View source for Tourism in Australia

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{{Use Australian English|date=October 2024}}
{{Update|inaccurate=y|date=November 2011}}

[[File:Sydney Opera House and Harbour Bridge (5449955013).jpg|thumb|The [[Sydney Opera House]] and [[Sydney Harbour Bridge|Harbour Bridge]], Australia's most recognised landmarks which are also a key part of [[Sydney|Sydney's]] status as the most popular destination in the country]]
[[Image:Lasseter Highway1437.jpg|thumb|Driving on the [[Lasseter Highway]] near the [[Uluṟu-Kata Tjuṯa National Park]], a [[UNESCO World Heritage Site]] that highlights Australia's [[Aboriginal Australians|Aboriginal]] population]]
[[File:Currumbin Beach, Queensland, Australia.jpg|thumb|A surfer on the [[Gold Coast, Queensland]]. An iconic global image of Australian tourism focuses on its beaches, which are an integral part of the Australian identity.<ref>"The Beach". Australian Government: Culture Portal. Department of the Environment, Water, Heritage and the Arts, Commonwealth of Australia tatti a. 17 March 2008. Retrieved 13 January 2013.</ref>]]
[[File:Barossa Valley plantation.jpg|thumb|Wine vineyards on the [[Barossa Valley (wine)|Barossa Valley, South Australia]], showcasing the country's relevance and popularity in [[viticulture]] and [[agriculture]]]]
[[File:Summit run.jpg|thumb|[[Skiing in Tasmania|Ski ranges in Tasmania]], displaying the various climates and views across the country]]

'''Tourism in Australia''' is an important part of the [[Economy of Australia|Australian economy]], and comprises domestic and international visitors. Australia is the fortieth most visited country in the world according to the [[World Tourism Organization]].<ref>{{cite journal|title=World Tourism Barometer (International Tourist Arrivals by Country of Destination)|journal=[[World Tourism Organization]]|date=December 2020|doi=10.18111/wtobarometereng.2020.18.1.7 |s2cid=241989515 |doi-access=free}}</ref> In the financial year 2018/19, [[tourism]] was Australia's fourth-largest export and over the previous decade was growing faster than national GDP growth.<ref name=":0">{{Cite web|last=Tourism Research Australia|title=Tourism Satellite Account 2018–2019|url=https://www.tra.gov.au/ArticleDocuments/185/Tourism%20Satellite%20Account%202018-19.pdf.aspx|access-date=9 January 2022|archive-date=17 April 2023|archive-url=https://web.archive.org/web/20230417055823/https://www.tra.gov.au/ArticleDocuments/185/Tourism%20Satellite%20Account%202018-19.pdf.aspx|url-status=dead}}</ref> At the time it represented 3.1% of Australia's [[Gross domestic product|GDP]] contributing A$60.8 billion to the national economy.<ref name="ABS1011">{{cite web|last=Value of Tourism|title=Tourism Australia tourism statistics|date=20 August 2021|url=https://www.tourism.australia.com/en/markets-and-stats/tourism-statistics/the-economic-importance-of-tourism.html|access-date=9 January 2022}}</ref>

In the calendar year up to December 2019, there were 8.7 million international visitors in Australia.<ref>{{cite web|date=December 2019|title=TRA IVS data|url=https://www.tra.gov.au/ArticleDocuments/185/IVS_Summary_YE_Dec_2019.pdf.aspx|access-date=9 January 2022|publisher=TRA|archive-date=8 March 2023|archive-url=https://web.archive.org/web/20230308040225/https://www.tra.gov.au/ArticleDocuments/185/IVS_Summary_YE_Dec_2019.pdf.aspx|url-status=dead}}</ref> Tourism employed 666,000 people in Australia in 2018–19, 1 in 21 jobs across the workforce.<ref name="ABS1011"/> About 48% of people employed in tourism were full-time and 54% female.<ref name=":0"/> Tourism also contributed 8.2% of Australia's total export earnings in 2018–19.<ref name="ABS1011"/> 

Popular Australian destinations mainly include the coastal capital cities of [[Sydney]] and [[Melbourne]], as well as other high-profile destinations including the other coastal cities of [[Brisbane]], [[Perth]], [[Adelaide]], [[Gold Coast, Queensland|Gold Coast]], and the [[Great Barrier Reef]], the world's largest reef. Other popular locations include [[Uluru]], the [[Australian outback]], and the [[Tasmania|Tasmanian wilderness]]. The unique Australian wildlife is also another significant point of interest in the country's tourism.

==History==
{{more citations needed|section|date=June 2017}}
From the colonial days, the idea of travel has been more natural to Australians than to people long-established at one from their homes, was prone to continue their search for wealth or security for a while, or, having settled down, to return to the old countries to visit their kin and refresh old memories. The opening of new lands, the establishment of industries and towns, and the consequent dispersal of people over Australia created a habit of mobility and enterprise which encouraged Australians to face the hardships of early travel by coach, on horseback or by ship. Even so, the slow and uncomfortable modes of travel and the vast distances separating Australian towns tended to restrict travel to essential journeys for purposes of trade, to pursue an occupation or to settle. This changed somewhat with the advent of [[Rail transport in Australia|rail travel]].

The initial emphasis in tourism for purposes of pleasure was strongest on travel to resorts near the main population centres. These included the [[Blue Mountains (New South Wales)|Blue Mountains]] in New South Wales and the hill and coast resorts close to Melbourne and other major Victorian cities. The existing railway services radiating from those cities, together with the 'feeder' horse-drawn, and later motor, coach transport connecting with the railways, rendered the State Government railway tourist bureaux the main means for selling intrastate, and even some interstate, travel.

