Australia Sets Bold Tourism 2035 Roadmap to Boost Global Visitors, Sustainability and Luxury Travel

Written By: Ankita Sarmah

Ankita Sarmah

A passionate storyteller and aspiring journalist, Ankita Sarmah is currently pursuing a Master’s in English at DU while exploring the evolving landscape of journalism. With two years of practical experience, she has developed a strong ability to transform ideas, observations, and experiences into engaging narratives that connect with readers. Her journey combines academic knowledge with real-world reporting, allowing her to explore diverse fields such as culture, travel, and lifestyle through a creative and insightful perspective. Driven by curiosity and a passion for meaningful storytelling, Ankita strives to create fresh, authentic, and impactful content that informs, inspires, and leaves a lasting impression. For her, every story is more than words — it is an experience crafted to engage, connect, and resonate with audiences.

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August 6, 2026 16:03 GMT+5:30

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Australia unveils Tourism 2035 to boost global travel, luxury, sustainability and growth. Australia has unveiled a strategic Tourism 2035 to improve and develop the Australian tourism sector making it a preferred destination for travelers worldwide. The strategy will invest in premium tourist traffic, product diversification, artificial intelligence, sustainability, and major international events to grow and benefit from the demand and business.

The strategy has been developed around the changing global travel landscape, where competition between destinations is increasing and travellers are seeking more meaningful, personalised and responsible experiences. Australia aims to position itself as a destination that combines unique nature, culture, adventure, luxury and innovation to meet future demand.

Australia Prepares for the Next Decade of Global Tourism Growth

Tourism Australia’s future strategy identifies several major forces expected to influence international travel over the coming decade. These include the continued rise of Asian travel markets, changes in global aviation, increasing demand for responsible tourism, the influence of major international events and the growing importance of diverse travel experiences.

The Asian Century remains a significant opportunity for Australia, as expanding economies and rising middle-class populations across Asia are expected to drive future international travel demand. Australia aims to strengthen its appeal among these markets by improving destination awareness and highlighting experiences that match evolving traveller preferences.

The future of flight will also play an important role in tourism growth. Easier connectivity, improved aviation networks and reduced travel barriers will influence destination choices as travellers look for convenient and affordable ways to explore international destinations.

At the same time, global tourism is becoming increasingly competitive, with destinations worldwide competing for high-spending travellers. Australia’s strategy focuses on attracting visitors who stay longer, spend more and contribute greater economic value to local communities.

Tourism Australia Targets High-Value Visitors Through New Marketing Approach

International tourism continues to deliver significant economic benefits for Australia. International visitors contributed $57 billion in total overnight expenditure during the past year, supporting tourism businesses, employment and regional economies across the country.

Tourism 2035 aims to strengthen this economic contribution by improving how Australia markets itself globally. A key priority is developing marketing strategies that connect not only with travellers but also with digital platforms, algorithms and artificial intelligence systems that increasingly influence travel decisions.

As travellers rely more on online searches, recommendation engines and AI-powered tools when planning holidays, Australia aims to ensure its destinations remain visible and highly recommended across digital channels.

The strategy also recognised that modern travellers are no longer choosing destinations based on a single attraction. Visitors increasingly want complete journeys that combine nature, food, culture, wildlife, adventure, wellness and local experiences.

Australia plans to showcase its wider tourism offering beyond its famous beaches and wildlife. The focus will shift towards demonstrating the country’s diverse landscapes, regional destinations and immersive experiences that encourage longer stays.

Major Events and Luxury Experiences to Drive Future Tourism

Major international events will become a key pillar of Australia’s tourism growth plans. Global sporting and cultural events provide opportunities to attract international attention, increase visitor numbers and encourage travellers to explore destinations beyond major cities.

Tourism Australia intends to use major events as platforms for national destination marketing, ensuring benefits are distributed across different states and regions. These events are expected to create long-term awareness and strengthen Australia’s reputation as a world-class destination.

Luxury tourism will also receive greater attention under the Tourism 2035 roadmap. The global definition of luxury is changing, with travellers increasingly seeking authenticity, privacy, connection with nature and rare experiences rather than traditional luxury based only on premium services.

Australia’s natural landscapes, remote wilderness areas, Indigenous cultural experiences and unique wildlife encounters provide opportunities to develop a distinctive luxury tourism identity.

The strategy aims to position Australia as a destination where luxury is connected with meaningful experiences, environmental responsibility and exclusive access to extraordinary places.

Sustainability and Responsible Travel Shape Australia’s Tourism Future

Sustainability is a central element of Australia’s future tourism approach. Growing numbers of travellers are seeking experiences that create positive environmental and social impacts, encouraging destinations to adopt more responsible tourism models.

Tourism Australia’s strategy highlights the importance of protecting natural and cultural assets while supporting communities that depend on tourism. Responsible travel initiatives will play a larger role in attracting visitors who value conservation, sustainability and authentic connections with destinations.

Nature-based tourism is expected to become one of Australia’s strongest competitive advantages. Travellers are increasingly interested in regenerative experiences that allow them to reconnect with nature while supporting environmental protection.

The strategy identifies “natural desire” as a major factor shaping future demand, reflecting rising interest in unique landscapes, outdoor experiences and destinations that offer genuine connections with the environment.

Ten Global Trends Influencing Australia’s Tourism Future

Tourism 2035 has identified ten global trends that will shape travel demand and influence Australia’s tourism direction.

These include increasing competition for high-yield travellers, continued growth from Asian markets, rising demand for diverse experiences, the power of major events, aviation transformation, global uncertainty, changing booking behaviour, digital competition, responsible travel and growing demand for authentic nature experiences.

Together, these trends highlight the need for Australia’s tourism sector to remain adaptable and innovative. The strategy aims to prepare the industry for changing traveller expectations while ensuring tourism continues to generate economic, social and environmental benefits.

Australia’s Tourism 2035 roadmap represents a shift towards a more future-focused tourism model. By combining technology, sustainability, luxury experiences and global marketing innovation, Australia aims to remain competitive in an increasingly crowded international tourism market.

Australia unveils tourism 2035 strategy to make the country appealing destination for wealthy and innovative travelers and to promote sustainability and long-lasting growth. The strategy has been created to ensure that the tourism sector continues to be a driver of growth, not only in terms of attracting more visitors but also in terms of generating value, benefits for the community, and long-term development.