Enta Australasia
As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…
read moreTourism Research Australia has released their Annual Benchmark Report 2024 as an important national stock take of Australia’s visitor economy. The annual benchmark report presents insights on demand and supply trends in Australia’s visitor economy.
Tourism Research Australia (TRA) produces this annual report to:
Key message from the report include:
In 2024, Australians continued to prioritise travel.
International arrivals into Australia increased strongly.
The visitor economy delivered social and environmental benefits for Australia. For example:
Measures of supply and capacity of the visitor economy indicate the sector expanded in 2024.
The high level of government and private investment in the sector gives confidence for future growth.
Australian Tourism Export Council notes that while the report confirms growth in overall international arrivals, ATEC warns the headline figures mask a more complex picture, particularly in the high-value holiday market.
ATEC Managing Director Peter Shelley notes “the spend is certainly positive, however, the reality is that international holiday visitation is still around 20% below 2019 levels, and that’s a serious concern.
“We’re seeing stronger recovery in visiting friends and relatives (VFR) and education travel sectors, but the pure holiday market, which is the high-value visitor at the heart of Australia’s export tourism offering, is lagging.”
The report reveals outbound travel by Australians hit a record 11.6 million trips in 2024, an increase not being matched by inbound holiday growth.
Shelley added “at a time when Australians are travelling overseas in record numbers, we’re not seeing the same pace of recovery in inbound holiday visitation, meaning more tourism dollars are flowing out than coming in, and that’s a missed economic opportunity.”
The report confirms China remains the top market by spend, but the volume of arrivals are still well below pre-pandemic levels, with growth from other markets such as South Korea, India, and Japan offering promise. Shelley said rebuilding the China market, and connecting to emerging markets must be a priority.”
ATEC’s 2025 policy platform sets out a practical plan for rebuilding the sector’s strength and resilience, including:
•Targeted funding for tourism distribution partners to reconnect with global markets
•Investment in Market Host training programs to help businesses develop and deliver culturally diverse visitor expectations
•Invest in regional aviation to support regional access and dispersal
•Strategic workforce development to address ongoing skills gaps – including the national shortage of tour guides
"Regional tourism businesses are still doing it tough, with workforce shortages, cost pressures and uneven demand highlighting the need for targeted support beyond the capital cities."
With the government’s THRIVE 2030 strategy aiming for $230 billion in visitor spend by the end of the decade, ATEC is calling for strategic investments to drive international holiday market growth and capture new opportunities.
“If we want to hit the THRIVE targets, we have to back the parts of the sector that are still recovering and that means investing in the development of quality tourism products and experiences as well as the need to significantly increase funding for Tourism Australia to have a stronger presence in an increasingly competitive global international tourism market.”
Download the Tourism Australia Report
4th June 2025 - Pip Harrison to depart Tourism Australia
24th December 2024 - Tourism Australia looks to promote Muslim-friendly holidays for Indonesians
20th December 2024 - Auditor-General critical of Tourism Australia’s spending though uncompetitive procurement processes
20th November 2024 - Tourism Australia announces four new appointments to its Board
9th September 2024 - Tourism Australia’s signature incentive showcase commences in Cairns
7th June 2025 - ATEC appoints Richard Doyle as new Chairman
18th April 2025 - ATEC announces Meeting Place 2025 to be held in Perth
31st March 2025 - Australian tourism operators supported via ATEC’s Philippines and Thailand Host programs
24th March 2025 - ATEC commences dynamic trade mission to revitalise ties with China
18th March 2025 - ATEC urges election commitment to support tourism recovery
6th December 2024 - ATEC welcomes 2025 board and highlights its year of growth
8th August 2024 - ATEC survey highlights vital role of Working Holiday Maker visa holders in Australia’s tourism success
16th June 2024 - ATEC flags Australia’s export tourism recovery as slow but steady
15th May 2024 - ATEC welcomes Federal Government budget funding commitment to export tourism
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As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd. Click here to view the VIVATICKET Pty Ltd listing. 19th July 2018 - ENTA…
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