When Australia’s borders closed back in March 2020, few could have predicted how long the country’s travel ban would last — but now, there are signs of hope on the horizon for the eagerly awaited return of tourism.
As part of the inaugural Australia Global Summit, held virtually on Nov. 16, Tourism Australia officials shared that the country reached a rate of 80% vaccination for its adult population this month, and is expecting to hit the 90% mark in December. These rates are key metrics for the travel industry, as the nation’s tourism reopening plans hinge on reaching certain levels of vaccination among its population.
According to the Australian Government’s National Plan to Transition Australia’s National COVID-19 Response, international travel can resume in the final phase of the plan, which the country is getting close to reaching (it is currently in the third of four stages).
Australia Border Reopening Update
In other signs of progress, Sydney welcomed returning Australian residents and citizens on its first quarantine-free flight in 19 months on Nov. 1, and quarantine-free travel from New Zealand to Australia resumed the same day. What’s more, Singaporeans will be able to visit again beginning Nov. 21.
“These are significant milestones toward kickstarting international tourism back to Australia,” said Chris Allison, acting regional general manager of the Americas for Tourism Australia. “In addition, the Australian Therapeutic Goods Administration (TGA) confirmed that those who have received mixed doses of vaccine will now be regarded as fully vaccinated, which will likely ease the next steps in the border reopening process.”
While Allison notes that no rules have yet been determined for American travelers, current entry requirements for those who are allowed to visit the country say that all travelers must be fully vaccinated; must produce a negative PCR test taken within 72 hours of departure; must take a PCR test within 24 hours of arrival; and, depending on the state through which travelers enter, they will also need to test on day five or seven of their trip (up-to-date entry rules can be found on the Australian Home Affairs website).
Across Australia, [we have] been eagerly preparing for the return of international travel by developing new experiences and adapting to a post-COVID-19 world.
During the summit, Australia Tourism shared that demand for Australia travel remains strong despite the extended border closure, with global flight searches to the nation returning, along with air capacity. Officials don’t expect travel numbers to get back to 2019 levels — at which point the country had seen 10 years of strong tourism growth — until 2024, but are continuing efforts to keep Australia top of mind for travelers.
Indigenous tourism experiences are expected to be in high demand when Australia starts welcoming travelers again.
Credit: Tourism Tropical North Queensland“Australia’s tourism industry is excited to welcome international travelers back Down Under,” Allison said. “Across Australia, [we have] been eagerly preparing for the return of international travel by developing new experiences and adapting to a post-COVID-19 world. We experienced a steady rise in international tourism year-over-year prior to the pandemic, and we anticipate that this trend should continue when Australia reopens to international tourists in the future.”
Refreshed Aussie Specialist Program, Australia 365 Virtual Hub and More Tools for Travel Advisors
Among those new developments are enhanced resources “to better serve our advisors and industry communities,” according to Allison. Specifically, Tourism Australia recently refreshed its Aussie Specialist Program to offer faster qualifying times; shorter, interactive training modules; a new module on sustainability; instructor-led sessions; greater personalization; and gamification. The Global Summit was another new addition, designed to update and connect with Aussie Specialists and global distribution partners.
“Travel agents are Australia’s trusted advocates across the globe and their success will be critical to tourism recovery,” Allison said.
Travel agents are Australia’s trusted advocates across the globe and their success will be critical to tourism recovery.
Another new tool for travel agents is the recently launched Australia 365 virtual trade hub, which allows registered buyers to connect with more than 2,000 suppliers on demand.
“The new always-on platform provides global distribution partners and Aussie Specialists the opportunity to share, train, update and connect throughout the year,” Allison said.
Anticipated 2022 Travel Trends
Regarding what advisors and clients can expect from the on-the-ground experience in Australia, there are plenty of new tourism offerings and some changes in the kinds of experiences that are expected to be in demand.
For one thing, indigenous experiences have become a much bigger focus for Tourism Australia, and are available all across the country, including in major cities (counter to a common misconception that they can only be found in more remote parts of the nation). With such experiences considered a “must” among many travelers nowadays, suppliers have created new itineraries and products to meet the growing demand for this type of cultural discovery.
Tourism industry experts in a summit panel described other emerging trends for Australia travel in 2022, as well, including immersion in a single destination, nature-focused experiences, more high-end and adventurous travel, longer itineraries with a more relaxed pace and unique/boutique accommodations.
“We anticipate continued appetite for iconic, quintessential Australian experiences like Sydney, the Great Barrier Reef, Uluru and the Aussie wildlife that can’t be found anywhere else (koalas and kangaroos, just to name a few),” Allison added. “We also anticipate increased demand for cultural and Indigenous tourism or ‘conscious travel,’ which helps guests connect to the destination and its roots on a deeper level. Food and wine experiences are also trending as travelers are eager to sample the amazing, diverse culinary offerings across Australia.”
For now, the tourism strategy expressed throughout the summit is to continue to “drive urgency,” among travelers, inspiring them to visit Australia as soon as they are able. And, as Tourism Australia officials have made clear, advisors are key to that mission and messaging.
“We would just like to say a big thank you to all of our partners and travel advisors in the U.S. for their continued support and patience over the last 18-20 months,” Allison said. “We appreciate it has been a tough time, but we are confident that the day is coming soon where we will be able to welcome Americans back to Australia.”
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Tourism Australia
