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Australia has big goals for its tourism industry, including growing to $230 billion in the next five years. But Australian officials say they want sustainable growth.
Editor-in-Chief Sarah Kopit and Head of Research Seth Borko discussed Australia’s tourism ambitions and more with Pip Harrison, managing director of Tourism Australia, in this episode of the Skift Travel Podcast.
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Key Points
Tourism’s Economic Impact: Tourism is Australia’s number one service export and fourth-largest overall export, contributing $177 billion to the economy and supporting one in 13 jobs across 300,000 businesses.
Growth Strategy for 2030: Australia aims to grow its tourism economy to $230 billion by 2030, focusing on sustainable development, minimizing environmental and social impact, and maintaining community support.
Aviation and Connectivity: Aviation is crucial for Australian tourism, with efforts to rebuild flight capacity post-pandemic. Upcoming direct flights like Sydney to New York (Project Sunrise) will improve accessibility and change perceptions of Australia’s distance.
Marketing and Visitor Trends: Tourism Australia’s strategy highlights Australia’s welcoming nature, unique landscapes, and wildlife. The “Come and Say G’day” campaign builds on this sentiment, with new iterations launching soon.
Sports Tourism and 2032 Olympics: Sports play a major role in Australian culture and tourism. With Brisbane hosting the 2032 Olympics, the event is expected to drive a long-term boost in visitation, similar to the impact of the 2000 Sydney Olympics.
Episode Summary
Pip Harrison, Managing Director of Tourism Australia, discussed the importance of tourism to Australia, noting that its tourism industry is making progress in its recovery from the pandemic. Australia has seen strong growth in visitor numbers from India, while the large-scale return of tourists from China remains slower but promising.
The U.S. is a key market for Australia, and Tourism Australia is investing heavily in marketing efforts aimed at high-spending American visitors. Advances like new ultra-long-haul flights from Sydney to New York could reduce perceived travel barriers.
Major sporting events, like the 2032 Brisbane Olympics, are expected to boost tourism significantly, similar to the 2000 Sydney Olympics. Overall, Tourism Australia is focused on sustainable growth, aviation connectivity, and leveraging global events to attract visitors.
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