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Australia is generating a tourism boom in Sydney, Melbourne and Brisbane through an emphasis on visas, aggressive marketing, enhanced international connectivity and improved visitor experiences, in addition to cooperation with tourism partners in Thailand and other Asia-Pacific countries to attract more visitors in 2026. The country is witnessing a rise in tourism demand due to a combination of renewed emphasis on immigration policies, superior experiences, growing domestic destinations, and expanded air travel. Other nations, including Thailand, Japan, Malaysia, Vietnam, Indonesia, India, South Korea and the Philippines are also set to witness a surge in their tourism industries as they invest in extensive and competitive travel campaigns to lure more visitors to their regions, destinations and cultures.
Australia is entering a powerful new phase of tourism growth in 2026 as Sydney, Melbourne and Brisbane strengthen their position as international travel gateways while regional destinations experience a fresh wave of visitor demand. The country is working alongside major tourism markets across Asia-Pacific, including Thailand, Japan, Malaysia, Vietnam, Indonesia, India, South Korea and the Philippines, as destinations compete through smarter visa policies, global campaigns, improved aviation links and innovative travel experiences.
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The new tourism momentum is being driven by a combination of international market expansion, regional tourism development, upgraded visitor infrastructure and a shift towards higher-value travel. Australia’s strategy is not only focused on attracting more travellers but also encouraging longer stays, greater spending and wider economic benefits for communities.
Australia’s biggest cities are playing a central role in the country’s tourism expansion.
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Sydney continues to attract global visitors through its world-famous harbour, beaches, cultural attractions and major events. Melbourne is strengthening its reputation as a creative, culinary and sporting capital, while Brisbane is emerging as a major gateway for Queensland’s nature, adventure and coastal experiences.
These cities are supported by stronger international aviation connections, improved visitor experiences and growing demand from overseas markets.
At the same time, regional tourism is becoming a major growth engine. Destinations such as Glenelg Shire in Victoria are showing how regional Australia is benefiting from the wider tourism recovery.
The latest Summer Season Tourism Report revealed that Glenelg Shire welcomed around 190,000 domestic visitors, representing a 17 per cent increase compared with the previous year. International visitation also increased, with more than 42,000 overseas visitors travelling to the region.
Visitor spending reached approximately $19.35 million, increasing by six per cent year-on-year and exceeding inflation levels, showing genuine tourism-driven economic growth.
The growth reflects Australia’s broader strategy of encouraging travellers to explore beyond major cities and discover coastal towns, nature destinations, heritage locations and regional experiences.
Thailand is becoming one of Australia’s strongest tourism partners in the Asia-Pacific region as both countries benefit from growing travel demand.
Thailand is boosting tourism in 2026 through a major shift from mass tourism towards higher-value experiences. The country’s tourism strategy focuses on attracting travellers who stay longer, spend more and seek unique experiences.
The Tourism Authority of Thailand is promoting the Thailand Tourism Next strategy, built around the Amazing 5 Economy framework.
Thailand is expanding:
The country is also strengthening its digital tourism ecosystem by improving online services, travel platforms and visitor convenience.
Thailand’s tourism growth strategy aims to increase revenue through quality experiences rather than only increasing visitor numbers.
From Bangkok’s cultural attractions to Phuket’s luxury resorts and Chiang Mai’s heritage experiences, Thailand is creating a more diverse tourism product that attracts international travellers.
Japan is another major tourism powerhouse supporting Asia-Pacific travel growth.
The country is expanding beyond traditional destinations such as Tokyo, Kyoto and Osaka by promoting lesser-known regions, rural communities and authentic cultural experiences.
Japan’s tourism strategy focuses on:
The government is encouraging travellers to explore areas including countryside villages, mountain regions, traditional towns and nature destinations.
Japan is also targeting higher-spending visitors through premium experiences involving food, craftsmanship, wellness, heritage and adventure.
By reducing pressure on overcrowded destinations and promoting regional tourism, Japan is creating a more balanced tourism economy.
Malaysia is making 2026 a landmark year through its global Visit Malaysia 2026 campaign.
The campaign is designed to showcase Malaysia as a destination combining culture, nature, food and adventure.
Malaysia is attracting international visitors through:
The country’s unique advantage is its combination of modern cities, tropical islands, rainforests and multicultural experiences.
Kuala Lumpur continues attracting business and leisure travellers, while destinations such as Sabah, Sarawak, Langkawi and Penang are gaining attention among travellers searching for nature and authentic experiences.
The Visit Malaysia 2026 campaign is expected to strengthen the country’s position as one of Southeast Asia’s leading tourism destinations.
Vietnam is accelerating tourism growth by improving international access and promoting more diverse travel experiences.
The country is focusing on:
Vietnam is moving beyond famous destinations such as Hanoi and Ho Chi Minh City by promoting regions including central Vietnam, mountain areas and coastal destinations.
The country’s UNESCO heritage sites, attractive beaches and affordable luxury experiences continue to attract visitors from Australia, India, Europe and Northeast Asia.
Improved connectivity is helping Vietnam compete strongly within the Asia-Pacific tourism market.
Indonesia is creating a new tourism growth model by developing destinations beyond Bali.
While Bali remains one of the world’s most recognised island destinations, Indonesia is investing heavily in alternative tourism hubs.
Major priority destinations include:
Indonesia is strengthening tourism through:
The strategy aims to spread tourism benefits across more islands while creating new opportunities for local communities.
India is emerging as one of the fastest-growing tourism markets connected with Australia and the wider Asia-Pacific region.
The country is expanding tourism through:
India is investing in better infrastructure, improved transport links and destination development.
The country is also promoting lesser-known regions, including the Northeast, Himalayan destinations and coastal areas.
Wellness tourism remains a major opportunity, with yoga, Ayurveda and traditional healing experiences attracting international visitors.
India’s growing middle class and increasing international connectivity are also creating stronger outbound and inbound tourism links.
South Korea continues transforming its global cultural influence into tourism growth.
The popularity of Korean entertainment, including music, television and food culture, has created powerful tourism demand.
South Korea is boosting tourism through:
Beyond Seoul, the country is promoting coastal cities, historic locations and traditional villages.
Technology is also playing an important role, with digital services helping visitors navigate destinations more easily.
South Korea’s combination of entertainment, innovation and heritage is attracting younger international travellers.
The Philippines is strengthening its tourism position through its natural attractions.
The country is promoting:
While destinations such as Boracay and Palawan remain globally recognised, the Philippines is encouraging visitors to discover more islands and regional destinations.
Improved airports, tourism infrastructure and international marketing campaigns are helping the country attract more global travellers.
The Philippines is positioning itself as a leading destination for tropical escapes and nature-based adventures.
Australia’s tourism rise in 2026 is happening alongside a wider Asia-Pacific transformation.
Sydney, Melbourne and Brisbane are strengthening their global appeal while countries including Thailand, Japan, Malaysia, Vietnam, Indonesia, India, South Korea and the Philippines are creating new reasons for travellers to explore the region.
The competition is no longer only about famous landmarks. Countries are now investing in:
Australia is generating an impressive tourism boom in Sydney, Melbourne and Brisbane by offering new visa privileges and promoting the country as an important destination with expanded connectivity and premium experiences, while Thailand and other Asia-Pacific destinations are set to see a surge in international visitors in 2026.
Together, these strategies are creating a powerful tourism surge across the Asia-Pacific region, with Australia and its neighbouring countries entering a new era of global travel growth.
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