Tourism Industry Optimistic Ahead Of Summer Surge

Australia’s inbound tourism sector is stabilising as operators report improving confidence, firmer forward bookings and stronger engagement from international markets.

The latest Summer Pulse Check from the Australian Tourism Export Council (ATEC) gathered insights from member businesses across Australia, revealing that while recovery remains uneven, there is a growing sense of optimism.

Members noted increased demand from Asia and the Pacific and a gradual improvement in conversion rates, while at the same time highlighted continued challenges in workforce capacity and air access, particularly for regional destinations.

Many respondents said they are now operating at or near pre-pandemic volumes, supported by returning buyers and greater collaboration across distribution networks.

However, businesses also highlighted the need for ongoing government support to rebuild international competitiveness and deliver sustainable long-term growth.

According to the latest ABS data, international arrivals continue to strengthen, with total short-term visitor numbers in September 2025 matching 2019 levels.

Year-ending results show steady gains across key leisure markets, with China, the UK and Italy recording strong year-on-year growth and destinations such as Vietnam, South Korea and India now exceeding their 2019 volumes.

While overall holiday travel remains slightly below pre-pandemic levels, the momentum is clearly building as more markets return to, or surpass, pre-COVID performance.

“Our latest Pulse Check shows the industry is on a firmer footing,” ATEC Managing Director Peter Shelley said.

“Confidence is building, but recovery is still fragile so we need to keep supporting inbound businesses with the right policy settings, investment in air access and programs that strengthen international distribution, as that’s what will convert momentum into sustainable growth.”

ATEC’s 2025 policy agenda calls for action to strengthen air access, address workforce and skills shortages, build international distribution capability, invest in digital innovation and streamline visa systems to ensure Australia remains globally competitive as international travel demand continues to rebuild.

ATEC will now refine these priorities with member input before finalising its pre-budget submission.