When Tourism Australia wanted to capture the world’s attention, they called in the big guns: Chris Hemsworth, Margot Robbie, Kylie Minogue… But the real story of Australia’s tourism? It’s happening off-screen, led by people like you: the tourism industry professionals who turn Australia’s landscapes, towns, and coastlines into experiences worth travelling across the world.
Tourism Australia’s latest ‘We are the Australian tourism industry’ campaign shifts the spotlight to the people making tourism a $220 billion economic powerhouse. These are the people who stayed the course through border closures, staffing shortages, and endless uncertainty, rebuilding and reimagining Australia’s tourism future in real-time.
Real stories, real impact
Tourism Australia’s campaign makes clear that if there’s a hero in Australia’s tourism story, it’s the small business owner, the tour guide, the hoteliers, and countless others working tirelessly to create experiences that keep people coming back. Every ticket sold, every bed booked, every meal served fuels a chain reaction across Australia’s economy.
“We know that a thriving tourism industry is crucial to our economic prosperity,” Minister for Trade and Tourism Don Farrell said.
“It is a major export earner and employer, creating jobs and opportunities across Australia.”
Together in Travel
For travel professionals, this campaign is a call to action for the industry itself. Every travel business is part of this interconnected ecosystem, and when one part succeeds, everyone benefits. The message is simple: tourism is an economic multiplier, reaching far beyond the classic hotspots and spreading wealth into every corner of the country.
When international visitors come, they’re not just stopping by the Opera House or the Great Barrier Reef. They’re filling hotel rooms in smaller towns, dining at family-owned restaurants, and boosting local economies where it matters most.
Farrell pointed out that a strong tourism industry is crucial for Australia’s local economies.
“International travellers are returning to our shores in growing numbers, and that will help to support tourism and travel businesses to continue to grow,” he said.
“We know that a strong tourism industry means strong local economies.”
For those in the travel industry, this means a bright future. Every visitor brings opportunity, and every experience shared is a chance to build momentum.
The “halo effect” of tourism and why it’s bigger than we think
Tourism doesn’t just touch the people directly in the industry; it ripples out to local suppliers, farmers and so many others.
According to Tourism Australia’s Managing Director Phillipa Harrison, “We are on our way to returning to a path of sustainable growth, and it is important we do, not only for tourism, but for the halo effect the industry has on so many other local businesses, from food growers and producers to hospitality and cleaners.”
Why this campaign matters
For the Australian tourism industry and the travel industry in general, this campaign is a reminder that travel is more than a transaction. It’s a collective effort that depends on partnerships, resilience, and a shared goal of creating something extraordinary for every visitor. And for the everyday heroes of tourism, this recognition is long overdue.
So every time a visitor books a stay, orders a coffee, or takes a tour, they’re creating demand that supports small businesses and local suppliers. It’s an entire ecosystem built on the resilience and dedication of people who work day in and day out to deliver something unforgettable. And when tourism grows, all these other sectors grow with it.
So, here’s to the real faces of Australian tourism – the ones who bring it all to life. Because when one of us succeeds, we all succeed. Together in Travel.