Travel for all purposes increased steadily after the [[Second World War]]. This period saw the establishment of the [[Australian National Travel Association]] with bureaux in the UK and USA.<ref>{{cite news|title=Overseas Publicity |date=May 1, 1929|work=News|location=Adelaide|page=4|edition=HOME|access-date=July 24, 2016|url=http://nla.gov.au/nla.news-article129139634}}</ref> The organisation received government funding on top of industry contributions and promoted the country 'vigorously' via a poster campaign, and from 1934–1974 via [[Walkabout magazine]].<ref>{{Citation | author1=Rolls, Mitchell | author2=Johnston, Anna | title=Travelling home, Walkabout magazine and mid-twentieth-century Australia | date=2016 | publisher=Anthem Press | isbn=978-1-78308-537-8 }}</ref> From August 1946, ''Walkabout'' also doubled as the official journal of the newly formed [[Australian Geographical Society]] (AGS), founded with a £5,000 grant from ANTA, its banner subscript reading 'Journal of the Australian Geographical Society. This role is now filled by ''[[Australian Geographic]]'' magazine.  Later it became ‘Australia's Way of Life Magazine’ when supported by the Australian National Publicity Association and later the [[Tourism Australia|Australian Tourist Commission]].

Tourism traffic continued to be mainly by rail, but also by sea, although the family motor era began in the 1930s to participate in the shorter intrastate traffic. A considerable fleet of passenger ships provided frequent and popular services linking most ports between [[Fremantle]] and [[Cairns]]. Other services linked Sydney and Melbourne with Tasmanian ports. The winter cruise of those days to Queensland ports could be regarded as the equivalent of today's drive or flight north for a winter holiday at the Gold Coast or a Barrier Reef Island, or today's shorter South Pacific cruises. The first cruises from Australia to New Zealand were organised in the summer of 1934–35, and Australians were travelling to Britain for as low as $78 in tourist class in the years immediately preceding the [[Second World War]].

In the period following the Second World War the advent of new and improved methods of transportation, combined with rising standards of living and the energetic publicising of foreign destinations, developed international travel into a mass movement. New [[ocean liners]] shortened travelling time considerably, and travel by car and bus increased in many countries. Most of all, air travel became widely available, faster, safer, and cheaper. The beginning of the [[Jet Age]] in 1960, with larger aeroplanes carrying more than 100 passengers at speeds approximating 600 miles per hour, diminished the world by half in terms of time. Rising standards of living in the post-war period led to greater expenditure on tourism, thus making it more important to the national economy.

Australia has shared in this worldwide expansion of travel, particularly in respect of its domestic tourism. Because of the marked increase in incomes and private car ownership among large sections of the population, greater leisure time, three weeks of paid annual holidays (introduced first in New South Wales in 1958) and the introduction of long-service leave, thousands of Australians now travel by road into almost every part of the country. This has led to investment in the development of new and improved facilities, especially accommodation, of new resorts at dispersed points around Australia, and modifications in organisation and methods of tourist administration, development and promotion. These activities, in turn, have had an important influence on matters such as the improvement of highways and the opening up of national parks and foreshores.{{citation needed|date=February 2021}}

A [[White Paper]] was produced analysing the tourist industry in Australia in 2003.<ref>{{cite book|title=Tourism White Paper: A Medium to Long Term Strategy for Tourism|date=2003|publisher=Commonwealth of Australia|oclc=223716418|url=http://www.industry.gov.au/assets/documents/itrinternet/TourismWhitePaper20050209174539.pdf|url-status=dead|archive-url=https://webarchive.nla.gov.au/awa/20060328130000/http://pandora.nla.gov.au/pan/41331/20060329-0000/www.industry.gov.au/assets/documents/itrinternet/TourismWhitePaper20050209174539.pdf|archive-date=2006-03-28}}{{cbignore|bot=medic}}</ref> A Tourism 2020 strategy<ref>{{Cite web|title=Tourism 2020 strategy|date=5 July 2021|url=https://www.tourism.australia.com/en/about/our-organisation/our-performance-and-reporting/tourism-2020.html}}</ref> was produced and implemented.

Prior to [[COVID-19 pandemic in Australia|COVID-19 pandemic]] and [[SARS-CoV-2 Delta variant|Delta]][[SARS-CoV-2 Omicron variant|cron]] hybrid variant, domestic tourism in Australia continues to be a significant part of the tourism industry, representing 73% of the total direct tourism GDP and has taken on an even greater role. However, in 2021 during the pandemic, Australians travelled intrastate and also interstate when borders were open. From November 2021, borders for Australia were opened and fully vaccinated Australians were permitted to fly overseas without exemption, although the range of countries was added to [[Malaysia]], [[Singapore]], [[New Zealand]],<ref>{{Cite web|last=Choudhury|first=Saheli Roy|date=2021-11-01|title=Australian borders are finally open. Here's who will be allowed in|url=https://www.cnbc.com/2021/11/01/australia-reopens-its-borders-to-new-zealand-and-singapore.html|access-date=2021-11-01|website=CNBC|language=en}}</ref><ref>{{Cite web|title=Australia's border open after 590 days of restricted access|url=https://www.9news.com.au/national/australias-international-borders-to-open-in-hours-after-590-days-of-restricted-access-sydney-residents-excited-to-travel-overseas/36479ffc-1425-4255-badf-cf8cbd0ea329|access-date=2021-11-01|website=www.9news.com.au|date=November 2021 }}</ref> and other countries including [[Japan]] in December allowed to enter the country, from 1 December 2021.<ref>{{Cite news|title=Australia to welcome Japanese and South Korean visa holders, international students and skilled migrants from December 1|work=Sky News|url=https://www.skynews.com.au/australia-news/australia-to-welcome-japanese-and-south-korean-visa-holders-international-students-and-skilled-migrants-from-december-1/news-story/d1ab5e12daad4202c683e88c6670fa37}}</ref>
Following the significant consultation on the replacement Tourism 2030 strategy, its launch was interrupted by COVID-19 leading to the Government Commissioning an Expert Panel led by the former Tourism Minister Martin Ferguson to provide recommendations.<ref>{{Cite web|publisher=Austrade|title=Reimagining the Visitor Economy Expert Panel|url=https://www.austrade.gov.au/ArticleDocuments/5485/Tourism-RVE-Expert-Panel-Factsheet.pdf.aspx,|access-date=9 Jan 2022}}</ref>

