Australia is heading into 2026 with something the tourism sector hasn’t enjoyed in a while: confidence that finally feels earned.
The latest International Visitor Survey (IVS) results for September confirm what operators on the ground have been quietly reporting all year, not a sugar-hit recovery, but a steadier, more reliable return of international visitors who are staying longer, spending more and choosing Australia with intent rather than impulse.
It is not a boom. But it is something better: momentum with substance.
The figures mirror the lived experience of members of the Australian Tourism Export Council (ATEC), who have watched 2025 unfold as a year of consolidation rather than celebration, a slow burn, yes, but increasingly resilient.
“What we’re seeing across the year is a stabilising market with meaningful signs of strength,” ATEC Managing Director Peter Shelley said of the results.
That strength is showing up where it matters most. Visitors are extending their stays, opening their wallets and engaging more deeply with Australia’s tourism offering a critical indicator that the country’s appeal in global markets remains intact, even as competition intensifies.
“Visitors are staying longer and spending more, confirming that Australia’s offering continues to resonate strongly in key markets but at the same time, the recovery remains patchy, with some regions yet to feel the uplift seen nationally,” Mr Shelley said.
Tourism Research Australia’s latest forecasts add further ballast. Holiday travel is projected to grow by 27 per cent by 2030, with the strongest demand expected from the China, Hong Kong and India markets, which historically deliver high-value travellers and long-haul resilience.
For 2026, the task is less about recovery and more about relevance.
“The task for 2026 is to keep Australia visible in market, supporting exporters to stay connected overseas, and to ensure the industry has the capability and tools to keep pace with global competition and capture opportunities in expanding markets,” Mr Shelley said.
After years of rebuilding, the message is clear: standing still is no longer an option.
“Our sector has worked incredibly hard to rebuild and these results show the work but also highlight the importance of staying proactive. With the right investment in market presence and industry capability, Australia is well-positioned to turn this steady recovery into durable long-term growth and to secure its share of the rising global visitor economy.”
In short, Australia’s tourism comeback may not be loud, but it is finally sounding convincing.
by Alison Jenkins – (c) 2025
Read time: 2 minutes.
About the Writer.
Alison Jenkins has spent much of her career at thirty thousand feet or at least close to it. Having worked in several sales roles with several airlines, she built a reputation for knowing her clients and flight schedules. Quick with a smile and sharper still with a deal, she became one of those rare people who could charm passengers and partners without losing her professional edge.
Trade shows and FAMILS were all part of the territory, and Alison became a regular on the circuit, with suitcases, smiles, and a notepad never far from reach. Somewhere between airport lounges and hotel lobbies, she discovered she loved telling the stories behind the journeys. Her post-FAMILS reports, meant for internal newsletters, began to take on a life of their own, lively, observant, and unmistakably hers.
That’s when Alison realised she wasn’t just selling travel, she was meant to write about it.
