Tourism Australia

What Tourism Australia does

Tourism Australia is an Australian Government statutory authority established in 2004 under the Tourism Australia Act 2004 (Cth), operating as the nation's official international tourism marketing organisation. It is headquartered in Sydney with approximately 220 employees split between the head office and 11 regional offices spanning Oceania, Asia, Europe, and North America. The organisation is funded by federal government appropriations and reports to the Minister for Trade and Tourism, with no private shareholders or external investors.

Its core operating model is a partnership-marketing framework: Tourism Australia coordinates with over 200 industry partners annually—including 8 strategic airlines (Qantas, Singapore Airlines, Air New Zealand, China Southern, China Eastern, Air China, Virgin Australia, Etihad) and more than 160 Key Distribution Partners—across 15 priority markets that historically deliver 80% of inbound visitors. Product and platform infrastructure includes the consumer-facing australia.com and businessevents.australia.com portals, the Aussie Specialist Program training and certification platform for travel sellers, the Signature Experiences of Australia portfolio of 700+ premium experiences, and the Discover Aboriginal Experiences collective of 185+ Indigenous offerings. Research capabilities include the Consumer Demand Project, International Visitor Survey insights, and the 2024 Future of Distribution study conducted with Deloitte.

Revenue is non-commercial: Tourism Australia does not sell to end consumers, and marketing services are delivered to industry partners free of direct charge. Funding flows from annual Commonwealth appropriations supplemented by partner co-investment in cooperative marketing campaigns. GTM channels span consumer campaigns (the 'Come and Say G'day' global brand), industry trade programs (Australian Tourism Exchange, Corroboree, Dreamtime), the weekly Essentials newsletter reaching 8,000+ stakeholders, and AI-focused monthly webinars covering digital transformation, sustainability, and Indigenous tourism topics.

Name

Tourism Australia

Legal name

Tourism Australia

Website

https://tourism.australia.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Tourism Australia is an Australian Government statutory authority that markets Australia as an international leisure and business events destination, coordinating campaigns across 15 priority markets with 200+ industry and airline partners.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

International Affairs (9721), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI), Sustainability Training, Consulting & ESG Advisory (Operational Playbooks, Staff Training) (THAAANAL), Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting) (THAAANAN)

Keywords

• Destination marketing
• Tourism promotion
• Travel industry partnerships
• Business events marketing
• International tourism

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government funding: Tourism Australia is an Australian Government agency funded by the federal government to attract international visitors to Australia for leisure and business events. The organisation operates as a statutory authority under the Tourism Australia Act 2004, with its primary mission being to influence people to travel to and throughout Australia, increase economic benefits from tourism, and foster a sustainable tourism industry.
2. Partnership contributions: Industry contributions from partners including matched investment arrangements with strategic airline partners and cooperative marketing funding from Key Distribution Partners. Partners contribute funding for joint marketing activities in exchange for promotional reach and access to Tourism Australia's international marketing network.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Tourism Australia is the Australian Government statutory authority responsible for marketing Australia as an international travel destination for leisure and business events. It delivers destination marketing campaigns, operates consumer websites, coordinates industry partnerships with 200+ tourism businesses and 8 strategic airlines, and provides research, training (Aussie Specialist Program), and trade programs across 15 priority markets. The agency's core mission is to influence international demand for Australian tourism and foster a sustainable visitor economy, funded primarily through government appropriations and partner contributions.

Product overview

Tourism Australia operates a multi-platform portfolio serving both consumer and B2B audiences. The core consumer platform is Australia.com, complemented by BusinessEventsAustralia.com for the MICE segment. Supporting infrastructure includes the Aussie Specialist Program training platform for travel trade professionals, the Signature Experiences of Australia and Discover Aboriginal Experiences collections for premium product promotion, and the Industry Webinar Series for stakeholder engagement. The organization also provides research services (Future of Distribution), downloadable resources (Australia Maps), and talent development programs (Maggie White Students and Graduates Program), all unified under the global 'Come and Say G'day' marketing campaign umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• Discover Aboriginal Experiences: A collective of over 185 quality and authentic Aboriginal guided tourism offerings, part of Tourism Australia's Signature Experiences of Australia Program.
• Aussie Specialist Program
• Business Events Australia
• Maggie White Students and Graduates Program

