Australia’s inbound tourism sector is showing signs of stabilisation, with the latest ATEC Summer Pulse Check revealing rising confidence, stronger forward bookings and renewed activity across key international markets.
Industry optimism growing
The nationwide survey of ATEC member businesses indicates that while recovery remains uneven across regions, confidence continues to firm. Increased demand from Asia and the Pacific, improved conversion rates and stronger engagement from global buyers are driving a more positive outlook.
At the same time, operators continue to highlight workforce shortages and limited air capacity — particularly for regional destinations — as barriers to fully realising growing demand.
Recovery edges toward pre-pandemic levels
Many businesses now report operating at or near 2019 volumes, supported by returning distribution partners and deeper cross-industry collaboration. ABS data shows total short-term arrivals for September 2025 have matched pre-pandemic levels, with several key markets — including Vietnam, South Korea and India — now exceeding their 2019 performance.
China, the UK and Italy have also posted strong year-ending growth, while holiday travel overall continues a steady climb.
What the industry needs next
ATEC Managing Director Peter Shelley said the findings point to a sector back on more solid ground but still requiring strategic industry and government support to secure long-term, sustainable growth.
ATEC’s 2025 policy agenda outlines a series of priorities, including boosting air access, addressing workforce constraints, strengthening international distribution channels, accelerating digital innovation, and improving visa systems to enhance global competitiveness. These priorities will now be refined ahead of ATEC’s Pre-Budget Submission.