Eventually, an updated Tourism 2030 document titled THRIVE (THe Re-Imagined Visitor Economy) 2030 strategy<ref>{{Cite web|publisher=Austrade|title=The Re-Imagined Visitor Economy Strategy|url=https://www.austrade.gov.au/news/publications/national-visitor-economy-strategy-thrive-2030-consultation-draft|access-date=9 January 2022}}</ref> was finalised and published in March 2022. The document was updated to reflect the new Government's initiatives and policy priorities as well as industry actions and State and Territory support statements and launched on 17 March 2023.<ref>{{cite web | url=https://www.austrade.gov.au/news/publications/thrive-2030-strategy | title=THRIVE 2030 strategy }}</ref>

==Statistics==
<div class="floatright">
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 bar:January from:start till:604 text:
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 pos:(50,37) textcolor:gray fontsize:M text:Tourist arrivals in 2024 (k)
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{| style="border:solid 1px #aaa" cellpadding="10" cellspacing="0"
|+'''Yearly tourist arrivals in millions'''<ref>{{Cite web |title=Global and regional tourism performance |url=https://www.unwto.org/tourism-data/global-and-regional-tourism-performance |access-date=2025-06-12 |website=www.unwto.org}}</ref>
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  color:skyblue width:11
  bar:10 from:start till:5.79
  bar:11 from:start till:5.77
  bar:12 from:start till:6.03
 bar:13 from:start till:6.48
 bar:14 from:start till:6.92
 bar:15 from:start till:7.45
 bar:16 from:start till:8.27
 bar:17 from:start till:8.82
 bar:18 from:start till:9.25
 bar:19 from:start till:9.47
 bar:20 from:start till:1.83
 bar:21 from:start till:0.25
 bar:22 from:start till:3.69
 bar:23 from:start till:7.19
 bar:24 from:start till:8.27
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Despite the global economic challenges and natural disasters in 2010–2011, Australia's tourism growth was supported by increased consumption (up 4.4% over the last few years, largely due to an increase in the number of international visitors). On the back of a strong Australian dollar, 2010–11 also saw a record 7.4 million short-term resident departures from Australia, an increase of 9.9% from 2009–10. Consumption by domestic tourists grew at less than half the pace of international tourists in 2010–11 (up 2.1% compared to 4.4%).<ref>{{cite web |url=http://www.abs.gov.au/ausstats/abs@.nsf/mf/5249.0?OpenDocument|title=5249.0 – Australian National Accounts: Tourism Satellite Account, 2010–11|date=12 October 2021|publisher=[[Australian Bureau of Statistics]]}}</ref>

=== International tourists ===

[[File:AustralianVisitorFlowsByState.svg|thumb|right|Monthly visitor departures, by state where tourists spent the most time, since 1991. New South Wales, Queensland, and Victoria are the top three states for visitor numbers.]]

The Australian Government released the 2020 Tourism Industry Potential on 15 November 2010, which estimated the Australian tourism industry to be worth up to $140&nbsp;billion in overnight expenditure. This growth will largely be due to key emerging markets, including China, which is estimated to be the largest economic contributor to Australian tourism by 2020.<ref>{{cite web|url=http://www.tourism.australia.com/documents/Markets/Publication_WorkingWithTourismAustralia_Jun13.pdf|title=Working with Tourism Australia GLOBAL MARKETING PROSPECTUS 2013/14|access-date=2013-10-10|archive-date=2016-03-04|archive-url=https://web.archive.org/web/20160304095703/http://www.tourism.australia.com/documents/Markets/Publication_WorkingWithTourismAustralia_Jun13.pdf|url-status=dead}}</ref> The number of Chinese visitors has more than doubled from 2006 to 2012 reaching a peak of 626,400 in 2012 and surpassing for the first time the number of arrivals from the United Kingdom.<ref>{{cite web|url=http://www.carhiresearch.com.au/2012-in-numbers-australian-tourism-statistics/|title=2012 in Numbers: Australian Tourism Statistics|access-date=2013-02-23|publisher=Car Hire Search}}</ref> In 2013, China was Australia's fastest growing tourist market.<ref name="atc">{{Cite news |url=http://www.abc.net.au/news/2013-06-04/china-tourism-boom/4732668 |title=Australia targets China for tourism boost |author=Nicole Chettle |access-date=6 July 2013 |date=4 June 2013 |work=ABC News |publisher=Australian Broadcasting Corporation }}</ref> By 2017 China surpassed New Zealand as the top source of visitors to Australia, and in 2019 Chinese visitors reached a peak of over 1.4 million and had contributed about A$12 billion to the Australian economy.<ref>{{cite web|url=https://camperchamp.com.au/statistics/australia/chinese-visitors/|title=Chinese Tourism in Australia – Statistics|access-date=2020-03-19|publisher=Camper Champ}}</ref><ref>{{Cite web|title=Australian Tourism Industry 2020 {{!}} Travel Research & Statistics|url=https://www.budgetdirect.com.au/travel-insurance/research/tourism-statistics.html|access-date=2021-10-01|website=Budget Direct|language=en-AU}}</ref><ref>{{Cite web|date=2020-02-13|title=We depend so much more on Chinese travellers now. That makes the impact of coronavirus novel|url=http://insideretail.com.au/news/we-depend-so-much-more-on-chinese-travellers-now-that-makes-the-impact-of-coronavirus-novel-202002|access-date=2021-10-01|website=Inside Retail|language=en-US}}</ref> According to Tourism Australia Managing Director Andrew McEvoy, the Chinese are the highest spending visitors to the country.<ref name="wrc">{{Cite news |url=http://www.smh.com.au/travel/travel-news/what-rich-chinese-tourists-want--and-where-theyre-going-to-get-it-20130606-2nryx.html |title=What rich Chinese tourists want – and where they're going to get it |author=Robert Upe |access-date=6 July 2013 |date=6 June 2013 |newspaper=The Sydney Morning Herald }}</ref>