Products and services

• Australia.com

Quantifiable outcome

• 80% of international visitors to Australia come from 15 priority markets
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• China Media Group (CMG)coreStrategic or Co-development Partner · 15 July 2025Strategic Cooperation Agreement signed on 15 July 2025 to promote Australian destinations and tourism experiences to Chinese travellers
• Virgin AustraliacoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• Qantas AirwayscoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• Singapore AirlinescoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• Air New ZealandcoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• China Southern AirlinescoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• China EasterncoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• Air ChinacoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• Etihad AirwayscoreStrategic or Co-development PartnerOne of eight airlines with long-term strategic marketing agreement with Tourism Australia, outlining cooperation and matched investment in key international markets
• State and Territory Tourism OrganisationscoreStrategic or Co-development PartnerPartnership with all Australian state and territory tourism bodies on marketing campaigns in international markets, trade familiarisation visits, International Media Hosting Program, and key trade events such as Australian Tourism Exchange, Corroboree and Dreamtime
• Key Distribution PartnerscoreChannel Partner/ Reseller/ DistributorMore than 160 travel companies including wholesalers, retailers and online travel agencies selected based on market strategy fit, shared target customer profile, shared funding of marketing activity, and commitment to Aussie Specialist Program training
• SOTC TravelcoreGTM or Marketing PartnerCo-hosted MICE-focused promotional event in Mumbai positioning Australia as a premier long-haul destination for Indian corporate incentive travel, showcasing bespoke luxury experiences including adventure activities, culinary events, and corporate gatherings
• Business Events SydneycoreGTM or Marketing PartnerSupporting partnership for MICE events promoting Australia as a business events destination for Indian corporate incentive travel
• QantascoreGTM or Marketing PartnerFirst Explorer fare sale in India collaborating with Tourism Australia to promote travel from India to Australia, offering over two million discounted fares to 45+ destinations across Australia
• Sony, Samsung, Quiksilver, banking partnersminorGTM or Marketing PartnerNon-travel industry brands partnered with for market-specific campaign activity
• Australian airports and aviation partnerscoreStrategic or Co-development PartnerAviation development partnerships with Australia's key international airports and State Tourism Organisations to build demand for existing flights and new routes through cooperative marketing

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tourism New Zealand: National DMO of New Zealand operating a similar partnership marketing model across priority source markets to drive international arrivals; directly comparable in mission, structure and partner-led GTM.
• Japan National Tourism Organization (JNTO): Japan's national tourism promotion body running destination marketing campaigns and trade programs to attract international visitors; competes head-to-head with Tourism Australia in several Asian and Western source markets.
• VisitBritain: UK national tourism agency with comparable remit of marketing Britain to international leisure and business events visitors, including partnership programs with airlines and trade distributors.
• Brand USA: USA's national destination marketing organisation running global consumer campaigns and trade programs; directly comparable in mission, scale and partnership-driven GTM.
• Destination Canada: Canadian national tourism agency with research-led, partnership-marketing approach focused on priority international markets, structurally aligned with Tourism Australia's model.
• Singapore Tourism Board (STB): Singapore's statutory board for tourism development, running integrated destination marketing, MICE bidding and industry partnership programs that compete with Tourism Australia in Asian and Western source markets.
• Korea Tourism Organization (KTO): South Korea's national tourism organisation running consumer campaigns, trade familiarisations and partnership marketing; directly overlaps Tourism Australia in the 15 priority markets.
• Tourism Malaysia: Malaysian national tourism promotion body with similar mandate of driving international arrivals through campaigns, trade programs and industry partnerships in shared Asia-Pacific source markets.
• Hong Kong Tourism Board: Statutory body promoting Hong Kong as a destination, overlapping Tourism Australia in source markets across Asia, North America and Europe for leisure and MICE segments.

Broad incumbents

• Visit California: Large US state-level DMO with a partnership-marketing model and consumer campaigns aimed at driving international and domestic travel; a benchmark for scale and trade program design even though it is a sub-national peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/australia
• LinkedInlinkedin.com/company/166476
• Xx.com/TourismAus

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Australia