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Australia’s tourism sector has made a respectable return from the wilderness years, yet industry leaders caution that recovery alone is not a strategy. Without deliberate policy settings and sustained investment, today’s rebound could easily become tomorrow’s missed opportunity.

That is the clear message from the Australian Tourism Export Council (ATEC), which has used its Pre-Budget Submission to urge the Federal Government to act decisively, not later, but now, to convert renewed global interest in Australia into tangible economic gain.

👉 Read the full submission here: https://www.atec.net.au/public/93/files/ADMIN/ATEC-PBS%202026.pdf.

At the heart of ATEC’s argument is a simple but often overlooked truth: admiration does not automatically translate into airline seats filled, regional tours booked, or export dollars banked.

ATEC Managing Director Peter Shelley distilled the challenge with characteristic precision.

“Australia remains a desired ‘bucket list’ travel destination for many markets, but interest in the destination alone does not deliver jobs, regional dispersal or export income,” Mr Shelley said.

“To secure long-term growth, we need the right settings in place to convert awareness into visitation and economic return.”

It is a reminder that tourism, much like farming, requires careful cultivation. Sunshine helps, but infrastructure, access and distribution ultimately determine the harvest.

Aviation: The Front Door Must Stay Open

ATEC is calling for stronger alignment between aviation and tourism policy, warning that capacity constraints and airfare affordability continue to restrict Australia’s reach into lucrative long-haul markets.

For a nation famously positioned at the far end of the flight map, air access is not merely a convenience; it is the economic lifeline of the visitor economy.

If seats remain scarce or prohibitively priced, travellers will simply look elsewhere, and competing destinations are only too happy to oblige.

Marketing Matters But So Does Conversion

The council is also advocating continued investment in Tourism Australia’s international marketing efforts, arguing that demand generation must be paired with robust inbound distribution networks capable of turning inspiration into confirmed bookings.

This is particularly critical for small operators, regional experiences and Indigenous tourism businesses — the very offerings that give Australia its texture and storytelling power.

Without effective trade pathways, even the most compelling campaign risks becoming little more than an expensive postcard.

Visas: The Quiet Deal-Breaker

Few travellers wax lyrical about visa processes, yet friction at this stage can quietly derail intent.

ATEC is pressing for further reform to streamline applications and processing times, noting that efficiency directly influences traveller confidence.

“Visa efficiency is one of the most powerful drivers of conversion in competitive long-haul markets,” Mr Shelley said. “Improvements to visa applications and processing, which provide a more ‘welcoming’ traveller experience, can directly strengthen our competitiveness without compromising system integrity.”

From Stabilisation to Strength

The broader opportunity for government, Shelley argues, is to shape outcomes rather than merely react to them.

“Coordinated action across aviation, marketing, visas, market engagement and industry capability [will enable] tourism to move from stabilisation to sustained growth and continue delivering value for the Australian economy,” he said.

In plain terms, Australia has regained its footing now it must lengthen its stride.

For a sector that has long been one of the nation’s most dependable export earners, the path forward is neither mysterious nor radical. It calls for alignment, investment and a steady policy hand.

After all, travellers may dream of Australia. The task ahead is to ensure they arrive.