Tourism Australia targets growth in Asia amid rising arrivals

Australia is shifting its tourism strategy towards the growing Asian travel market, responding to changing visitor trends and expanding aviation links.

The updated approach – balancing growth in Asia with continued engagement in Western markets – was outlined on April 28 at the Australian Tourism Exchange (ATE25) in Brisbane, a four-day event featuring a record 1,600 sellers and 726 global buyers, aimed at driving international visitation in both the short and long term.

Tourism Australia managing director Phillipa Harrison presented the plan, noting that arrivals from Asian markets doubled between 2010 and 2019, with a further 50 per cent increase projected by 2035.

“We’re casting our minds now to 2035 and thinking about the sustainable growth of the tourism industry,” Harrison told 68 international media representatives from 17 countries.

“The Asian century…