In a strategic push to underscore tourism’s pivotal role in Australia’s economy, key players in the sector have launched a compelling campaign: We Are the Australian Tourism Industry. This movement aims to elevate awareness of tourism’s immense contributions, initiated by Tourism Australia, especially as the industry gears to hit a projected $220 billion by 2028.
Tourism is one of Australia’s most vital economic pillars. It is a critical engine for job creation, economic growth, and cross-sectoral support. Following an unprecedented global downturn, the sector has steadily rebounded, driven by substantial international visitor numbers and domestic engagement. Minister for Trade and Tourism Don Farrell emphasized the indispensable nature of tourism to both local and national economies, stating, “Tourism is the lifeblood of so many communities across Australia.”
Resilience and Revival Amid Challenges
As Australia witnesses a robust return of international visitors, the tourism industry’s resurgence signifies more than just numbers. It is a testament to an industry’s resilience that fuels various sectors, from agriculture and hospitality to transportation and retail. Farrell says, “A thriving tourism industry is essential for our economic prosperity. Tourism is a major export earner and a vital employer, generating jobs and opportunities nationwide.”
Trade and Tourism Minister Senator the Hon Don Farrell and Tourism Australia MD Phillipa Harrison.
The recent data on international visitor influx shows the industry’s resilience. Phillipa Harrison, Managing Director of Tourism Australia, reported a consistent rise in international arrivals from key markets. “We always anticipated a gradual recovery,” Harrison said. “Over the last two and a half years, we’ve watched the sector make strides towards sustainable growth. It’s crucial—not only for tourism but for the ‘halo effect’ that touches numerous other local businesses, from food producers to hospitality and service providers.”
Community Impact: Beyond Just Tourism
Tourism’s influence ripples through the community, supporting numerous businesses that rely indirectly on the industry’s health. Harrison highlighted the campaign’s objective to recognise the tourism businesses that fuel this industry, acknowledging their tenacity and dedication. “We thank our dedicated tourism operators who have joined We Are the Australian Tourism Industry. Their resilience, optimism, and passion are critical to our collective growth,” she added.
A Vision of Growth: Destination Australia 2025
The campaign’s first video instalment was launched alongside registrations for Destination Australia, Tourism Australia’s premier industry event, scheduled for March 2025. This event is anticipated to convene tourism stakeholders nationwide, providing a platform to share insights and strategies to guide the industry forward.
Upcoming We Are the Australian Tourism Industry episodes will be featured at regional and national tourism award ceremonies, amplifying the campaign’s impact. Industry participants are encouraged to engage with the campaign and promote Tourism Australia’s initiatives through social channels and other platforms.
Global Outreach and Economic Influence
The campaign seeks to rebuild tourism and reinforce Australia’s global image as a leading travel destination. With strategic plans focused on sustainability, growth, and international outreach, the initiative anticipates leveraging a growing influx of travellers as a significant revenue stream and a critical component of Australia’s post-pandemic economic resurgence. The tourism sector’s recovery promises economic benefits, bolstering sectors tied to agriculture, service industries, and beyond.
Through We Are the Australian Tourism Industry, Tourism Australia and key figures like Farrell and Harrison aspire to lead the sector into a vibrant new era where tourism drives substantial economic contributions and enhances local communities. Farrell’s words resonate as a rallying cry for an industry on the brink of reaching new heights: “We know that a strong tourism industry means strong local economies.”
With a steadfast vision and support from industry stakeholders, Australia’s tourism industry is set to reclaim its critical economic role. It aims for a $220 billion mark by 2028, a milestone that promises prosperity and sustainable growth across the nation.
Written by: Michelle Warner
