Australia’s inbound holiday sector, once the pride of the Southern Hemisphere’s tourism engine, is still sputtering toward recovery five years after the nation closed its doors to the world.
According to the latest numbers released by the Australian Bureau of Statistics, 336,060 short-term international holidaymakers landed on Australian soil in March 2025—virtually unchanged from the same month last year and still a sobering 16 percent below the pre-pandemic levels seen in March 2019.
It’s a painful anniversary. March 2025 marks five years since the abrupt border closures that rocked the global travel industry and brought Australian inbound tourism to a standstill.
Peter Shelley, the straight-talking Managing Director of the Australian Tourism Export Council (ATEC), isn’t sugar-coating the issue.
“These figures for March 2025 show how far we still have to go to rebuild inbound holiday visitation,” Shelley said. “Despite strong interest and intent to travel to Australia, as showcased recently at ATE in Brisbane, we’re still falling short of converting that into real arrivals.”
The enthusiasm is there, but the aeroplane seats are not filled. It’s the tourism equivalent of promising to visit Gran and never booking the train ticket.
Shelley believes the sector’s determination has kept it afloat, but it’s time for more than grit and good intentions.
“The industry has shown incredible resilience,” he noted. “But we now need targeted structural supports to lift Australia’s competitiveness. Improved aviation access, simplified visas, and sharper destination marketing are vital if we’re to bridge the gap.”
One significant hope lies in the Federal Government’s THRIVE 2030 strategy—a ten-year blueprint to steer Australian tourism toward long-term success. But as anyone in business knows, strategy without funding is a recipe for inertia.
“We’ve developed a series of practical proposals that align with THRIVE’s goals,” Shelley explained. “Our recommendations highlight clear areas—across destination, market, business and structural levels—where support will make a real difference.”
ATEC isn’t simply lobbying for cash—it’s presenting a blueprint for revival. But Shelley warns that without timely, tangible government investment, Australia risks losing its appeal in the global tourism race.
“Now is the time for Government and industry to work together to realise the full potential of international tourism and ensure Australia remains a competitive, world-class destination.”
His message is clear: if we sit back, other destinations won’t. While Australia recalibrates, rivals are already charming back their visitors with incentives, upgrades and seamless travel experiences.
The writing is on the wall as the tourism sector looks to round out 2025 with renewed momentum. Recovery is possible—but only with decisive action, not passive optimism.
And if Australia wants to welcome the world back with open arms, it must first meet it halfway—with open skies, streamlined systems, and the kind of national welcome mat that makes the long journey Down Under undeniably worth it.
By Susan NG
