Ruqayyah Snyder
Australia's tourism industry is a crucial part of the country's economy, contributing significantly to its GDP and providing numerous job opportunities. The country's diverse landscapes, from coral reefs to the Outback, and vibrant cities attract millions of international visitors each year. In 2019, Australia welcomed approximately 8.7 million international tourists, with China being a significant contributor to the tourism industry's revenue. The COVID-19 pandemic caused a decline in international tourism, but Australia's industry is showing promising signs of recovery, with a focus on sustainable growth and an expected increase in international visitor expenditure.
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What You'll Learn
Australia's tourism industry is worth $140 billion
Australia's tourism industry is a significant contributor to the country's economy, and in 2010, the Australian Government valued it at $140 billion in overnight expenditure. This figure underscores the importance of tourism as a key economic driver for Australia, and the industry is expected to continue growing and recovering post-pandemic.
The Australian tourism industry offers a diverse range of experiences, from its world-renowned natural attractions to its vibrant cities and cultural heritage. The country's unique wildlife, landscapes, and outdoor tourism opportunities have made it a top destination on many travellers' bucket lists. Australia's natural beauty, including its coral reef systems, bushlands, and the Outback, attracts visitors from all over the world.
Domestic tourism is the backbone of Australia's travel industry, with Australians themselves being avid explorers of their own country. The country's vast array of seaside resort towns, mountain retreats, national parks, and wine regions cater to a range of domestic travellers. The domestic tourism market was valued at $63 billion, and it continues to be a significant contributor to the overall tourism industry's worth.
International tourism is also a crucial aspect of Australia's tourism industry. In 2019, there were 8.7 million international visitors to Australia, and the industry employed 666,000 people in 2018-19. China has emerged as a significant market, with Chinese visitors contributing about $12 billion to the economy in 2019. Other top source markets include New Zealand, the United Kingdom, and the United States.
The Australian Government recognises the importance of the tourism industry and has implemented strategies for sustainable growth, such as the THRIVE 2030 plan, which aims to reach $230 billion in visitor expenditure by 2030. With its diverse attractions, strong domestic market, and post-pandemic recovery, Australia's tourism industry is well-positioned for future growth and continues to be a significant economic contributor.
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Domestic tourism is the backbone of the industry
Australia's tourism industry is an important part of the country's economy, with domestic tourism serving as its backbone. In 2018-19, tourism was Australia's fourth-largest export, contributing A$60.8 billion to the national economy, which was 3.1% of its GDP. The industry employed 666,000 people in Australia in 2018-19, with about 48% of those employed being full-time and 54% female.
The domestic tourism market is estimated at $63 billion. Australians are avid domestic travellers, with an abundance of seaside resort towns in every state, many located on or near surfing beaches. There are also mountain retreats, numerous national parks, rivers, fishing spots, wine regions, and major tourist attractions. Domestic tourism peaks during Australian school holidays.
The Australian government has recognised the importance of the tourism industry and has implemented strategies to support its growth and sustainability. The government's visitor economy strategy, THRIVE 2030, aims to return to pre-pandemic visitor expenditure levels and promote sustainable growth. The natural beauty and diverse landscapes of Australia, including its world-renowned coral reef systems, vast bushlands, and the Outback, have made it a top travel destination worldwide.
The tourism industry in Australia is expected to continue expanding, with a projected tourism spending of $167 billion by 2025. The industry's growth is supported by a strong domestic market of enthusiastic travellers who enjoy holidaying at home. The hotel industry is also expanding, with major construction projects underway, and various employment opportunities.
Domestic tourism in Australia remains resilient and continues to be the primary source of revenue for the country's travel industry, even with the return of international travel. Australians exploring their own country bring in the biggest revenue share, highlighting the significance of domestic tourism to Australia's economy and its role as the backbone of the industry.
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The industry is recovering post-pandemic
The Australian tourism industry is recovering following the global disruption caused by the pandemic. In 2023, international visitor numbers to Australia exceeded five million, with New Zealand, the United Kingdom, and the United States as the top source markets. Australia's international travel market is taking flight once again, and the country's domestic tourism landscape is back in full swing. The Australian government allocated approximately AUD 1.2 billion in tourism support packages to aid recovery, including financial aid for businesses, subsidies for staff wages, and funding for marketing campaigns.
The post-pandemic revival in travel, combined with Australia's rich natural landscapes, is fueling rapid growth. Both domestic and international travelers increasingly seek adrenaline-pumping activities and immersive nature-based adventures, such as scuba diving in the Great Barrier Reef, skydiving over the Whitsundays, canyoning in the Blue Mountains, and trekking through the Tasmanian wilderness. Australia's geographical diversity, including coastlines, rainforests, deserts, and mountain ranges, positions it as a leading destination for these high-energy experiences.
The Australian tourism industry is also witnessing a shift towards sustainability. With sustainability coming to the forefront of destination choices, some Australians opt to travel closer to home to offset their carbon footprint. Tourism operators are adopting practices such as reducing waste, using renewable energy, promoting eco-friendly accommodations, and offering tours that support conservation and local communities. Businesses are embracing sustainable practices to attract eco-conscious tourists, lower their carbon footprint, and help preserve Australia's natural and cultural heritage.
