Developed by Tourism Australia, an agency under the Australian Department of Foreign Affairs and Trade, the 10-year strategic plan seeks to increase future demand for Australia as an international tourism destination, strengthen its competitiveness, and support the tourism sector. The plan aims to increase visitor spending in Australia to between $61 billion and $69 billion and boost tourism’s contribution to the national economy.
Target: Increase Visitor Spending to $69 Billion by 2035
Tourism Australia Managing Director Robin Mack said the strategy would address the factors influencing travellers’ choices by leveraging technology and promoting partnerships and collaboration across the tourism sector.
“This strategy sets an ambitious roadmap to generate demand and convert it into high-value visits to Australia. Our goal is to double spending from high-value travellers to $69 billion by 2035,” Mack said.
The agency said visitors to Australia spent $57 billion in 2025, contributing to more than 360,000 tourism businesses and supporting more than 720,000 jobs.
