The Australian Tourism Export Council (ATEC) has expressed its support for the Federal Government’s ongoing commitment to Tourism Australia, with sustained funding confirmed in the recent Federal Budget. As one of the country’s most valuable export assets, Tourism Australia plays a pivotal role in marketing Australia to international audiences and driving demand from overseas visitors.
ATEC Managing Director Peter Shelley stated that securing consistent funding for Tourism Australia is essential for promoting the country as a premier destination, which is vital for both the recovery and long-term growth of the tourism industry.
“Securing consistent funding for Tourism Australia is essential for effectively promoting destination Australia, which is crucial for the industry’s recovery and long-term growth,” Mr Shelley said. “As the industry rebuilds in a changed global environment, businesses are adapting to more diverse markets and travellers. This requires not only strong marketing but targeted support to compete and grow.”
While Mr Shelley welcomed the Budget’s support for Rex Airlines, recognising the importance of regional aviation in supporting Australia’s tourism industry, he also noted that the Budget provided limited support for broader tourism initiatives and business recovery.
“As one of Australia’s leading export sectors, tourism needs targeted investment to rebuild international distribution networks, strengthen aviation access, and address persistent workforce shortages,” he added. “With an election on the horizon, we urge all political parties to prioritise policies that support Australia’s export tourism industry and the thousands of businesses and jobs it sustains.”
As the nation moves towards the upcoming Federal Election, ATEC continues to advocate for strategic investments that will ensure the tourism sector’s full recovery and its contribution to the nation’s economic success.
ATEC’s 2025 Policy Pillars, which outline key areas of focus for the tourism industry, include:
- Driving Demand: Sustaining and expanding funding for Tourism Australia to stimulate demand in new and emerging markets.
- Strengthening Air Access: Investing in regional aviation infrastructure and airline partnerships to enhance accessibility and affordability.
- Addressing Labour & Skills Shortages: Expanding workforce training, creating targeted visa pathways, and offering incentives to attract skilled workers.
- Building Distribution: Reconnecting buyers and sellers, revitalising the industry’s connection to the Approved Destination Scheme (ADS).
- Increasing Industry Capability & Competitiveness: Supporting ATEC’s market-specific Host training programs and launching a Digital Uplift Program to foster innovation.
- Improving Australia’s Tourism Visa System: Establishing a dedicated visa inquiry lane and ensuring faster, more efficient visa processing.
Mr Shelley concluded by emphasising the need for political parties to shift their focus to tourism in the lead-up to the election: “This Budget is clearly focused on cost-of-living relief and voter priorities, but as we move toward a Federal Election, both major parties have the opportunity to turn their attention to one of Australia’s top-performing export sectors. Through well-targeted policy commitments, they can directly support the growth of our international tourism industry, delivering greater success for the Australian economy.”