{| class="wikitable sortable"
|-
!Country|| 8/2024|| 2023 || 2022 || 2021 || 2020 || 2019 
|-
|{{flag|New Zealand}}|| 886,460|| 1,272,140 || 697,190  || 96,840 ||  242,400 || 1,433,800 
|-
|{{flag|China}}|| 630,390|| 535,790 || 84,570 || 6,490 || 207,700 || 1,438,700 
|-
|{{flag|United States}}|| 458,690|| 659,740  || 325,630  || 16,670 ||188,700 || 818,000 
|-
|{{flag|United Kingdom}}|| 376,910|| 596,880 || 397,920  || 21,810 || 200,800 || 715,800 
|-
|{{flag|India}}|| 285,410|| 395,560  || 297,970  || 12,900 || 84,000 || 399,300 
|-
|{{flag|Singapore}}|| 266,130|| 364,010  || 295,270  || 15,830 || 58,300 || 478,500 
|-
|{{flag|Japan}}|| 258,570|| 297,720  || 79,090  || 1,860 || 91,700 || 498,600 
|-
|{{flag|South Korea}}|| 247,280|| 288,010  || 72,090  || 2,060 || 53,500 || 280,500 
|-
|{{Flag|Indonesia}}
|150,090
|201,500
|90,170
|2,770
|34,400
|221,700
|-
|{{flag|Hong Kong}}|| 146,100|| 183,700  || 53,110  || 3,100 || 60,900 || 315,200 
|-
|{{flag|Malaysia}}|| 132,180|| 175,550  || 84,690  || 2,370 || 44,800 || 384,900 
|-
|{{Flag|Taiwan}}
|120,890
|122,790
|25,750
|490
|36,000
|194,600
|-
|{{Flag|Vietnam}}
|120,640
|166,630
|68,900
|1,280
|28,500
|123,500
|-
|{{Flag|The Philippines}}
|115,270
|157,570
|79,860
|4,460
|26,500
|158,600
|-
|{{Flag|Canada}}
|103,520
|157,190
|87,680
|3,300
|52,300
|189,600
|-
|{{Flag|Germany}}
|98,860
|151,870
|85,100
|3,100
|53,000
|207,100
|-
|{{Flag|France}}
|78,130
|114,160
|60,030
|2,960
|34,700
|143,700
|-
|{{Flag|Thailand}}
|65,960
|96,710
|52,170
|1,390
|15,100
|102,700
|-
|{{Flag|Ireland}}
|52,150
|79,190
|45,660
|1,880
|17,100
|67,300
|-
|{{Flag|Italy}}
|39,520
|62,300
|35,930
|1,760
|15,000
|75,200
|-
|{{Flag|Fiji}}
|32,460
|55,040
|28,010
|1,130
|8,600
|45,700
|-
|{{Flag|The Netherlands}}
|30,610
|51,920
|31,350
|1,650
|15,300
|64,800
|-
|{{Flag|Sri Lanka}}
|30,040
|41,300
|27,310
|1,660
|8,600
|44,000
|-
|{{Flag|Brazil}}
|28,990
|48,350
|29,240
|650
|13,100
|58,000
|-
|{{Flag|Spain}}
|28,120
|42,160
|23,640
|1,030
|11,200
|47,500
|-
|{{Flag|Papua New Guinea}}
|28,010
|39,940
|20,750
|1,160
|9,300
|49,400
|-
|{{Flag|South Africa}}
|26,360
|46,110
|36,170
|820
|11,200
|61,300
|-
|{{Flag|United Arab Emirates}}
|26,290
|37,090
|23,330
|2,790
|7,200
|40,400
|-
|{{Flag|Switzerland}}
|25,040
|42,600
|22,570
|1,190
|13,300
|54,700
|-
|{{Flag|Chile}}
|17,090
|23,840
|10,920
|160
|7,700
|29,600
|-
|{{Flag|Colombia}}
|16,820
|39,570
|21,670
|170
|5,900
|21,800
|-
|{{Flag|Denmark}}
|16,290
|26,000
|14,800
|590
|8,800
|29,700
|-
|{{Flag|Argentina}}
|15,890
|22,920
|11,810
|330
|6,900
|23,800
|-
|{{Flag|Pakistan}}
|15,670
|25,660
|17,720
|1,130
|5,900
|20,900
|-
|{{Flag|Sweden}}
|15,300
|28,110
|17,300
|820
|11,500
|42,600
|-
|{{Flag|Bangladesh}}
|14,700
|20,630
|13,880
|650
|4,500
|20,300
|-
|{{Flag|Norway}}
|12,160
|17,990
|10,940
|480
|5,800
|23,400
|-
|{{Flag|Belgium}}
|10,790
|17,190
|10,610
|470
|5,800
|23,600
|-
|{{Flag|Austria}}
|10,440
|16,150
|8,560
|410
|4,800
|19,500
|-
|{{Flag|Poland}}
|10,230
|14,890
|7,790
|520
|6,400
|21,100
|-
|{{Flag|Mexico}}
|8,980
|12,250
|5,700
|130
|3,000
|13,300
|-
|{{Flag|Israel}}
|8,030
|13,930
|9,700
|810
|3,800
|16,300
|-
|{{Flag|Saudi Arabia}}
|7,230
|9,430
|5,850
|610
|4,400
|14,500
|-
|{{Flag|Finland}}
|6,480
|11,140
|6,100
|260
|4,000
|16,400
|-
|{{Flag|Russia}}
|5,960
|10,630
|5,010
|470
|5,100
|17,900
|-
|{{Flag|Iran}}
|5,560
|11,480
|8,830
|390
|1,900
|10,600
|-
!Total|| 5,322,180|| 7,187,440   || 3,669,250 || 245,760 || 1,827,700 || 9,465,900 
|-
| colspan="6" style="font-size:80%; background:#cef; text-align:center;" |Source: Australian Bureau of Statistics<ref name=":1">{{cite web | url = http://www.abs.gov.au/AUSSTATS/abs@.nsf/Previousproducts/3401.0Feature%20Article1Dec%202010?opendocument&tabname=Summary&prodno=3401.0&issue=Dec%202010&num=&view= | title = Overseas Arrivals and Departures, Australia Dec 2010 |access-date= 2011-12-02 |publisher=Australian Bureau of Statistics }}</ref><ref name=":2">{{cite web |url=http://www.tra.gov.au/documents/Final_IVS_Web_tables.xlsx |title=Estimates from the International Visitor Survey |access-date=2016-01-09 |url-status=dead|archive-url=https://web.archive.org/web/20160303211910/http://www.tra.gov.au/documents/Final_IVS_Web_tables.xlsx |archive-date=2016-03-03 }}</ref><ref name=":3">[http://www.tourism.australia.com/documents/Statistics/ABSarrivalsDec2015.pdf Visitors by country of residence] {{Webarchive|url=https://web.archive.org/web/20160304194047/http://www.tourism.australia.com/documents/Statistics/ABSarrivalsDec2015.pdf |date=2016-03-04 }}</ref>
|
|}

