More than 800 industry and media this week attended Destination Australia 2025 to learn more about the evolution and growth of the visitor economy.

The annual Tourism Australia conference was held at the International Convention Centre Sydney (ICC Sydney) on 19 March, with the theme of ‘We are the Australian tourism industry’.

The founder-owner and managing director of Dreamtime Southern X, Aunty Margret Campbell, gave the Welcome to Country at the event.

Speakers across the day highlighted the importance of the visitor economy, which is expected to be worth $220 billion before the end of the decade.

Minister for Trade and Tourism Don Farrell joined MC Karl Stefanovic for a conversation about the Australian Government’s focus on driving economic growth.

Tourism Australia Managing Director Phillipa Harrison explored six macro trends impacting Australia to 2035, including:

  • The run to yield: competition increasing at the value, not the volume end of the visitor economy
  • The Asian century continues: while high volume markets remain, such as China, United States, United Kingdom and New Zealand, Asian markets such as Vietnam are growing quickly
  • Experiences are everything: breadth of experiences and journeys are driving destination choice
  • Major events runway: Australia has a wealth of upcoming events driving visitation
  • Paths to purchase: travellers are increasingly mixing and matching how they book and with who
  • Travel for good: rising demand for experiences that do good, not just feel good.

Ms Harrison also announced Tourism Australia was appointing a Vietnam-focused business development manager to leverage rising visitation and spending.

Sky News Business Editor Ross Greenwood discussed what lies ahead for Australia from a domestic and international point of view. He also noted that a falling Australian dollar may benefit the visitor economy by making Australia a more attractive destination for international travellers, while also encouraging more domestic visitors to explore their own backyards.

A panel discussion saw industry CEOs Melissa Brown (Australian Business Events Association), Sara Quon (Sovereign Hill Museums Association), Cory Hagopian (Virtuoso), Geoffrey York (Crystalbrook Collection Hotels & Resorts) share their views on the industry outlook, priorities and trends for 2025.

Agritourism was highlighted as an emerging opportunity for the visitor economy, with a growing interest from international travellers. Attendees heard from a panel of experts including Sydney Oyster Farm founder Sheridan Beaumont, Kiff & Culture Director Marketing & Experiences Alex Baker, Curringa Farm owner Tim Parsons and Dale Tilbrook Experiences owner Dale Tilbrook on what lies ahead and how industry can lean into this sector.

The Lumery founder Rajan Kumar provided practical guidance on the steps businesses can start taking to equip themselves with the skills, knowledge and know-how to use AI to their advantage.

The program concluded with Australian actor, producer and director Rachel Griffiths AM discussing her recent projects, the importance of screen tourism and her love of Australia.

Ms Griffiths recently voiced a new broadcast series called Experience Australia, which was previewed at Destination Australia 2025.

Visitor experiences around Australia have been captured for the series through the National Experience Content Initiative (NECI) and will be broadcast in key markets around the world to promote Australia as a travel destination.

Season one features 68 visitor economy operators across all eight states and territories, showcasing everything from Aboriginal tourism to wildlife sanctuaries, mountain and sailing experiences.