ATEC urges action to convert tourism recovery into growth  

The Australian Tourism Export Council (ATEC) is calling for targeted Federal Government action to strengthen aviation access, invest in marketing, rebuild inbound distribution capability and improve visa efficiency, warning that Australia’s tourism export recovery remains vulnerable without coordinated policy and investment.  

ATEC’s Pre-Budget Submission is seeking targeted investment to sustain Tourism Australia’s international marketing effort, rebuild inbound distribution capability to support trade conversion, and lift industry competitiveness through focused capability and digital uplift initiatives.   

ATEC Managing Director Peter Shelley said the challenge facing the sector is converting awareness into commitment to travel. 

The latest print edition of AccomNews is out now. Read it HERE

“Australia remains a desired ‘bucket list’ travel destination for many markets, but interest in the destination alone does not deliver jobs, regional dispersal or export income,” Mr Shelley said.   

“To secure long-term growth, we need the right settings in place to convert awareness into visitation and economic return.”  

Related AccomNews article: ATEC Summer Pulse Check shows inbound tourism stabilising

ATEC is calling for stronger alignment between aviation and tourism policy to address capacity and affordability constraints that continue to limit access to long-haul and regional markets. The organisation also highlights the need for renewed investment in destination marketing to drive demand, and inbound distribution networks which play a critical role in converting demand into bookings, particularly for small, regional and Indigenous tourism businesses. 

ATEC is also urging further reform to the visitor visa system to reduce friction, improve traveller confidence and maximise the return on Australia’s international marketing investment.   

Related AccomNews article: Game, set and match – sports tourism aces Australian hotel occupancies

“Visa efficiency is one of the most powerful drivers of conversion in competitive long-haul markets, and improvements to visa applications and processing, which provide a more ‘welcoming’ traveller experience, can directly strengthen our competitiveness without compromising system integrity.  

“The opportunity for the Federal Government is to actively manage risk and shape outcomes, with coordinated action across aviation, marketing, visas, market engagement and industry capability enabling tourism to move from stabilisation to sustained growth and continue delivering value for the Australian economy,” Mr Shelley said.  

• ATEC’s full Pre-Budget Submission 2026/27 is available here.