In 2019, the majority of international visitors to Australia were from [[China]], [[New Zealand]], the [[United States]] and the [[United Kingdom|UK]], with visitors from China growing substantially from the early 2000s.<ref name=":1" /><ref name=":2" /><ref name=":3" /> 

Growth in tourism in 2019 was led by education and holiday travel. Education visitors were up 5% to 586,000, with spending increasing by 8% to a record $12.7 billion. Holiday visitors were up 4% to almost 4 million, with spending growing by 6% to $16.9 billion.<ref name="tra19">{{Cite web |url=https://www.tra.gov.au/International/International-tourism-results/overview |title=Latest International Visitor Survey (IVS) Results – Year Ending June 2019 |access-date=2019-10-13 |archive-date=2020-12-21 |archive-url=https://web.archive.org/web/20201221235411/https://www.tra.gov.au/International/International-tourism-results/overview |url-status=dead }}</ref>

===Markets===
{| class="wikitable"
!Country / Region!!Description<ref>{{Cite web | url=http://www.tourism.australia.com/documents/ABSarrivalsApr2015.pdf | archive-url=https://web.archive.org/web/20150922135053/http://www.tourism.australia.com/documents/ABSarrivalsApr2015.pdf | archive-date=2015-09-22 | title=Visitors by country of residence}}</ref>
|-
| Australia (Domestic)|| For the year ended 31 December 2009, the total economic value of domestic tourism measured $63.3 billion, with 66.1 million overnight trips taken in Australia by Australian residents aged 15 years and over.
|-
| United States|| There was $2.126 billion in total expenditure from the United States in 2010. The tourism industry potential estimates that the United States market has the potential to grow to between $4.530 billion and $5.519 billion in total expenditure by 2020.
|-
| Canada|| Canada was Australia's twelfth largest inbound market for total expenditure in 2010, with $700 million spent on trips to Australia. 
|-
| [[Argentina]]|| Argentina is one of Tourism Australia's developing markets. Arrivals to Australia from Argentina continue to perform well, with visiting friends and relatives, holiday and education segments reporting good growth from a small base.
|-
| Brazil|| 46,400 tourists from Brazil visited Australia in 2014–2015, an increase in 19% from the year prior.<ref>{{cite web|url=http://www.tourism.australia.com/documents/Statistics/TACP9700_Annual_Report_2014-15_Book_WEB_links.pdf|archive-url=https://web.archive.org/web/20160303123033/http://www.tourism.australia.com/documents/Statistics/TACP9700_Annual_Report_2014-15_Book_WEB_links.pdf|url-status=live|archive-date=March 3, 2016|title=Tourism Australia Annual Report 2014/15|access-date=27 February 2016}}</ref>
|-
| China|| There was $3.26 billion in total expenditure from the China market in 2010. The tourism industry potential estimates that China has the potential to grow to between $7.406 billion and $9.022 billion in total expenditure by 2020.
|-
| India|| There was $0.826 billion in total expenditure from the Indian market in 2010. In 2019 the expenditure was $1.8 billion, up 68%.<ref name="no2019">[https://www.theage.com.au/national/tourist-numbers-from-india-are-booming-but-they-re-not-here-for-a-holiday-20191011-p52zxl.html Tourist numbers from India are booming. But they're not here for a holiday]</ref> The tourism industry potential estimates that India has the potential to grow to between $1.854 billion and $2.258 billion in total expenditure by 2020. 
|-
| Hong Kong|| Hong Kong was Australia's eleventh largest inbound market for total expenditure in 2010, with $0.808 billion spent on trips to Australia. 
|-
| [[Indonesia]]|| Indonesia was Australia's thirteenth largest inbound market for total expenditure in 2010, with $0.608 billion spent on trips to Australia. 
|-
| [[South Korea]]|| There was $1.279 billion in total expenditure from South Korea in 2010. The tourism industry potential estimates that the South Korean market has the potential to grow to between $2.792 billion and $3.401 billion in total expenditure by 2020.
|-
| [[Malaysia]]|| There was $1.047 billion in total expenditure from Malaysia in 2010. The tourism industry potential estimates that the Malaysian market has the potential to grow to between $2.046 billion and $2.492 billion in total expenditure by 2020.
|-
| [[Taiwan]]|| Tourists from Taiwan increased to 121,400 in the year ending April 2015, an increase of 9.1% from the previous year. The total inbound economic value of the Taiwan market increased by 21 per cent to $398 million.
|-
| [[Singapore]]|| There was $1.199 billion in total expenditure from Singapore in 2010. The tourism industry potential estimates that the Singapore market has the potential to grow to between $2.266 billion and $2.760 billion in total expenditure by 2020.
|-
| [[Thailand]]|| Thailand is ranked 15th among Australia's source markets in terms of arrivals. Australia received a total of 77,500 visitors from Thailand in 2008/09, a decrease of 8 per cent compared to the previous year.
|-
| [[Vietnam]]|| There were 37,246 arrivals from Vietnam in the calendar year 2010, an increase of seven per cent on the previous year.
|-
| United Kingdom|| There was $3.184 billion in total expenditure from the United Kingdom in 2010. The tourism industry potential estimates that the United Kingdom market has the potential to grow to between $5.479 billion and $6.675 billion in total expenditure by 2020.
|-
| Netherlands|| The total inbound economic value of the Netherlands market was $300 million in 2008/09 which was a three per cent increase in the previous year.
|-
| Germany|| There was $0.910 billion in total expenditure from Germany in 2010. The tourism industry potential estimates that Germany has the potential to grow to between $1.902 billion and $2.316 billion in total expenditure by 2020. 
|-
| Switzerland|| Australia received a total of 53,600 visitors from Switzerland in 2014/2015. The total inbound economic value was $270 million which was one per cent less than the previous year.
|-
| France|| There was $0.561 billion in total expenditure from France in 2010. The tourism industry potential estimates that the France market has the potential to grow to between $1.153 billion and $1.405 billion in total expenditure by 2020. 
|-
| [[Nordic countries|Nordic]]|| The total inbound economic value of the Nordic market increased by 5 per cent during 2008/2009 and was valued at $506 million. Australia received a total of 58,700 visitors from the Nordic region in 2008/09.
|-
| Ireland|| Australia received a total of 64,420 visitors from Ireland in 2008/09, a decrease of 1 per cent compared to the previous year. The total inbound economic value increased 3 per cent to A$479 million in 2008/09.
|-
| Spain|| Despite a strong increase in October visitor arrivals, total arrivals year to date (YTD) continue to be well below last year and Spain continues to be one of the hardest-hit European markets.
|-
| Italy|| There were 73,200 visitor arrivals from Italy in 2014–2015.
|}

