Australia’s tourism economy is expected to make a full recovery to pre-pandemic levels by the end of the year, with international visitation steadily increasing in most markets and some significant aviation gains.
Inbound arrivals in March were at 91 per cent of arrival numbers in 2019, with India and South Korea exceeding pre-pandemic numbers while other countries like China are slowly closing the gap.
Tourism Australia’s Phillipa Harrison addressing the media at ATE24
These developments were revealed at the Australian Tourism Exchange 2024 (ATE24), which is underway in Melbourne. The event has attracted unprecedented participation, with more than 2,600 delegates registered to attend, including 1,500 Australian sellers and 714 global tourism buyers. There are also 60 first time-sellers and 109 first-time buyers, reflecting a healthy interest in Australia as a tourist destination.
“We are confident this is the year we will return to those 2019 levels so we can stop referring to that benchmark and once again focus on the sustainable growth of our industry which we experienced in the decade leading up to the pandemic,” said Tourism Australia managing director, Phillipa Harrison.
“(Even) China, which is an exceptionally large market for us, is sitting in the 70 per cent mark now,” she noted.
Crucially aiding the recovery are new routes and increased connectivity, which were major points at the ATE24 press conference. Notable among these are 12 new international routes launched between November 2023 and December 2024, including direct flights from Mumbai via Air India and multiple routes from Shanghai, enhancing connections to Brisbane, Sydney, Perth, and Cairns.
Two new flights from Singapore to Broome and Darwin via Jetstar Asia and Qantas respectively are also added this year.
ATE24 also features an aviation hub for the fourth consecutive year, promoting vital networking among 31 airlines and representatives from all 17 international airports.
With a full international visitation recovery on the horizon, Harrison said Tourism Australia is beginning to turn more of its focus on efforts to create more sustainable growth while inspiring tourists to extend their stay and experience more of the country.
Indigenous tourism and epic self-drive adventures are also among key pillars driving its strategy moving forward.
“There’s a whole range of new events and new experiences. So, we have a lot of news to tell you about across Australia,” said Harrison.
Brendan McClements, CEO of Visit Victoria, said hosting ATE24 in Melbourne will play a key role in the sustained growth of Victoria’s visitor economy. He highlighted that the event provides an invaluable platform to globally promote the unique tourism experiences available across the state.
“The event provides a global platform for Visit Victoria’s new tourism campaign, Every bit different, which highlights the inclusivity, diversity and creativity of our State’s experiences and regions,” he said.
ATE24 is delivered by Tourism Australia in partnership with Visit Victoria.
Australia’s tourism economy is expected to make a full recovery to pre-pandemic levels by the end of the year, with international visitation steadily increasing in most markets and some significant aviation gains.
Inbound arrivals in March were at 91 per cent of arrival numbers in 2019, with India and South Korea exceeding pre-pandemic numbers while other countries like China are slowly closing the gap.
These developments were revealed at the Australian Tourism Exchange 2024 (ATE24), which is underway in Melbourne. The event has attracted unprecedented participation, with more than 2,600 delegates registered to attend, including 1,500 Australian sellers and 714 global tourism buyers. There are also 60 first time-sellers and 109 first-time buyers, reflecting a healthy interest in Australia as a tourist destination.
“We are confident this is the year we will return to those 2019 levels so we can stop referring to that benchmark and once again focus on the sustainable growth of our industry which we experienced in the decade leading up to the pandemic,” said Tourism Australia managing director, Phillipa Harrison.
“(Even) China, which is an exceptionally large market for us, is sitting in the 70 per cent mark now,” she noted.
Crucially aiding the recovery are new routes and increased connectivity, which were major points at the ATE24 press conference. Notable among these are 12 new international routes launched between November 2023 and December 2024, including direct flights from Mumbai via Air India and multiple routes from Shanghai, enhancing connections to Brisbane, Sydney, Perth, and Cairns.
Two new flights from Singapore to Broome and Darwin via Jetstar Asia and Qantas respectively are also added this year.
ATE24 also features an aviation hub for the fourth consecutive year, promoting vital networking among 31 airlines and representatives from all 17 international airports.
With a full international visitation recovery on the horizon, Harrison said Tourism Australia is beginning to turn more of its focus on efforts to create more sustainable growth while inspiring tourists to extend their stay and experience more of the country.
Indigenous tourism and epic self-drive adventures are also among key pillars driving its strategy moving forward.
“There’s a whole range of new events and new experiences. So, we have a lot of news to tell you about across Australia,” said Harrison.
Brendan McClements, CEO of Visit Victoria, said hosting ATE24 in Melbourne will play a key role in the sustained growth of Victoria’s visitor economy. He highlighted that the event provides an invaluable platform to globally promote the unique tourism experiences available across the state.
“The event provides a global platform for Visit Victoria’s new tourism campaign, Every bit different, which highlights the inclusivity, diversity and creativity of our State’s experiences and regions,” he said.
ATE24 is delivered by Tourism Australia in partnership with Visit Victoria.