “It’s exciting.”

Since the news of the border reopening, booking numbers for later in the year have risen, he said.

The first year of the pandemic was “quite a struggle,” he said. To survive, the hostel, which is on Bondi Beach’s main thoroughfare, slashed its rates and accepted longer-term lodgers, and even closed for a period.

But the border opening removes a major hurdle for him and other operators across the country, who want to convey a clear message for would-be tourists thinking of Australia: “Come!” he said. “This is the time to travel.”

Follow New York Times Travel on Instagram , Twitter and Facebook . And sign up for our weekly Travel Dispatch newsletter to receive expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places for a Changed World for 2022.

Tacey Rychter is the social editor for the Travel section. More about Tacey Rychter

Isabella Kwai is a breaking news reporter in the London bureau. She joined The Times in 2017 as part of the Australia bureau. More about Isabella Kwai

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Nielsen data reveals australia’s top travel trends and the brands spending big to attract aussie tourists, 4 minute read | april 2024.

• Industry’s biggest ad spenders revealed as travel marketing budgets jump 8% quarter-on-quarter
• Top local and overseas destinations revealed
• Most popular Aussie travel websites
• The winners and losers of the frequent flyer war

Sydney – April 30 , 2024 – As many Australians return from a much-needed retreat over the recent school holiday break, millions are already planning their next getaway, embracing travel rewards schemes, while being wooed by travel brands spending millions to get their business.

Nielsen Consumer & Media View (CMV) data shows that 76% of Aussies plan on travelling domestically in the next 12 months, while more than half (52%) have their eye on an overseas destination.

Top domestic destinations

Younger Aussies (25 to 39) are the most likely to be bitten by the domestic travel bug, with 78% planning to holiday locally in the next 12 months. Sydney narrowly beats Melbourne as the preferred place to visit, followed by The Gold Coast, Regional NSW, then Brisbane.

Top overseas destinations

The even younger 18 to 24 age group are the most likely to travel overseas, with 58% planning to travel abroad in the coming year. The UK tops the list of desired OS destinations, followed by New Zealand, Japan, The USA and Indonesia.

While most Aussies are looking for a beach getaway when it comes to staying close to home, they prefer a trip involving plenty of sightseeing, followed by some rest and relaxation, once they leave the country.

Top travel websites

Data from Nielsen Digital Content Ratings (DCR) saw Qantas claim top spot when it comes to travel websites,  followed by Trip Advisor with 5.82 million and 5.02 million users respectively in Q1 of this year. Booking Holdings Network was the third-largest platform in terms of users with 2.5 million.

Average user engagement time on most travel platforms was also consistent from Q4 2023 to Q1 2024, although Anytrip.com.au and Royal Caribbean Cruises led the pack. On average, Anytrip users spent almost 80 minutes interacting with the platform, while Royal Caribbean users spent almost 40 minutes on the platform.

Top frequent flyer programs

The number of Australians who are members of a frequent flyer program also increased, with 57% of all Australian consumers now part of some sort of travel rewards scheme. Qantas remains the market leader with a 45% share of the market, followed by Virgin (31%), and other smaller players making up the remaining 24%.

Top travel advertisers

In addition, Nielsen Ad Intel data also shows that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8% from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. 

Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “Australians’ love of travel continues to defy cost of living pressures, as shown by an 8% jump in travel ad spend this quarter. You can’t get a stronger indicator than that when it comes to how marketers and advertisers are spending in order to maximise ROI, forge lasting connections with brands and consumers, and do so in the most economical way possible. From competitive ad spend analysis, to knowing what your competitors are saying in market and the deals and offers you’re up against, Ad Intel helps you understand which ads are driving your competitors spend and where”.

Glenn Channel, Nielsen’s Pacific Head of Advanced Analytics added: “More than ever, brands need data that gives them the edge on their competition. That means going above standard demographic information, and understanding consumers, in this case travellers, as unique groups, who are motivated by more than just the urge to get away. Nielsen CMV enables brands to see consumers through an advanced audience lens, delivering a more holistic picture of behaviours and preferences with surprising linkages and purchase triggers that other consumer insight providers can’t match.”

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. 

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram). 

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Dan Chapman Assoc. Director, Communications, Nielsen APAC [email protected] +61 404 088 462

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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.

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Reimagined Tourism: How Rising Costs Inspire Sustainable Travel

By embracing a mindset of responsible tourism, we can create a more enriching and mutually beneficial travel experience for all.there are policy interventions that can help push that cultural shift along. by targeting more slow travellers visitors who will spend more time in various locations, seeking deeper engagement with their travel destinations australia can maximise the economic and social benefits derived from tourism..

