AusLeisure

With export tourism businesses still struggling with workforce shortages, high operating costs and challenges in re-engaging international markets, the Australian Tourism Export Council (ATEC) is calling on both major parties to prioritise policies that support the rebuilding of the industry to strengthen Australia’s competitiveness.

Releasing its 2025 Policy Pillars, ATEC has highlighted the key industry-driven priorities necessary for a sustainable and competitive future, including strengthening air access, workforce development, strengthening international distribution chains, investing in marketing Australia as a destination, supporting digital transformation, and visa reform.

ATEC Managing Director Peter Shelley said ATEC’s 2025 Policy Platform has been shaped by direct industry feedback, ensuring it reflects the needs of struggling export tourism businesses.

Shelley noted “Australia’s inbound tourism sector is still in recovery, facing ongoing challenges that limit its full potential.

“The next Federal Government must back tourism with targeted support to strengthen aviation, invest in marketing, rebuild distribution channels, and enhance workforce development. 

“Without strong government support, we risk losing hard-won gains in reconnecting with key international markets, rebuilding our workforce, and strengthening our competitive position to return our sector to its full potential.”

Tourism remains one of Australia’s largest export industries, with inbound visitors generating over $32 billion in spending, supporting over 350,000 businesses, with more than 100,000 of those in regional Australia. With increasing global competition, targeted policy support is needed to drive inbound recovery, create jobs, and maximise Australia’s potential.

ATEC’s 2025 Policy Pillars call for:

• Strengthening Air Access – Investing in regional aviation infrastructure and airline partnerships to improve accessibility and affordability.
• Addressing Labour & Skills Shortages – Expanding workforce training, targeted visa pathways, and incentives to attract skilled workers.
• Building Distribution & Driving Demand – Sustaining Tourism Australia funding, reconnecting buyers and sellers, and revitalising industry connection to the Approved Destination Scheme (ADS).
• Increasing Industry Capability & Competitiveness – Supporting ATEC’s market-specific Host training programs and launching a Digital Uplift Program to drive innovation.
• Improving Australia’s Tourism Visa System – Establishing a dedicated visa inquiry lane and ensuring faster, more efficient visa processing.

Shelley added “Tourism delivers jobs and economic growth across every part of the country, from major cities to the most remote regional communities and ATEC is calling on both parties to acknowledge the industry’s vital contribution and commit to policies that will drive recovery, create opportunity, and secure Australia’s place as a world-leading tourism destination.”   

ATEC will continue to engage with government and industry stakeholders in the lead-up to the Federal Election, advocating for policies that support business resilience and drive long-term growth.

ATEC’s Pillars and Key Initiatives 2025 document is available here.

Image. Credit: Savannah Guides: Back in October 2024, Tour Guides were added to the Jobs and Skills Australia (JSA) latest Occupation Shortage List (OSL) - a move recognising the severe shortage in these positions across the country.

Russell Boswell of Savannah Guides has noted “Tour Guides are critical to the delivery of high-quality experiences across Australia. Our tourism export revenue depends on the continued recruitment and training of a diverse workforce, including through immigration policy. Savannah Guides fully supports the inclusion of Tour Guides in the Skilled Occupation list.”

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