Rebuilding connections, reclaiming opportunity
Federal Election: Now is the time for all parties to put tourism on the agenda and commit to policies that back this industry and the people behind it.
Last month, I had the opportunity to travel to China with over 20 of our leading Inbound Tour Operators (ITOs) for a dynamic week of meetings, networking and reconnection.
While ATEC is known for giving our members access to the world through business-to-business programmes here at home, this time we flipped the model—taking our members directly to market. Across Shanghai, Beijing and Guangzhou, we reconnected with Chinese travel distributors who we saw are ready to do business again.
First published in the new Autumn print edition of AccomNews HERE
And the energy in those rooms was powerful. There was genuine enthusiasm from Chinese agents to get Australian product back into their programs. Conversations were lively, positive and constructive and for many of our members, it was the most promising signal they’ve had in years—and a reminder of just how valuable this market still is.
There’s no question that confidence is returning to China’s outbound travel sector, but Australia has work to do. We’re not the cheapest destination on offer, and we’ve lost market share to more affordable competitors. However, we still sit high on the bucket list for many Chinese travellers and what we need now is sustained engagement to convert that intention into bookings.
That’s why initiatives like the Reviving International Tourism Grant (RITG) have been so important. They’ve helped ITOs take crucial first steps back into key markets like China. But short-term support isn’t enough as rebuilding international distribution networks takes time, investment and a strategic, long-term view.
And this is where we need government to lean in.
While this year’s Federal Budget offered welcome stability in the form of continued funding for Tourism Australia, it was light on broader tourism initiatives. Beyond targeted support for regional aviation, there was little that directly addressed the critical challenges facing our industry like skills shortages and the urgent need to reconnect with overseas buyers.
Tourism now contributes over $78 billion to Australia’s GDP and supports nearly 700,000 jobs. It’s a national asset—and one of our leading export sectors. But if we’re to realise the ambitions laid out in the government’s THRIVE 2030 strategy, including reaching $230 billion in visitor spend by the end of the decade, we need both ambition and alignment.
At ATEC, we’ve outlined a clear and practical platform for growth—built around five key pillars:
- Driving demand—through continued investment in Tourism Australia and support for market-specific initiatives.
- Strengthening air access—including partnerships and regional infrastructure that improve affordability and connectivity.
- Addressing labour and skills shortages—by expanding training and targeted immigration pathways.
- Rebuilding distribution—to help businesses reconnect with buyers and revitalise channels like the Approved Destination Scheme.
- Lifting industry capability—through programmes like ATEC’s Host training and our proposed Digital Uplift initiative.
These aren’t abstract policy asks—they’re what our members on the ground are telling us they need.
We’ve seen first-hand the power of getting back in market. We’ve seen the appetite from distributors, and we’ve seen the resilience of the businesses who, despite everything, are still here, still innovating, still investing, still welcoming the world.
Tourism is recovering, but without strategic support, we risk missing the full opportunity. With a federal election on the horizon, now is the time for all parties to put tourism on the agenda and commit to policies that back this industry and the people behind it.
Peter Shelley, Managing Director at Australian Tourism Export Council (ATEC)