Brisbane Brisbane, Apr 29 (360info) Rising costs of living and airfares point to long-haul travel being affordable for fewer people. It also might re-shape the way we think about tourism.

Australians need to brace for a reality check. When it comes to international travel, we've had it too good for too long.

After years of cheap flights to all corners of the globe, market reality has hit and we're in for a bone-shaking landing.

That will mean a fundamental shift for the visitor economy. And the good news is, Australia stands to cash in.

Since the pandemic, airfares have re-adjusted and tightened. On average, airfare costs comprise approximately 30 to 35 per cent for jet fuel, 30 to 35 percent for labour and the remainder for aircraft leasing, purchases, administration, and other overheads. Geopolitical events, such as the conflict in Ukraine and tensions in the Middle East, have led to a spike in jet fuel prices. Simultaneously, an inflationary economy, fuelled by post-pandemic spending, is driving up costs. Global pilot shortages have resulted in substantial pay increases, further inflating expenses. Additionally, logistical disruptions from the pandemic have hindered aircraft manufacturing, reducing supply. Airlines are also willing to cash-in after significant losses during the pandemic years.

Consequently, we're witnessing an inflationary trend, with flying becoming increasingly costly amid reduced aircraft availability. Airlines are prioritising newer and more sustainable aircraft models, exacerbating supply-demand imbalances. These interconnected factors contribute to the escalating costs of air travel.

It appears that flying is transitioning into a luxury experience, particularly for long-haul journeys. Australia could strategically position itself in response. Rather than pursuing continuous growth in international visitor numbers, the focus may shift towards attracting longer-staying, higher-spending tourists who are willing to travel beyond the usual and iconic destinations. This strategy can maximise economic benefits.

Tourism often evokes a glamorous image of cultural exchange and exploration. However, this vision can only materialise through authentic experiences that allow for meaningful engagement. The era of ''fast tourism'', characterised by rushed itineraries and superficial encounters, is losing its appeal. There's a growing movement towards ''slow travel'', where travellers seek genuine connections and immersive experiences.

In essence, our approach shifts from relentless growth to sustainability. By embracing a mindset of responsible tourism, we can create a more enriching and mutually beneficial travel experience for all.

There are policy interventions that can help push that cultural shift along. Pulling levers like a cap on international flights out of main state capital cities, unless airlines fly via regional hubs like Cairns, Darwin and Broome could open up opportunities for regional tourism and development. Broome Airport, for instance, only sees Jetstar flights to Singapore twice a week, despite being the second-largest airport in Western Australia. If more business was funnelled through Broome, it would create the market to properly expand the airport's services — introducing customs and immigration services — and would give Broome the chance to serve as a gateway to the region, fostering growth in its tourism and economy.

The most direct way to push this influence is through Qantas, Australia's national carrier, over which the government holds regulatory power. Government bailouts during the pandemic underscored the role it can play in supporting airlines and demonstrating a gap that can be filled with a more nuanced approach to aviation policy.

An embrace of a locally minded travel culture also addresses another challenge facing the aviation industry — the climate crisis. The pandemic already nudged along a cultural shift towards cutting down unnecessary air travel as businesses became comfortable using platforms like Zoom, instead of flying in for face-to-face meetings. As companies become more conscious of their carbon footprint, tying sustainability goals into their responsibilities, business travel seems like an easy sector to curb. As far as tourism goes, Asian tourism especially holds immense potential for Australia and its economy. By targeting more ''slow travellers'' — visitors who will spend more time in various locations, seeking deeper engagement with their travel destinations — Australia can maximise the economic and social benefits derived from tourism. This approach projects as a more sustainable way to do tourism, built around encouraging longer stays and more spending for people who have flown to visit a far away destination. For Australian tourism powerbrokers, it means changing the mindset from constant growth to making the most of limited resources and focusing on a regenerative tourism model.

Tourism is often heralded with the glamorous view that it creates a better world because it fosters a better understanding of each other's cultures and ways of living. This can only be achieved if it's done authentically — if travellers take the time to engage with a destination. Fast tourism — the ''drop in, drop out'' model of passing through many locations rapidly — is losing its appeal. Australia can benefit. The silver lining of the cost-of-living crunch and airfare rise is that it presents a fantastic opportunity to open up the rest of the country, which is full of destinations many in Australia and the region haven't explored. By promoting slower travel and encouraging visitors to venture beyond the typical tourist hotspots, Australia can showcase its diversity, beauty and rich cultural heritage to the world. (360info.org) PY PY

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Travel Daily has reported all of the important travel industry stories in Australia every weekday since 1994. Headlines and stories from our most recent issues are below, and you can use the search function at right to look for older stories.

