Future of Distribution
Heart Reef, Great Barrier Reef, Queensland © Tourism Whitsundays
In 2024, Tourism Australia undertook a research project in partnership with Deloitte to unpack the post-pandemic complexities of tourism distribution
Travel distribution, which is the process of making tourism products and experiences available and accessible to potential customers through travel distributors or intermediaries, is experiencing change. For Australia, which is considered a complex, long-haul, and infrequently visited destination for travellers we know distribution is so important to convert interest to bookings.
Outlined in this ‘Future of Distribution’ report are high level insights to support tourism operators and the Australian tourism industry in responding to the rapidly evolving consumer dynamics and the global travel distribution landscape. Reflecting our focus on 15 priority markets, which historically have delivered 80 per cent of visitors to Australia, this report also includes additional insights specific to these markets.