===Domestic tourism===
The domestic tourism market is estimated at $63 billion.<ref name="tadtc">{{Cite news |url=http://www.travelweekly.com.au/you-re-the-boss/story-of-the-fortnight/home-for-the-holidays |title=Tourism Australia's domestic tourism campaign |author=Louise Wallace |access-date=6 July 2013 |date=13 June 2012 |newspaper=Travel Weekly |archive-date=14 April 2013 |archive-url=https://web.archive.org/web/20130414130636/http://www.travelweekly.com.au/you-re-the-boss/story-of-the-fortnight/home-for-the-holidays |url-status=dead }}</ref> In 2009, the Australian domestic market experienced a 10% slump in the number of visitor nights.<ref name="dtd">{{Cite news |url=http://www.adelaidenow.com.au/news/domestic-tourism-drives/story-e6freo8c-1225775340222 |title=Domestic tourism drives |author=Stuart Innes |access-date=6 July 2013 |date=17 September 2009 |work=Adelaide Now |publisher=News Limited }}</ref> Domestic tourism in general and in particular free caravan and camping sites for overnight accommodation experienced strong demand in 2012.<ref name="gdt">{{cite web |url=http://minister.ret.gov.au/mediacentre/mediareleases/pages/growingdomestictourism.aspx |title=Growing Domestic Tourism |date=12 September 2012 |work=Media Release |publisher=Department of Resources, Energy and Tourism |access-date=6 July 2013 |archive-date=4 May 2013 |archive-url=https://web.archive.org/web/20130504135026/http://minister.ret.gov.au/MediaCentre/MediaReleases/Pages/GrowingDomesticTourism.aspx |url-status=dead }}</ref>

Australians are big domestic travellers, with a profusion of seaside resort towns in every state (many located on or near good [[surfing]] beaches), mountain retreats, plentiful [[national parks]], rivers, [[fishing]] locations, wine growing regions, as well as domestic visitation of the major tourist spots.{{Citation needed|date=July 2007}}  [[Domestic tourism]] peaks during the Australian school holidays.

In 2011, a leading Australian travel agent warned that low-cost carriers such as AirAsia and Jetstar who offered cheap packages to Asia threatened the domestic tourism market.<ref name="bas">{{Cite news |url=http://www.news.com.au/travel/news/budget-airlines-slowly-killing-australian-tourism-expert-warns/story-e6frfq80-1226223796453 |title=Budget airlines slowly killing domestic tourism, expert warns |author=Angela Saurine |access-date=6 July 2013 |date=16 December 2011 |work=news.com.au |publisher=News Limited |archive-date=23 March 2012 |archive-url=https://web.archive.org/web/20120323202617/http://www.news.com.au/travel/news/budget-airlines-slowly-killing-australian-tourism-expert-warns/story-e6frfq80-1226223796453 |url-status=dead }}</ref>
{{Clear}}

==Visas==
{{main|Visa policy of Australia}}
All visitors to Australia, apart from New Zealanders, require an Australian [[visa (document)|visa]] to enter the country. For most countries, a full visa is required. Passport holders of all [[European Union]] countries as well as all [[Schengen Area]] countries and [[European microstates]] can apply online for an [[EVisitor|eVisitor authorisation]]. Citizens of some [[Organisation for Economic Co-operation and Development|OECD]] and some [[East Asia]]n countries can apply for the similar [[Visa policy of Australia#Electronic Travel Authority (ETA) (subclass 601)|Electronic Travel Authority authorisation]].<ref>[https://www.border.gov.au/Trav/Visi/Info Visitors – Visas & Immigration]</ref>

==Organizations==
The [[Austrade|Australian Trade and Investment Commission]] has tourism policy and programs responsibility in the Australian Government with [[Tourism Australia]] responsible for marketing Australia. State and territory government jurisdictions have tourism policy departments and/or tourism marketing authorities along with regional tourism organisations. The industry has a wide range of stakeholder bodies including the ''Australian Tourism Industry Council'' (ATIC),<ref>{{Citation | title=Australian Tourism Industry Council | date=2000 | publisher=Australian Tourism Industry Council | url=https://trove.nla.gov.au/work/230637160 | access-date=4 March 2019 }}</ref> which includes promotion of the ''Quality Tourism Framework'', the ''Australian Tourism Awards'' and ''Star Ratings Australia''; the [[Australian Chamber of Commerce and Industry|Australian Chamber of Commerce and Industry Tourism Chamber]], and the ''Australian Tourism Export Council'' (ATEC).<ref>{{Citation | title=ATEC : Australian Tourism Export Council | date=2000 | publisher=Australian Tourism Export Council | url=https://trove.nla.gov.au/work/185779602 | access-date=4 March 2019 }}</ref>

