Tourism Australia Emphasizes Luxury and AI in Response to Rising Inbound Travel
Tourism Australia is focusing on luxury travel, long-stay visits, and AI-driven marketing as international visitation nears pre-pandemic levels. The organization, led by Managing Director Robin Mack, reported a 10% increase in inbound arrivals, reaching 9.1 million visitors in the year to March 2026. This growth is supported by a $56 billion increase in overnight visitor expenditure and a rise in tourism jobs. The 'Come and Say G’day' campaign remains central to their strategy, having garnered 743 million video views globally. Tourism Australia is also investing in travel advisors and airline partnerships to sustain this momentum. 
