Tourism Australia launches Tourism 2035 strategic plan

Tourism Australia has unveiled its ‘Tourism 2035’ strategic plan, a 10-year initiative designed to increase global demand and target high-yield travelers. The organization aims to grow total overnight high-yield traveler expenditure to between $61 billion and $69 billion by 2035, effectively doubling current levels to bolster Australia’s second-largest export sector.

Managing Director Robin Mack stated that the strategy addresses key global factors influencing traveler choice by leveraging technology and fostering industry-wide collaboration. The plan identifies several trends that will shape the next decade, including the ‘Asian Century’, the future of flight, the rise of travel for good, and the potential of major global events.

International visitation currently supports over 360,000 tourism businesses and more than 720,000 jobs across urban and regional Australia. To drive future growth, the agency will focus on connecting with travelers through digital platforms, artificial intelligence, and recommendation algorithms to ensure Australia remains a premier destination choice.