=== Marketing ===
{{see also|Australia Week}}
[[File:Welcomebay.jpg|thumb|right|[[Fitzroy Island, Queensland|Fitzroy Island]], Queensland]]
<!-- Deleted image removed: [[File:Hayman.png|thumb|center|650px|[[Hayman Island|Hayman Island Resort]] in [[Queensland]] is a member of "[[The Leading Hotels of the World]]". Queensland is a [[tropics|tropical]] state and is a popular destination for domestic and international tourists.]] -->
[[Image:Melaleuca Airstrip SW Tas.jpg|thumb|left|A tourist plane prepares for take-off from the Melaleuca Airstrip in the [[South West Wilderness]] of [[Tasmania]]]]
Australia's international tourism campaigns have focused on Australia's laid back style, such as the 1980s [[advertising campaign]] featuring actor [[Paul Hogan]] telling American tourists "I'll slip an extra [[shrimp on the barbie]] for you", or its cheeky side, as in its controversial 2006 campaign in the United Kingdom using the [[Australian English|Australian colloquialism]] slogan "[[So where the bloody hell are you?]]".{{Citation needed|date=January 2010}}

Tourism Australia's "No Leave No Life" campaign was launched in March 2009 by the Federal Minister for Tourism, the Hon. Martin Ferguson AM MP. This campaign was designed to remind employees of the personal and professional benefits of taking annual leave, and of taking that leave in Australia. On 30 June 2009, there were 126 million days of stockpiled annual leave in the Australian economy.<ref name="taar0809">{{cite book |title=Annual Report 2008–2009 |publisher=Tourism Australia |page=14 |url=http://www.tourism.australia.com/documents/corporate/Annual_Report_2008_2009.pdf |access-date=5 July 2013 |archive-date=11 February 2014 |archive-url=https://web.archive.org/web/20140211233942/http://www.tourism.australia.com/documents/corporate/Annual_Report_2008_2009.pdf |url-status=dead }}</ref> At the end of the June 2010 quarter, this number had decreased to 117 million days, following falls in the preceding three quarters.

Tourism Australia's consumer campaign "There's Nothing Like Australia" invited Australians to share their favourite Australian place or experience with the world. The campaign is based on research conducted by Tourism Australia that showed Australians were eager to get involved in promoting their country. It was developed to involve Australians because they are the experts on what makes Australia unlike anywhere else. The core message, that "There's Nothing Like Australia" was designed for longevity through different mediums, audiences and activities.<ref>Tourism Australia Annual Report 2009–2010,</ref>

==Types of tourism==
[[File:Jamison Valley, Blue Mountains, Australia - Nov 2008.jpg|thumb|right|Jamison Valley in the [[Blue Mountains (New South Wales)|Blue Mountains]]]]

===Backpacking===
Australia is popular for people engaging in [[backpacker tourism]]. Spending more time in Australia, these travellers tend to explore considerably more of the country. Many backpackers participate in working holidays enabling them to stay longer in the country. [[Working holiday visa]]s for Australia are available for those aged 18 to 30 for most citizens from Western Europe, Canada, the United States, and some developed East Asian nations such as Hong Kong, [[Taiwan]], Japan and South Korea.<ref>{{cite web|url=http://www.immi.gov.au/visitors/working-holiday/visa-options.htm |title=Visa Options – Working Holiday Makers – Visas & Immigration |publisher=Department of Home Affairs|location=Canberra|date=2008-10-29 |access-date=2010-07-09}}</ref> More than 111,000 of these visas were issued between July and December 2022, compared to 23,000 over the same period in 2021. This brings them back in line with pre-pandemic levels. As a result of this, hostel revenue is projected to grow by 7.9% in the 2023–24 financial year.<ref>{{Cite web |title=IBISWorld – Industry Market Research, Reports, and Statistics |url=https://www.ibisworld.com/default.aspx |access-date=2024-01-19 |website=www.ibisworld.com |language=en}}</ref>

=== Birdwatching ===
According to Tourism Research Australia, international visitors spent $2.6 billion on travel that involved [[birdwatching]] in 2024.  Some visitors travel long distances and spend thousands of dollars chasing a glimpse of rare birds.<ref name="bat">{{cite news |last=Sexton-McGrath |first=Kristy |date=15 February 2025 |title=Birdwatching and twitchers pump billions into Australia's tourism industry |url=https://www.abc.net.au/news/2025-02-15/tourism-industry-twitchers-birdwatching/104919868 |work=ABC News |access-date=15 February 2025}}</ref>

===Ecotourism===
Australia has a diverse geography, containing many distinct geographical features and [[Fauna of Australia|unique fauna]]. [[Ecotourism]] accounts for a large portion of Australia's domestic and international tourism, with two thirds of all international visitors in 2016 having engaged in nature tourism in some way.<ref>{{cite report |url=https://www.ttf.org.au/wp-content/uploads/2017/08/TTF-Unlocking-our-Great-Outdoors-August-2017.pdf |title=Unlocking Our Great Outdoors |author= |first= |date=June 2017 |publisher=Tourism and Transport Forum Australia |page= |docket= |quote= |author-link= |access-date=14 December 2023 }}</ref> Popular activities include skiing, surfing, hiking, camping and whale watching.