Subscribers receive a PDF newsletter each day with all the details behind the stories below. Subscribers also receive breaking news e-blasts keeping them informed of the important industry news and announcements as they come to hand.

Latest Headlines

Atia unveils atas social media showcase.

THE Australian Travel Industry Association (ATIA) is on the lookout for travel agencies around the country who are most proud of their ATAS accreditation and are eager to show it off on social media.

WA spends big on tourism

WESTERN Australia will spend more than $300 million on a variety of initiatives to support the state’s tourism industry as part of the 2024/25 State Budget.

Preferred Hotels & Resorts adds 15

FROM the wilderness of the Himalayas to the white sandy beaches of Cancun, independent hotel brand Preferred Hotels & Resorts has just announced 15 new member properties, each featuring a range of distinct guest experiences.

G adds more Jane trips

G Adventures has expanded its Jane Goodall Collection with five new wildlife-focused trips in celebration of the famous environmentalist’s 90th birthday.

Hidden fees exposed

AIR travellers in the US must now be shown all fees relating to their fare at the time of booking, under a new rule imposed by the Department of Transportation.

Qantas doubles SAF prog

QANTAS’ Sustainable Aviation Fuel (SAF) Coalition program has doubled the number of partners and members since it was launched to the market in 2022 (TD 11 Nov 2022).

APT Asia 2025 unveiled

APT has announced the launch of its 2025 Asia program, which features five new luxury holidays in India, Sri Lanka, and Japan.

Kiwi cruisers on track to reach 2019

IN A welcome boost for the Australian cruise sector, the country’s second-largest source market is well on track to recover to pre-pandemic volumes.

AA delays contentious loyalty decision

AMERICAN Airlines’ controversial plan to prevent some travel agencies’ clients from accruing loyalty points has been delayed by two months.

Embraer orders take off

COMMERCIAL aviation backlog orders at aircraft manufacturer Embraer have hit record highs of US$11.1 billion, the latest stats from the company show.

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Australian prime minister describes domestic violence as a 'national crisis'

CANBERRA, Australia — Australian Prime Minister Anthony Albanese on Monday described domestic violence as a “national crisis” after thousands rallied around the country against violence toward women.

Thousands protested in cities around Australia on Sunday to draw attention to the deaths of 27 women so far this year allegedly caused by acts of gender-based violence in a population of 27 million.

Albanese said Monday that the rallies were a call to action for all levels of the Australian government to do more to prevent gender-based violence.

“Quite clearly, we need to do more. It’s not enough to just have empathy,” Albanese told Nine Network television. 

“The fact that ... a woman dies every four days on average at the hand of a partner is just a national crisis,” he added.

There were 17 rallies held across Australia over the weekend, with an estimated 15,000 people demonstrating in the city of Melbourne.

Albanese said he would host a meeting with Australian state and territory leaders on Wednesday to discuss a coordinated response.

Albanese, his Women’s Minister Katy Gallagher, and Social Services Minister Amanda Rishworth received a hostile response when they attended a rally on Sunday in the capital, Canberra.

Protesters yelled at the government leaders, “we want action” and “do your job.”

Albanese said there needed to be more focus on perpetrators and prevention of violence. “We need to change the culture, we need to change attitudes — we need to change the legal system,” he told the rally.

The Associated Press

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Venice now charging tourists $8 to enter city

Aussies planning on visiting a major European city will have to pay a fee or cop a hefty fine of up to $450 in a move that’s sparked outrage.

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Aussies planning on visiting Venice as part of their Europe trip will have to pay $8 before entering the popular city.

The Italian hotspot is the first city in the world to charge tourists an entrance fee in a bid to tackle mass tourism.

The cover charge came into effect on Thursday with visitors required to buy a five-euro ($8.20) ticket, enforced by spot checks at key points of entry into the UNESCO World Heritage site.

If tourists don’t pre-register to obtain a QR code, they will cop a hefty fine of up to $450. There are some exceptions, though, such as if you’re staying overnight in a hotel as those people already pay a tourist tax. However they too will have to register their presence to request an exemption to the fee.

Essentially, anyone entering the city on dates the fee is charged must carry either a ticket or an exemption, unless you’re a resident or born in Venice, but they too will need to show their identity documents.

