Samantha Palmer, the General Manager of Visitor Economy and Client Programs at Austrade, discusses the revitalization of Australia’s visitor economy post-COVID. She explains how Australians rediscovered their own country during the pandemic, and now the borders are reopened, welcoming back international students, visiting friends and relatives, and business travelers. Samantha emphasizes the importance of the “visitor economy” term, which encompasses a broader range of short-term traveler segments beyond just holiday visitors, and how Austrade is focused on a Thrive Strategy to reimagine and grow this vital part of the Australian economy.

The speakers discuss the importance of Australia’s visitor economy, which includes international travelers, domestic tourism, and employment-related travel. They note that domestic tourism still accounts for the majority of visitor spending, but international travelers tend to stay longer and spend more per night. The speakers highlight the impact of COVID-19 on the visitor economy, with international travel yet to fully rebound, and discuss strategies to encourage more international visitors to explore and stay longer in Australia, including better collaboration within the industry.

Sam discusses how collaboration and modernization have been key priorities for Austrade, the Australian government’s trade and investment promotion agency. They have developed a sustainability framework to align industry goals, and are working to help businesses adapt to the rise of AI and digital trends. Importantly, Austrade is focused on diversifying Australia’s tourism markets, with a particular emphasis on Asia and Southeast Asia, like the strong recovery seen from Vietnam.

To support this, they are rethinking how they use tourism research and data, exploring the use of mobile data to gain more accurate insights on traveler behavior and patterns. Australia’s tourism agency is implementing a strategic approach to modernize its research and data collection methods, drawing insights from industry experts, academia, and international data sources. This multifaceted approach aims to gain a more comprehensive understanding of the tourism market and emerging trends, allowing the agency to make informed decisions to support the industry’s growth.

Additionally, the agency is diversifying its international visitor strategy, focusing on markets closer to Australia to address sustainability challenges and support the region, recognizing the need to reduce reliance on long-haul travel and contribute to global commitments, such as achieving net-zero emissions by 2050. The speakers discuss the growth of the consumer and middle classes across the Asia-Pacific region, particularly in countries like Vietnam, Thailand, Indonesia, and others. They highlight the increasing diversity of international students coming to study in Australia, beyond the traditional markets.

The speakers also note the challenges around localized payment systems and seasonality in attracting high-yield tourists to Australia. To address this, they emphasize the importance of promoting unique Australian experiences, such as Indigenous tourism, to differentiate the country’s offerings. Sam discusses the incredible diversity of Indigenous cultures across Australia, with hundreds of distinct First Nations groups, each with their own unique traditions and stories.

He highlights the growing appeal of these cultural experiences for international visitors, and the importance of sustainability and authenticity in Indigenous tourism. Sam also shares insights from his recent APEC Summit presentation, emphasizing the need to build First Nations businesses, engage communities respectfully, and create the right conditions for economic benefit and cultural sharing. Looking ahead, Sam is excited about the next phase of Australia’s tourism strategy, focusing on building a resilient and sustainable visitor economy beyond the pandemic recovery.

The speakers discuss the tourism industry’s recovery in Australia, highlighting the “Thrive” industry-led, government-enabled strategy that aims to support sustainable and resilient growth. They share plans for the next phase of consolidation in 2025, emphasizing collaboration with industry operators and governments. The speakers also mention exciting new tourism developments, such as the Wangetti Trail, and a focus on value over volume, as the industry adjusts to the post-pandemic landscape with optimism and evolution.

In this episode of the High Yield Tourism Podcast, Gary and guest Sam discuss the growing excitement around the future of mountain biking tourism in Australia. Sam recently attended a symposium in Marimbula, New South Wales, where councils, park rangers, experts, and other professionals gathered to explore ways to develop world-class mountain bike attractions that can support local communities. The conversation highlights the importance of embracing change and maintaining a growth mindset in the tourism industry.

Both Gary and Sam express enthusiasm about the positive economic and social outcomes that can be achieved through strategic tourism development.