In a new initiative, Tourism Australia has launched We are the Australian Tourism Industry, a campaign aimed at underscoring the critical importance of tourism to Australia’s economy.
This industry-wide effort highlights tourism’s role as a key driver of economic growth, with projections estimating its value will reach $220 billion by 2028.
Essential to Economic Recovery
As the tourism sector continues its post-pandemic recovery, Australian Minister for Trade and Tourism, Don Farrell, emphasised its essential role in the nation’s prosperity.
“Tourism is the lifeblood of so many communities,” said Farrell. “A thriving tourism industry is crucial to our economic prosperity. International visitors returning to Australia will support growth in tourism and local businesses across the country, bolstering local economies.”
Tourism Australia’s Managing Director, Phillipa Harrison, noted that international arrivals have been steadily increasing.
“Recovery was always going to take time, and over the past two and a half years since borders reopened, we’ve seen growth from key markets,” Harrison explained. She emphasised that tourism’s benefits extend beyond the sector itself, with “a halo effect” that positively impacts industries like food production, hospitality, and local services across the country.
Campaign Highlights and Upcoming Events
The We are the Australian Tourism Industry campaign showcases the dedication and resilience of Australian tourism operators, whose optimism continues to propel the industry forward. The campaign’s first video has been released to coincide with the opening of registrations for Destination Australia, Tourism Australia’s flagship event set for March 2025. The campaign videos will also be featured at national and state tourism award events around Australia, celebrating the sector’s contributions to the broader economy and its path to sustainable growth.
