Despite ongoing global uncertainty, Australia is within touching distance of pre-pandemic international visitor numbers.
During an industry webinar last week, Tourism Australia Managing Director Robin Mack declared the travel industry was “resolutely moving forward”.
Mr Mack said the latest ABS data showed Australia welcomed more than 9.1 million visitors in the year ending March 2026, up 10.2% on the previous year and just 1% shy of 2019 visitation.
The rebound has been led by the leisure market, which reached 7.1 million, up 10.8%, and has recovered to 2019 volumes. Mr Mack also noted that holiday travel was a standout, jumping 13.7% to 4.1 million arrivals.
A string of key markets posted double-digit growth, including Hong Kong (up 24%), China (up 21%), the UK (up 19%), Italy (up 17%) and France (up 16%).
For March alone, Australia recorded 818,000 short-term arrivals, a 7.6% rise on the previous 12 months.
Speaking from the IMEX event in Germany, Mr Mack said feedback from global buyers remained upbeat.
“Here in Frankfurt, the sentiment towards Australia as a place for world-class business events remains strong. Our location and perceptions as a safe and secure destination is positive.”
To capitalise on that demand, Mr Mack confirmed the extension of the Business Events Bid Fund Program out to December 2032. Since launching in 2018, the fund has supported 221 event wins for Australia, worth $1.5 billion in economic value.
Mr Mack also highlighted the success of the Australian Tourism Exchange (ATE), which took place in Adelaide recently, attracting buyers from around the world despite concerns over the situation in the Middle East.
“Sentiment from our international buyers towards Australia was positive, of course. That’s not to say buyers and sellers weren’t cognisant of the uncertainty the conflict is creating, but the industry is resolutely moving forward.”
Sally Cope, Executive General Manager, Industry & Business Events, reported that ATE drew 2,700 delegates, including 730 buyers from 32 countries and 1,400 Australian sellers.
The event also hosted 42 Indigenous-owned and operated businesses, the highest number yet, and a strong cohort of first-time buyers and sellers, many of whom went on the 107 pre- and post-famils organised around the event.
“This activity is such an important element of ATE. It allows us to truly showcase what Australia has to offer by allowing our international buyers to experience our tourism product first hand,” said Ms Cope.
Throughout ATE, operators were encouraged to back the “Green Is Our Gold” responsible travel platform, launched earlier this year.
“We ended up with more than 1,000 Australian industries signed up at the close of ATE, which is well above our target, and a great demonstration of the commitment of our industry to support responsible travel and to encourage and promote sustainable tourism,” added Ms Cope.
Ms Cope also revealed TA’s social and content team has produced a special series to support and encourage regional travel, called Unhurried Australia.
The first posts in the series are live on TA’s various social channels, featuring Outback Queensland, Kakadu and Tropical North Queensland, with more to come.