For now it is a trial with a ticket required during the day between 8am and 4pm. Tickets can either be purchased online or at the new ticket office at the train station.

Mayor Luigi Brugnaro said 15,700 people bought tickets on Thursday and while he hailed it a smooth launch, it has already sparked major backlash with locals who participated in a protest saying the new scheme treats the historic Italian city like a museum.

Signs were held near the Santa Lucia train station on Thursday morning that read ‘Stick it to the ticket!’ and ‘Venice is not for sale!’.

“This is not a museum, it’s not a protected ecological area, you shouldn’t have to pay – it’s a city,” Marina Dodino, from the local residents’ association ARCI, told AFP.

Protesters say that at its largest the group was 1,000 strong, while the authorities said that only 300 attended.

Ruggero Tallon, one of the main protest organisers and the spokesperson for anti-cruise ship campaign group No Grandi Navi, told CNN that the group had planned to erect a banner spelling out “Welcome to Veniceland” and hand out fake “tickets” to passers-by, but were stopped by police. Instead they marched to Campo Santa Margherita, one of the city’s main squares.

“We rose up against the mayor’s idea of a closed city, a museum city,” Mr Tallon told the publication.

“A ticket does nothing. It doesn’t stop the monoculture of tourism. It doesn’t ease the pressure on Venice. It’s a medieval tax and it’s against freedom of movement.”

According to the publication, Mr Tallon also expressed concern that the project is being managed by a private company, which will receive people’s data, and suggested that other moves by the authorities – including angling for the return of cruise ships to the lagoon, and not yet restricting Airbnbs – are adding to the problem.

Venice has long had its problems with the mass arrival of cruise ships and in 2021, banned cruises from Venice lagoon over concerns about the environmental impact of the huge liners on the city.

Meanwhile, the mayor believes the “Venice Access Fee” is “not an expense” but a way to “make people understand that we need to change”.

“[And] therefore dilute visits to the city,” Mr Brugnaro said in a statement.

The city has faced ongoing struggle with mass tourism in turn having affected residents living with the congestion, environmental damage and affects on their lifestyle.

Venice’s population is around 50,000 and has been consistently falling, from a peak of 175,000. If the population falls below 40,000, there is concern that Venice will cease to be a viable living city, according to The Conversation .

The ticket idea had long been debated but repeatedly postponed over concerns it would dent tourist revenue and compromise freedom of movement.

“The aim is to find a new balance between tourism and the city of its residents,” Simone Venturini, the local councillor responsible for tourism, told AFP.

Ashish Thakkar, an American tourist visiting Venice with his wife, questioned how much of an effect the day pass would have.

“If I’m coming all the way from out of the country, five euros just to get access to the city — I wouldn’t mind paying it,” he said.

Some residents complain the measures fail to address another major issue – the expansion of short-term apartment rentals through websites such as Airbnb, which are squeezing out long-term tenants.

“You have to start with the houses if you really want to solve the problem of tourism in Venice,” said Federica Toninello, a local campaigner.

Sylvain Pelerin, a French tourist who has been visiting for more than 50 years, believes it a good idea and will help slow down the numbers of tourists in Venice.

Others have also taken to social media to weigh in on the move.

“That’s not going to stop anyone from wanting to go there on their Italian vacation. Just a money grab, who’s gunna (sic) say we’ll I came across world to see Italy, but I’ll pass on Venice cause of 5 bucks,” one person wrote on TikTok.

Another said it was “fair” and it was a “great idea” while one person said because of the fee, they won’t be visiting.

Venice, spread over more than 100 small islands and islets in northeastern Italy, was listed by UNESCO as a World Heritage site in 1987.

But at peak times, 100,000 visitors stay overnight in the historic centre, double the resident population of just 50,000.

More Coverage

Last year, UNESCO threatened to put Venice on its list of heritage in danger, citing mass tourism as well as rising water levels in its lagoon , which are attributed to climate change.

However, it escaped the ignominy only after local authorities agreed the new ticketing system.

– with AFP

A photo of three young men standing on a rock in the Queensland bush has sparked furious controversy online.

Travellers are being warned to expect major disruptions at French airports, with an anticipated strike threatening to cause chaos.

Visitors could soon be banned from one Australia’s most popular outback tourist destinations under a plan to protect the “sacred place” for its traditional owners.

International tourist figures still millions below pre-COVID levels as slow recovery continues

For two years, Marcela Ribeiro worked three jobs to save for her dream holiday to Australia.

