Tourism’s critical role in the Australian economy

“We are the Australian tourism industry”

Media release

Members of the Australian tourism industry have come together to take part in a Tourism Australia led industry initiative We are the Australian tourism industry to highlight the importance of tourism to Australia’s economy.

With tourism approaching a critical period in its ongoing recovery those on the frontline of the industry have issued a reminder about the value of tourism, which is expected to be worth $220 billion by 2028.

Minister for Trade and Tourism, Don Farrell, said the tourism industry is the lifeblood of so many communities around the country.

“We know that a thriving tourism industry is crucial to our economic prosperity. It is a major export earner and employer, creating jobs and opportunities across Australia” Mr Farrell said.

“International travellers are returning to our shores in growing numbers and that will help to support tourism and travel businesses to continue to grow. We know that a strong tourism industry means strong local economies.”

Tourism Australia Managing Director, Phillipa Harrison, said international arrivals have been steadily returning to our shores from key markets around the world.

“We always knew recovery would take time and we have experienced that over the past two and a half years since international borders reopened,” Ms Harrison said.

“We are on our way to returning to a path of sustainable growth and it is important we do, not only for tourism, but for the halo effect the industry has on so many other local businesses from food growers and producers, to hospitality and cleaners and so much more.”

“We thank our busy tourism business owners and operators who have taken the time to take part in We are the Australian tourism industry. It is their ongoing resilience, optimism and passion for the industry which will help to drive our future growth.”

The first episode of We are the Australian tourism industry was launched as registrations opened to Tourism Australia’s flagship event, Destination Australia, to be held in March 2025. The videos will also feature at upcoming State and National tourism awards around the country.