Tourism in Australia is far more than an economic sector. It is a powerful expression of national identity, connecting people with landscapes, cultures, communities and experiences that define Australia at home and abroad.

In 2026, Australia’s tourism industry continues to rebuild and evolve following the disruption of the COVID-19 pandemic. While international visitation has recovered strongly, the sector is adapting to changing traveller expectations around sustainability, authenticity, Indigenous experiences and regional exploration.

According to Tourism Research Australia, tourism contributed approximately $166 billion to the Australian economy in 2023–24, accounting for around 3.5% of Australia’s GDP, while supporting more than 700,000 jobs across accommodation, hospitality, transport, retail and visitor experiences.

Tourism is no longer simply about travel.

It is about how Australia shares its people, places and stories with the world.

People: Experiences, wellbeing and cultural connection

Tourism shapes how Australians connect—with each other and with their country.

Domestic travel has become increasingly important, with Australians placing greater value on:

• nature-based experiences
• food and wine tourism
• Indigenous cultural tourism
• wellness escapes
• regional exploration

International visitors are similarly seeking more meaningful and immersive experiences rather than traditional sightseeing.

Tourism also contributes significantly to community wellbeing by supporting cultural events, festivals, sporting events and local businesses that improve quality of life for residents as well as visitors.

Tourism is increasingly driven by experiences that create connection—not simply destinations that create photographs.

Government: Investment, recovery and destination management

Government plays a critical role in supporting Australia’s visitor economy.

Federal and state governments invest in:

• destination marketing
• aviation connectivity
• national parks
• cultural attractions
• regional tourism infrastructure
• major events

The Australian Government’s THRIVE 2030 Strategy provides the national framework for rebuilding and growing tourism, with a focus on sustainability, workforce development and First Nations tourism.

At the same time, governments are balancing tourism growth with environmental protection and community wellbeing, particularly in destinations experiencing increasing visitor numbers.

Government increasingly views tourism as a long-term economic development strategy rather than simply a marketing exercise.

Place: Landscapes, regions and Australia’s competitive advantage

Few industries are more dependent on place than tourism.

Australia’s competitive advantage lies in its extraordinary diversity of landscapes, including:

• The Great Barrier Reef
• Uluru
• ancient rainforests
• wine regions
• coastal destinations
• national parks
• vibrant cities

Regional tourism has become increasingly important, distributing economic benefits beyond major cities while encouraging visitors to experience Australia’s unique local communities.

Climate change, however, presents growing challenges. Extreme weather events, coral bleaching, bushfires and flooding increasingly influence visitor perceptions and destination resilience.

Australia’s places are its greatest tourism asset—and their protection is fundamental to the industry’s future.

Brands: Destinations, hospitality and Australia’s global reputation

Tourism is one of Australia’s strongest brand industries.

National, state and regional destination brands compete globally for visitors, while airlines, hotels, tour operators and hospitality businesses collectively shape Australia’s reputation.

Consumers increasingly choose destinations based on:

• authenticity
• sustainability
• safety
• quality experiences
• digital convenience
• value for money

Technology has also transformed tourism marketing, with social media, online reviews and creator content playing a significant role in destination choice.

Australia’s tourism brand increasingly extends beyond iconic landmarks to include Indigenous culture, culinary experiences, wildlife and environmental stewardship.

Tourism brands are no longer simply selling destinations—they are curating Australia’s global identity.

At the intersection: Tourism as a cultural system

Through the People–Government–Place–Brands framework, tourism becomes an interconnected cultural system:

• People seek meaningful experiences, connection and discovery.
• Government invests in infrastructure, promotion and sustainable growth.
• Place provides the landscapes, heritage and communities that attract visitors.
• Brands shape perceptions, experiences and Australia’s international reputation.

In Australia, tourism represents one of the clearest intersections between economic opportunity and cultural identity, transforming landscapes into livelihoods and experiences into lasting impressions.

Key Takeaways for 2026

Australia’s tourism sector is being reshaped by:

• growing demand for authentic and experience-led travel;
• increased investment in regional and Indigenous tourism;
• stronger focus on sustainability and environmental stewardship;
• digital platforms transforming trip planning and destination discovery;
• recognition that tourism supports both economic prosperity and cultural identity.

Tourism is no longer simply about attracting visitors.

It is about showcasing Australia’s people, protecting its places and strengthening its global reputation.

Looking Ahead

If tourism explores how Australia welcomes the world, the next sector examines how knowledge and innovation shape the country’s future workforce and global competitiveness.

Next in the series: “U is for…” Come back to find out. 

Sources & Further Reading

• Tourism Research Australia – Tourism Satellite Account
• Australian Government – THRIVE 2030 Visitor Economy Strategy
• Tourism Australia
• Australian Bureau of Statistics – Tourism Statistics
• Ecotourism Australia

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