Australia’s tourism industry experienced strong international growth in 2024, with inbound aviation capacity and visitor numbers rebounding thanks to the introduction of new and resumed routes, according to Trent Banfield, international operations and aviation development manager at Tourism Australia.
“The mix of markets for Australia is somewhat different to what it was five years ago, as we’ve seen quite a few new air services and routes emerging, ultimately giving travelers more options in how they get to our country,” he told Routes at Routes Asia 2025 in Perth, Australia.
Some of the changes include more direct services from India and South Korea, as well as more direct flights from European ports, including routes from Rome and Paris to Perth. New carriers like Turkish Airlines have also entered the market with one-stop services to Melbourne and Sydney.
Looking ahead, Banfield noted that scheduled inbound seat capacity to Australia is forecast to grow 8% year-over-year in April 2025, with U.S. carriers leading much of that expansion. The U.S. became Australia’s third-largest international market in 2024, delivering 711,000 short-term visitors.
However, Banfield highlighted the challenge of seasonal capacity, with airlines reducing trans-Pacific frequencies between April and October due to aircraft shortages and competing demand on U.S.-Europe transatlantic routes. “We would like to see these peak capacity levels sustained year-round on Australia routes,” he added.
Banfield said that Tourism Australia continues to target key source markets, particularly in the U.S., India and Europe, while working with airlines to ensure consistent schedules. He added that marketing initiatives remain central to stimulating inbound demand, with the global "Come Say G’day" campaign driving growth alongside more than 200 commercial partnerships.
A standout effort included a tailored marketing push in India during the 2024-25 Gavaskar Trophy cricket series, generating over 100 million campaign views and leveraging social media influencers to further amplify Australia’s brand. “We’re now working on the next chapter of our global campaign, which will launch in the second half this year,” Banfield said.
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