Beyond Beaches and Wildlife: Australia to Revamp Tourism Strategy with Gastronomy and Indigenous Culture

"Tourism 2035" Unveiled: Focus on Overnight Stays and Regional Visits
Korean Visitor Numbers Reach 407,600 in the Past Year, Up 9.1% from Previous Year

Australia plans to double the spending by high-value tourists who stay overnight over the next ten years. Rather than simply increasing the number of visitors, the country aims to boost overnight stays, visits to regional areas, and local spending, with a target of AUD 69 billion (approximately KRW 70 trillion) in tourist expenditure by 2035.

A panoramic view of Gantheaume Point in Broome, Western Australia. Australia is aiming to attract high-value tourists by enhancing natural scenery, local experiences, and luxury tourism through the "Tourism 2035" initiative. Courtesy of Tourism Australia

On August 24, Tourism Australia announced its ten-year global tourism strategy, "Tourism 2035." The plan aims to increase total travel expenditure by high-value overnight travelers from the current approximately AUD 33 billion (about KRW 34 trillion) to between AUD 61 billion and AUD 69 billion (roughly KRW 62 trillion to KRW 70 trillion) by 2035.

Tourism Australia identified several changes that could affect the future tourism market: intensified competition to attract high-value travelers, the growth of the Asian travel market, diversification of travel experiences, changes in air access and travel costs, shifts in travel information searches and booking paths due to the spread of generative AI, increased uncertainty due to climate and geopolitical issues, and a growing preference for nature-oriented travel.

In response, over the first three years, the agency will focus on four key initiatives: marketing campaigns targeting both consumers and AI algorithms, promoting Australia's diverse travel experiences, generating tourism demand through international events, and strengthening the value of luxury travel. In particular, as generative AI and search algorithms play an increasingly important role in the search and selection of travel destinations, the agency will ramp up digital marketing so that not only people but also AI algorithms recommend Australia as a top travel destination.

The tourism content offerings will also expand beyond the traditional focus on beaches and wildlife. The agency plans to actively promote local experiences such as food and wine, Australian Indigenous culture, and regional tourism, as well as suggest transportation routes such as air, car, rail, and cruise, to increase the length of stay and visits to regional areas.

The 2032 Brisbane Olympic and Paralympic Games will also be used as an opportunity to expand the tourism market. National-level marketing will be conducted to spread global attention from the host city to other states and territories. Reflecting current travel trends that prioritize connection with nature, rare experiences, and cultural depth, the agency also plans to establish a unique Australian luxury tourism image that combines natural landscapes, wildlife, Indigenous culture, gastronomy, and the outback.

The Korean market has also shown steady growth. In the year leading up to June 2026, 407,600 Koreans visited Australia—a 9.1% increase compared to the previous year. Korea ranks as Australia’s eighth-largest inbound market by visitor numbers. However, in June alone, the number of Korean visitors was 20,400—12.4% less than the same month last year.

Robin Mack, Managing Director of Tourism Australia, stated, '"Tourism 2035" is a strategy to respond to the changes that influence traveler choices and to proactively utilize technology to convert demand for travel to Australia into high-value visits. Our vision is for Australia to become the first and ultimate dream destination for travelers worldwide.'

This content was produced with the assistance of AI translation services.