Australian tourism industry outlook 2024 and beyond: Jobs and trends

With its diverse wilderness landscapes, vibrant urban centres and unique First Nations cultures, Australia has long been a popular tourist destination for travellers from around the globe.

The decade up until the pandemic saw a period of consistent growth in the international tourist economy, with the number of visitors almost doubling from 5.2 million in 2010, to 8.6 million by 2019.

As with many other nations, the pandemic and resulting border closures had a big impact on tourism in Australia and between 2020 to 2022 many operators turned to domestic tourism in order to adapt. Today, the Australian tourism industry is happily back on track for another period of consistent growth across both the domestic and international markets, and with it an expected upsurge in jobs.

In addition, some exciting new industry approaches are emerging including regenerative sustainable travel and more recently regional staycations, boutique, cultural and wellness tourism - each of which brings an exciting new market niche to the economy.

Australian tourism industry statistics for 2024

• Overall 2024 revenue for the Australian tourism industry sits at $176.7bn, up 1% from 2019
• There are over 103,000 businesses employing 660,000 employees in the tourism sector in Australia in 2024
• The total arrivals to Australia from overseas in January 2024 was 2,122,070: an increase of 500,000 over arrivals in January 2023
• In December 2023, domestic tourism spending on overnight trips reached $112.6 million, a significant increase from 2021 ($86.1 million)
• Tourism Research Australia (TRA) predicts international visitor expenditure will exceed pre-pandemic levels in 2024 before increasing to A$48.8 billion by 2027
• In 2023, the Australian tourism GDP grew by a huge 76.7%
• Domestic tourism in 2024 contributes more to Australia's tourism GDP than international tourism, at $51 billion in direct contributions

Tourism industry job and growth projections to 2030

The projected growth in Australia's tourism industry for the next several years presents a promising outlook for job seekers in the future. According to TRA forecasting, growth in international tourism spending will average 6% per year over the next four years, and the total visitor spend in Australia will reach $223.3 billion in 2028: 61% above the pre-pandemic level.

Similarly, domestic tourism is expected to continue to boom, maintaining its status as the biggest segment of the Australian tourism economy. According to TRA, by 2028 there is forecast to be:

• 128.9 million domestic overnight trips (10% higher than pre-pandemic – i.e. 2019)
• 262.3 million domestic day trips (up 6% in 2019)
• $132 billion in domestic overnight trip spending (up 64% in 2019)

With both domestic and international tourism numbers steadily increasing since the end of the pandemic, the overall growth outlook is very positive over the next several years. In addition, the federal government is currently developing a long term strategy for developing the visitor economy, ‘Thrive 2030’, which can be expected to positively impact the growth and jobs market in the coming years.

According to the Australian Government Tourism Workforce Report:

• At the end of 2019, there were 757,500 tourism-filled jobs in Australia. The COVID-19 pandemic reduced this number to just 363,900 jobs in mid-2020, a decline of 52%
• After a slow 2021 rebound, in 2022, growth in tourism jobs accelerated and was significantly faster than growth in jobs across the Australian economy, and the number of filled jobs has increased by 332,600 (or 87% of 2019 levels) to June 2023
• This tourism job growth is expected to continue steadily until 2030

A steadily increasing demand for skilled professionals is expected in coming years across a  variety of tourism and secondary sectors, including: food and beverage, hospitality and accommodation, wellness, tourism management, regional tourism, marketing, and adventure and sustainable and regenerative tourism.

Tourism Management course students, graduates and other job seekers can expect a wide range of exciting employment opportunities in the tourism industry in Australia over the coming years.

For prospective students considering a career in tourism, now is the perfect time to start studying. By gaining practical experience and relevant qualifications for the local market, students can position themselves for success in the diverse Australian industry as it expands over the next five years.

Latest trends in the travel and tourism industry

Australia is witnessing several noteworthy trends in its tourism industry in 2024. Each of these trends indicates the growth of niche sectors of the tourism economy, each offering unique career prospects for tourism graduates.

1. Sustainable regenerative travel

Over the past several years there's been a rapidly growing emphasis on eco-friendly accommodations, travel options and experiences, reflecting travellers' increasing concern for the environment and demand for pristine wilderness experiences. More than 530 organisations have now signed the Glasgow Declaration for Climate Action in Tourism, committing to achieving net-zero emissions across the global sector by 2040. In Australia, many hotels and tourism operators are implementing sustainable ‘eco-tourism’ practices, such as net-zero targets, reducing plastic usage, and combining activities in nature with supporting local conservation efforts.

2. Regional tourism

Off-the-beaten-path destinations like Tasmania, the remote Northern Territory, and Western Australia's Coral Coast are gaining popularity among locals and international guests alike, as travellers seek authentic experiences away from crowded tourist spots. These regions offer unique cultural encounters and breathtaking natural wonders, providing an escape from urban life.

3. Digital transformation and long-term bleisure ‘Workations’

Technology continues to revolutionise the travel experience, with OTAs, social media and AI-powered apps providing personalised recommendations to travellers. On top of this digital evolution across the industry, the growing popularity of hybrid or digital work has led to the growth of a large sector of ‘workation’ tourism: digital workers booking long-term stays, demanding new types of facilities, products and offerings.

4. First Nations tourism

Interest in engaging with Australian First Nations and Torres Strait Islander businesses, individuals and communities is on the rise, with a corresponding growth in First Nations-led tourism business operations, cultural tours and culinary experiences (among others) showcasing Australia's rich, 60,000+ year Indigenous heritage.

5. Wellness tourism

In response to global health concerns during the pandemic, wellness retreats and accommodations are in high demand around the world. Australia’s pristine wilderness environments are proving an ideal setting for a rapidly growing wellness tourism sector: the niche Australian wellness sector currently expects a huge 20.9% increase in visitor spending growth year on year through 2025.

6. Staycations

Australians love exploring their own country. Domestic tourism remains the biggest market segment across the industry, and that’s set to continue steadily growing: 90% of Australians surveyed said they plan a local trip to a nearby destination in 2024.

Australia continues to allure travellers with its natural beauty, cultural diversity, and commitment to sustainability. By embracing these emerging trends, the Australian tourism industry remains resilient and poised for growth, promising unforgettable experiences for adventurers and explorers alike.