Tourism industry gathers in Melbourne / Narrm for Destination Australia 2026 with a focus on future growth, competitiveness, and sustainable tourism

Media Release

More than 800 members of the tourism industry have come together today to take part in Tourism Australia’s annual Destination Australia conference, at Centrepiece Melbourne Park, to explore the future opportunities ahead for Australian tourism.

With the theme “Accelerating future growth, competitiveness, and sustainable tourism”, this year’s conference saw a range of speakers share their perspectives and insights on the strategies needed to drive both commercial success and enduring environmental and social responsibility.

Managing Director of Tourism Australia, Mr Robin Mack, shared the organisation’s strategic plans for the future and highlights of the soon-to-be released Tourism 2035 strategy.

“Global competition for the tourist dollar is at an all-time high and our industry is on the cusp of the next chapter of sustainable growth in international visitation,” Mr Mack said.

“As we have seen in recent weeks, global events can quickly disrupt travel and that’s why we have a strategic plan focused on creating future demand and competitiveness for Australia as a destination internationally and in turn helping to build resilience for our tourism sector.

“In 2025, total overnight international visitor expenditure reached a record $53.2 billion and of this $33 billion was generated specifically by our target audience of high yielding travellers which includes Holiday Makers, Visiting Friends and Relatives, Working Holiday Makers and Business Events. Through our Tourism 2035 strategy we will be looking to grow this high yield traveller spend with industry to between $61 and $69 billion by 2035.

“To do this, as an island nation, aviation capacity remains critical to our industry success. Whilst international aviation capacity reached record levels last year, with almost 1,900 flights a week from 70 different ports to 13 destinations around Australia, it is estimated an additional 4.4 million seats will be needed out to 2035 to support the future growth and success of our sector.”

At the event, Mr Mack also shared details of a new Tourism Australia-led industry rally cry to support and encourage responsible travel with the tourism industry, Green is Our Gold.

A new 90-second video invited businesses and organisations across leisure and business events to be part of the Green and Gold Promise: a shared industry vision to embrace sustainable travel and protect what makes Australia so special with five responsible travel Principles.

This important work builds on the National Sustainability Framework for the Visitor Economy (2023) and includes a new industry toolkit that will connect industry with practical tools to act.

The Minister for Trade and Tourism, Senator the Hon Don Farrell, opened the conference with a video message for industry along with leaders of the Australian tourism industry. Other key speakers included Marita Burke, Chief Creative Officer at MECCA and Lorie Argus, CEO Melbourne Airport. There were also discussions on regenerative tourism, aviation, digital marketing, and China market opportunities for the Australian visitor economy.