The Australian government is backing the further recovery of Australia's visitor economy, with a $48 million tourism and travel package announced in the October 2022 Budget. The government and all state and territory jurisdictions have agreed to a National Sustainable Tourism Framework to ensure aligned definitions and goals. Australia's political stability and resilient economy offer a safe and low-risk business environment for prospective businesses and investors. The country's natural assets, such as world-class nature and wildlife, are key to its attractiveness as a destination and must be protected.
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China was the largest economic contributor in 2020
Tourism in Australia is a crucial component of the country's economy, encompassing both domestic and international visitors. In the 2018/19 financial year, tourism was the fourth-largest export in Australia, contributing A$60.8 billion to the economy, or 3.1% of the GDP. It also accounted for 8.2% of the nation's total export earnings in the same period.
In 2019, there were 8.7 million international visitors to Australia, and the tourism sector employed 666,000 people, constituting 1 in 21 jobs in the workforce. The domestic tourism market is estimated at $63 billion, with Australians being avid domestic travellers, exploring the country's diverse landscapes, from coastal cities to national parks and wine regions.
China was projected to be the largest economic contributor to Australian tourism by 2020, according to the 2020 Tourism Industry Potential report released by the Australian Government in 2010. This growth was anticipated due to China's position as a key emerging market. Indeed, China surpassed New Zealand as the top source of visitors to Australia in 2017, and in 2019, Chinese visitors peaked at over 1.4 million, contributing approximately A$12 billion to the Australian economy. Chinese visitors were also noted as the highest-spending visitors to the country.
The Australian government has recognised the significance of the tourism industry and has implemented various strategies and campaigns to support and enhance its growth. The "No Leave No Life" campaign, launched in 2009, aimed to encourage Australians to take their annual leave within Australia. Additionally, the THRIVE 2030 strategy outlines a plan to return to pre-pandemic visitor expenditure and promote sustainable growth in the visitor economy.
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The industry employs 666,000 people
Tourism in Australia is an important part of the country's economy, contributing significantly to its GDP and providing numerous job opportunities. In the financial year 2018/19, the tourism industry employed 666,000 people in Australia, accounting for approximately one in twenty jobs across the workforce. This figure represents a significant portion of the Australian labour market and highlights the industry's importance to the country's economy.
The Australian tourism industry offers a diverse range of employment opportunities. The hotel industry, for instance, employs a substantial number of people, including professionals such as lawyers, concierges, management executives, human resources staff, accountants, finance personnel, marketers, and civil engineers. The airline industry, while considered a separate sector, also contributes significantly to tourism-related employment. Other areas of employment within the tourism industry include travel agencies, tour operators, transportation services, restaurants, and entertainment providers.
The impact of the tourism industry on employment in Australia extends beyond direct tourism-related jobs. The industry supports a wide range of ancillary and supporting services, creating indirect employment opportunities. These include roles in marketing and advertising, infrastructure development, hospitality supply chains, and various business services. The tourism industry's contribution to job creation and economic growth is widely recognised, with the Australian government investing in its recovery and sustainable growth.
The Australian government has implemented initiatives such as the THRIVE 2030 strategy, which aims to promote sustainable growth in the visitor economy. This strategy focuses on balancing social, environmental, and economic factors to ensure a healthy and attractive tourism industry. Additionally, the government has provided funding to support the industry's recovery from the COVID-19 pandemic, which significantly impacted tourism-related employment. The industry's resilience and potential for growth are evident, with a projected increase in tourism spending and a growing number of international visitors.
The tourism industry in Australia is expected to continue growing and providing employment opportunities. With its diverse attractions, ranging from natural wonders to cultural experiences, Australia remains a popular destination for domestic and international travellers. The industry's recovery, supported by government initiatives and the easing of pandemic-related restrictions, is projected to result in increased tourism expenditure and a rise in the number of tourism-related jobs. The latest data from June 2023 indicates a positive trend, with nearly 713,000 tourism jobs in Australia, reflecting a significant increase from previous years.
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Frequently asked questions
Australia's tourism industry is huge. In 2018/19, it was the fourth-largest export, contributing A$60.8 billion to the national economy. In 2017, international travellers injected around A$51 billion into the economy.
In 2018/19, 666,000 people were employed in the tourism industry in Australia. That's around 1 in 21 jobs. As of June 2023, there were 713,000 tourism jobs in Australia.
In the year ending in September 2023, there were 6.1 million international trips to Australia. In the calendar year up to December 2019, there were 8.7 million international visitors. In 2017, 7.9 million international travellers came to Australia.
In 2017, international visitors spent around A$51 billion in Australia. In the year ending in September 2023, international visitors spent over A$23 billion in Australia.
Qantas, Virgin Australia, and Crown Resorts are the biggest companies operating in Australia's tourism market.
