Australia – the most successfully marketed medium to long-haul
tourism destination in the world

Our Role

To stimulate sustainable international and domestic demand for Australian
tourism experiences through industry leadership and coordination; and to
influence the actions of the industry’s tourism and travel marketing by:

• championing a clear destination marketing strategy;
• articulating and promoting a compelling tourism destination brand;
• facilitating sales by engaging and supporting the distribution network;
  
• identifying and supporting the development of unique Australian tourism experiences, especially Indigenous;
• promoting Australia as a leading sustainable business events destination;
• gathering and communicating reliable market intelligence and insights for improved decision making; and
• working with partners who can extend Tourism Australia’s influence.
  

Our Goal

Build Australia’s market share of targeted travellers through increasing demand

Our Objectives

Organisational - Increase spend and dispersal of targeted travellers and boost arrivals accordingly.

Statutory - Under the Tourism Australia Act (2004) the functions of the organisation are:

• to influence people to travel to Australia, including for events;
• to influence people travelling to Australia to also travel throughout Australia;
• to influence Australians to travel throughout Australia, including travel for events;
• to help foster a sustainable tourism industry in Australia; and
• to help increase the economic benefits to Australia from tourism.

Our Target Markets

Leisure - Experience Seekers, including those travelling to attend major events.

Business Events - Corporate Meetings, Incentives, Association Conferences and Exhibitions.

School groups - Short course English students and visiting friends and relatives of international students.