Like millions of people across the globe, the 35-year-old from Brazil had long wanted to explore the country's world-famous destinations, specifically the Great Barrier Reef, World Heritage-listed rainforest and sandy beaches. 

"I worked really, really hard, many jobs, to get here," Ms Ribeiro said.  

"The flights were very expensive, so I have to watch everything I spend. I can't afford to eat out in the restaurants every day." 

It's been a similar story for William Grbava from Canada and Amelia Mondido from the Philippines, who last week arrived in Australia for a holiday. 

"It's expensive here, much more than we were expecting. We have only been able to factor in a short stop in Sydney," Mr Grbava said. 

"We just had a beer and a pizza in Circular Quay for $50.

 "What I really wanted to do was drive up the coast to Brisbane, through Byron Bay and those beautiful towns. That's what I did when I was younger. But with the cost of fuel and car rental, it wasn't possible." 

Industry yet to recover to pre-COVID levels 

It's been more than four years since Australia's borders suddenly closed to the rest of the world and became one of the most isolated destinations on the globe. 

COVID-19 wreaked havoc across the country's economy, but nowhere was the pain as instant or more devastating as in the tourism industry. 

In 2019, 8.7 million tourists visited Australia from overseas in an industry that was worth $166 billion. 

New figures from Tourism Research Australia show there were only 6.6 million international visitors last year, a deficit of more than 2 million compared to 2019 levels.  

Victoria experienced the largest loss in international visits at 33 per cent, followed by Queensland at 24 per cent and New South Wales at 22 per cent. 

Nationally, Chinese visitor numbers — which made up the bulk of visitors to Australia pre-pandemic — slumped to 507,000 last year, down from 1.3 million in 2019. 

Figures for the month of February show more than 850,000 people visited Australia, an increase of 257,000 for the same time in 2023, but 7.5 per cent less than pre-COVID levels. 

Gui Lohmann from Griffith University's Institute for Tourism said there were a number of reasons for the slow return of international visitors. 

"The airfares are significantly high and we are under an inflationary situation with labour and food costs," Professor Lohmann said. 

"It could be challenging for Australia to reach above 8 million international visitors in the scenario we are in at the moment." 

Professor Lohmann said cost-of-living pressures were also at play in the return of international tourists, as was a "reset" in European thinking.  

"Many Europeans believe a long-haul trip is quite damaging to the environment and they're also flying less generally," he said. 

"Their domestic airline routes no longer exist [and] have been replaced by train trips." 

He said China's ongoing economic problems, the war in Ukraine and United States' election were also having an impact.  

"It's a much more complicated world we are facing after the pandemic," he said. 

A long road to recovery 

Oxford Economics has forecast it could take until 2025-26 before Australian tourism returned to pre-pandemic levels. 

Tourism Australia, a government agency that promotes holidays, said the strongest markets since borders reopened had been New Zealand, the United States and the United Kingdom. 

"We always knew that the recovery of international travel to Australia would take time, and we have continued to see the steady return of international visitors to our shores," a spokeswoman said. 

Maneka Jayasinghe, a tourism expert at Charles Darwin University, said affordability was a key factor in attracting visitors Down Under.  

She said the state and federal governments should consider subsidising travel to Australia. 

"Measures to reduce costs, such as discounted hotel prices, tourism package deals and food vouchers could be of importance to encourage visitors to Australia," Dr Jayasinghe said. 

"Tourism operators were badly hit during COVID so may not be in a financially viable position to provide further perks to visitors, especially the small-scale operators in smaller states and territories and those operating in remote areas." 

She said re-establishing links with traditional tourism markets, including Japan, was also a potential solution. 

"Countries with a rapidly growing middle class, such as India, could have high potential to grow. Some of the south-east Asian countries, such as Vietnam and Indonesia, could also be attractive due to their proximity to Australia." 

Dutch tourists Tim Erentsen and Laleh Maleki estimated it would cost them around $16,000 for their three-week holiday in Australia, where they are visiting Sydney, the Whitsundays and Cairns. 

"It has been expensive, especially the flights," Mr Erentsen said. 

Ms Maleki said the couple had travelled extensively throughout Europe and the US and the cost of hotels and food in Australia was comparable. 

"We thought if we were coming all this way and spending the money to get here, we should stay a bit longer, which is adding to the cost," Ms Maleki said. 

But despite that extra cost, she said the trip had been worth it. 

"We love the nature, it feels very safe here. The food is so good and the people are very friendly." 

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