Australia, Sydney and Melbourne are entering a new phase of tourism planning following the launch of Tourism Australia’s Tourism 2035 strategy on 5 August 2026. The international destination marketing plan extends to 2035 and focuses on changing traveller behaviour, artificial intelligence and the need to present a broader range of Australian destinations to international visitors.
The strategy addresses how travellers increasingly discover, compare and plan holidays through digital platforms and AI-powered systems. Tourism Australia aims to ensure that Australian destinations and experiences can be accurately recognised, described and recommended by these systems while encouraging visitors to explore beyond the country’s most established tourism gateways.
Tourism 2035 targets higher international visitor spending
Tourism Australia has established an international visitor expenditure target of A$61 billion to A$69 billion annually by 2035. The figure represents an official target for the strategy rather than a guaranteed outcome.
The long-term plan focuses on increasing the value generated by international tourism while broadening the experiences available to visitors. Tourism Australia is seeking to position Australia as a destination capable of supporting multiple long holidays rather than a single short itinerary.
For international travellers, the strategy places greater emphasis on discovering different regions, landscapes and experiences during repeat visits or extended trips.
AI becomes part of Australia’s tourism marketing
Artificial intelligence is increasingly influencing how travellers research destinations, accommodation, attractions and itineraries. Tourism 2035 responds to this shift by focusing on how AI systems interpret Australian destinations.
Tourism Australia wants digital platforms to better understand the country’s tourism experiences so that travellers searching for specific interests can receive more relevant Australian recommendations.
For example, a visitor researching wildlife, Indigenous culture, food, beaches, hiking or adventure could encounter destinations across different Australian states and territories rather than receiving recommendations concentrated around the most famous cities.
This approach also creates opportunities for smaller destinations to become more visible to travellers who may not already know their names.
Sydney and Melbourne remain major international gateways
Sydney and Melbourne continue to provide important entry points for international visitors. Sydney combines the Opera House, Harbour Bridge, beaches, national parks and urban attractions, while Melbourne offers food, arts, sport, architecture and cultural experiences.
These cities can serve as starting points for longer Australian itineraries. Visitors arriving in Sydney can travel towards regional New South Wales, while Melbourne provides access to Victoria’s Great Ocean Road, wine regions and regional towns.
Tourism 2035’s emphasis on longer stays and broader destination discovery creates opportunities to connect these gateways with destinations outside the major metropolitan areas.
Queensland expands beyond traditional beach holidays
Queensland provides some of Australia’s best-known international tourism experiences, including the Great Barrier Reef, Whitsunday Islands, Gold Coast and Daintree Rainforest.
Cairns serves as a major gateway to tropical North Queensland and provides access to reef and rainforest experiences. Travellers can combine marine activities with Indigenous cultural experiences, hiking and wildlife encounters.
The Gold Coast adds beaches, theme parks, restaurants and entertainment, creating a different tourism profile within the same state.
For international visitors, Queensland demonstrates how one region can support several types of holiday experiences rather than a single attraction.
Regional Australia gains greater importance
A central element of the strategy is increasing awareness of destinations beyond Australia’s major tourism hubs. Regional tourism provides access to landscapes, wildlife, food, wine, Indigenous heritage and outdoor activities.
Travellers can explore destinations such as the Blue Mountains in New South Wales, the Grampians in Victoria, the Barossa Valley in South Australia and the Margaret River region in Western Australia.
These destinations can be incorporated into road trips or domestic flight itineraries, allowing international visitors to extend their time beyond major cities.
Regional travel also gives visitors opportunities to experience smaller communities, local producers and landscapes that differ significantly from Australia’s metropolitan centres.
Western Australia offers long-distance adventure
Western Australia provides an example of the scale and diversity available to international visitors. Perth serves as the main gateway, while destinations including Margaret River, Ningaloo Coast and Broome offer different combinations of nature, coastline and cultural experiences.
The distance between destinations means travellers need to plan carefully around domestic flights, road journeys and accommodation. However, longer holidays allow visitors to incorporate multiple stops.
For travellers seeking wildlife and marine experiences, the Ningaloo Coast provides opportunities for reef activities and encounters with marine species, while Margaret River combines food, wine and coastal scenery.
Northern Territory brings Indigenous culture and wildlife
The Northern Territory adds another important dimension to Australia’s tourism offer. Darwin provides access to tropical landscapes and cultural attractions, while Kakadu National Park and Uluru offer major nature and heritage experiences.
Indigenous tourism is an important part of the visitor experience, with guided cultural activities providing opportunities to learn about Australia’s Aboriginal heritage and connection with Country.
For international travellers, combining Northern Territory destinations with major cities can create a substantially different holiday experience within the same country.
Tasmania adds food, wilderness and culture
Tasmania provides another regional destination that can contribute to longer international stays. Hobart combines food, arts and heritage, while the island’s national parks and wilderness areas offer hiking and nature tourism.
Visitors can explore Cradle Mountain-Lake St Clair National Park, Freycinet National Park and the Tasman Peninsula, alongside local food and wine experiences.
Tasmania can be reached by domestic flight from mainland Australian cities or by ferry from Victoria, giving travellers several options for adding the island to a wider itinerary.
Longer holidays become a central tourism opportunity
Australia’s geographical size makes longer stays particularly relevant. Travellers visiting from Europe, North America or Asia often face substantial journey times, creating an opportunity to combine several destinations during one trip.
A visitor could begin in Sydney, continue to Melbourne, explore regional Victoria and then travel to Queensland or the Northern Territory. Domestic aviation provides connections between major cities, while road trips offer access to regional areas.
Tourism 2035 aims to make these broader journeys easier to discover by improving how Australia’s destinations are represented across digital and AI-driven travel planning.
Australia prepares tourism for an AI-driven travel future
Tourism 2035 establishes a long-term framework for Australia’s international destination marketing through 2035, with AI discovery, higher visitor expenditure, longer stays and regional tourism among its central themes.
For travellers, the strategy points towards a broader Australian holiday experience: Sydney and Melbourne for city culture, Queensland for reefs and beaches, Western Australia for marine adventures, the Northern Territory for Indigenous heritage and wildlife, and Tasmania for wilderness and food.
With an annual international visitor expenditure target of A$61 billion to A$69 billion by 2035, Australia is positioning its tourism strategy around a future in which travellers increasingly use AI and digital platforms to decide where to go, while regional destinations gain greater visibility within the global travel journey.
