The Australian tourism industry is known as “Brand Australia”

There are several ways in which Australian tourism benefits the country and its people: it boosts the economy, provides work for one million people, and helps strengthen Australia’s international identity and reputation (known as “Brand Australia”). This paper explains how the tourist industry contributes to Australia’s economy, particularly in regional areas and by bolstering the country’s growth strategy.

The Australian tourism industry has taken major damage since the COVID-19 outbreak. Because of domestic and international travel restrictions and health concerns, Australian tourism is expected to lose about $80 billion in tourist spending by 2020. This is on top of the loss of many jobs and businesses. Uncertainty about international and domestic borders continues to hurt consumer and business confidence, which slows the recovery of the sector.

Australian tourism

Although COVID has inflicted a terrible blow to the tourist industry, the loss of travel to interact with friends, family, coworkers, and customers has highlighted the economic and social worth of the tourism industry to the Australian economy and to Australians.

Together, Tourism Australia and Deloitte Access Economics produced the Value of Tourism research. The purpose of this research is to provide new insights into the significance of the tourism sector to Australia and Australians, both as a source of employment and economic growth and as an element of Brand Australia, helping to promote a positive image of Australia abroad.

We want you to read the study so you can help move the industry forward and support it.

People in Australia love to travel.

People from Australia tend to travel quite a bit. Australians spent an average of four nights away from home in 2019 and made 10-day excursions. This is 1.5 times the amount of domestic travel taken by New Zealanders and twice the amount taken by Americans.

Australia’s tourism industry is a roaring success.

Over the last five years preceding 2018-2019, Australia’s tourist industry expanded at a pace almost double that of the country’s overall GDP.

Some of the most desirable tourists in the world flock to Australia every year.

The biggest spending tourists flock to Australia, making it one of the top 10 tourism earners globally. Visitors from foreign countries spend more money per person in Australia than they do in any other country.

The disastrous effects of drought, bushfires and the COVID-19 virus on Australian tourism have been well documented.

Australian tourism

In 2020, the tourist industry took a major blow, losing a combined total of about $80 billion in income.

Australia’s economy depends heavily on tourists.

The tourism industry contributed 3.1% to Australia’s overall GDP in 2018–2019, surpassing the contributions of agriculture, forestry, fisheries, utilities, and information and communication technology combined. In 2018–2019, the tourism industry employed 1 in 12 Australians and accounted for 1 in 8 enterprises throughout the nation. Foreign tourist spending in Australia accounted for close to 15% of overall exports and 70% of service exports before the epidemic.

Each of Australia’s regions relies heavily on the tourism industry.

The regions of Australia are the focal points of the country’s tourism industry, receiving 44 cents of every tourist dollar. While the tourism industry provides employment opportunities throughout Australia, in certain outlying areas, it provides as many as six out of ten jobs.

The importance of tourism to Australia’s economic development strategy

As a result of their time spent in Australia, tourists become valued “alumni” who can tell others about their country and encourage others to go there themselves. The demand for Australian exports among international consumers is boosted by the tourism industry, which also attracts potential foreign investors, students, and workers to the country.


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