What's Happening?
Australia's inbound tourism sector is experiencing a steady recovery as it enters 2026, with international visitation showing solid growth. According to the latest International Visitor Survey, the market is stabilizing with visitors staying longer and
spending more. However, the recovery remains uneven, with some regions not yet experiencing the national uplift. The Australian Tourism Export Council (ATEC) highlights the importance of maintaining market presence and industry capability to sustain this growth. Key markets such as China, Hong Kong, and India are expected to drive future demand, with holiday travel projected to rise by 27% by 2030.
Why It's Important?
The recovery of Australia's tourism sector is crucial for the country's economy, as it supports numerous jobs and businesses. The steady increase in international visitors indicates a growing confidence in Australia's tourism offerings, which can lead to long-term economic benefits. However, the uneven recovery suggests that targeted strategies may be needed to ensure all regions benefit. Continued investment in marketing and industry capabilities will be essential to compete globally and capture opportunities in expanding markets. The sector's ability to adapt and innovate will determine its success in securing a share of the rising global visitor economy.