Whale watching is available seasonally on almost all of Australia's subtropical coast. Boat tours are usually offered in coastal towns, although whales can be easily viewed from the shoreline. Whale watching hubs include [[Hervey Bay]], [[Eden, New South Wales|Eden]] and [[Batemans Bay|Bateman's Bay]].<ref>{{cite report |url=https://www.dcceew.gov.au/environment/marine/publications/humpback-whales-eastern-australia |title=The humpback whales of Eastern Australia |author= |date=2007 |publisher=Department of the Environment and Water Resources |page= |docket= |quote= |author-link= |access-date=}}</ref>[[File:Great Barrier Reef.jpg|thumb|Snorkelling on the [[Great Barrier Reef]], 2011]]

=== Arts and cultural tourism ===
Many tourists that visit Australia engage with cultural tourism, including some 54% of international tourists and 26% of domestic tourists in 2015.<ref>{{cite report |url=https://www.ttf.org.au/wp-content/uploads/2016/06/TTF-Cultural-Tourism-2016.pdf |title=CULTURAL & HERITAGE TOURISM IN AUSTRALIA |author= |date=April 2016 |publisher=Tourism & Transport Forum Australia |page= |docket= |quote= |author-link= |access-date=26 December 2023 }}</ref> Cultural tourism is most significant in Australia's urban areas, however most towns will offer some sort of heritage tourism. 

=== Events ===
Year-round, Australia has many events, which attract both domestic and international tourists.

The [[2000 Sydney Olympics]] resulted in significant inbound and domestic tourism to [[Sydney]]. During the games, Sydney hosted 362,000 domestic and 110,000 international visitors. In addition, up to 4&nbsp;billion people watched the games worldwide.<ref name="yba05"/> The [[2003 Rugby World Cup]] attracted over 65,000 international visitors to Australia, having also taken place in Sydney.<ref name="yba05">{{cite web|url=http://www.abs.gov.au/AUSSTATS/abs@.nsf/featurearticlesbyCatalogue/42B5A8F5F7C588D4CA256F7200832FE7?OpenDocument |title=1301.0 – Year Book Australia, 2005 |date=21 January 2005 |publisher=Abs.gov.au |access-date=2010-07-09}}</ref>

Additionally, the [[Australian Grand Prix]] is one of the most attended racing events in the country, with the [[1995 Australian Grand Prix]] in [[Adelaide]] holding the record [[List of Formula One race records|for the most attended race weekend]] in the history of the championship, attracting over 520,000 people.

[[Schoolies Week]] is an annual celebration of Year 12 school leavers in late November, with the [[Gold Coast, Queensland|Gold Coast]] maintaining its status as one of the most attended venues. In 2011 they were expected to boost the economy by $60 million..<ref name="eits">{{Cite news |url=http://www.brisbanetimes.com.au/queensland/eye-in-the-sky-to-keep-watch-over-schoolies-20111118-1nmzg.html|title=Eye in the sky to keep watch over schoolies|access-date=20 November 2011|date=19 November 2011|work=Brisbane Times |publisher=Fairfax Media}}</ref>

The world’s second largest annual [[Arts festival]] The [[Adelaide Fringe]] (only smaller than The [[Edinburgh Festival Fringe]]) welcomed 2.7 million attendees in 2019.

===Attractions===
[[File:The Sydney Opera House at dusk.jpg|thumb|right|250px|The [[Sydney Opera House]]]]
Major Australian icons for tourists to visit include:
{{columns-list|colwidth=30em|
*[[Great Barrier Reef]]
*[[Red Centre]]
*[[Great Ocean Road]]
*[[Barossa Valley]]
*[[Kakadu National Park|Kakadu]]
*[[The Kimberley]]
*[[Kangaroo Island]]
*[[Byron Bay, New South Wales|Byron Bay]]
*[[Tasmanian Wilderness]]
*[[Australian Alps]]
*[[Ningaloo]]
*[[Flinders Ranges]]
*[[Fraser Island]]
*[[Sydney Harbour Bridge]]
*[[Freycinet National Park|Freycinet]]
*[[Gippsland]]
*[[Uluru]]
*[[Coober Pedy]]
*[[Sydney Opera House]]
*[[Phillip Island]]
*[[Melbourne Cricket Ground]]
*[[Blue Mountains (New South Wales)|Blue Mountains]]
*[[Namadgi National Park]]<ref>{{cite web|url=http://www.australia.com/explore/icons/great-barrier-reef.aspx|title=Australia's Icons|publisher=australia.com|access-date=30 June 2014|archive-date=23 February 2014|archive-url=https://web.archive.org/web/20140223070030/http://www.australia.com/explore/icons/great-barrier-reef.aspx|url-status=dead}}</ref>
}}

==See also==
[[File:Surfers Paradise Dec 2013.JPG|thumb|Beach of [[:en:Surfers Paradise, Queensland|Surfers Paradise]], [[:en:Gold Coast, Queensland|Gold Coast]]]]
{{portal|Australia}}
* [[Visa policy of Australia]]
* [[List of World Heritage Sites in Australia]]
* [[Tourism in Sydney]]
* [[Tourism in Melbourne]]
* [[Tourism in Brisbane]]
* [[Tourism in Perth]]
* [[:Category:Organised events in Adelaide|Tourism in Adelaide]]
* [[Passenger Movement Charge]]
* [[Australian National Travel Association]]
{{Clear}}

==References==
{{reflist|30em}}

==External links==
{{Wikivoyage|Australia}}
* [http://www.australia.com/ Information About Australian Holidays & Travel] 
* [https://www.tourism.australia.com/en/ Tourism Australia]
* [https://www.tra.gov.au/ Tourism Research Australia]
* [http://www.immi.gov.au/ Department of Home Affairs]
* [https://www.austrade.gov.au/australian/tourism/ Austrade – Tourism] {{Webarchive|url=https://web.archive.org/web/20230529012443/https://www.austrade.gov.au/australian/tourism |date=2023-05-29 }}

{{Australia topic|prefix=Tourism in}}
{{Tourism in Oceania}}
{{Australia topics}}
{{Economy of Australia}}

[[Category:Tourism in Australia| ]]
[[Category:Tourism in Oceania by country|Australia]]