Tourism Australia has released its new 10-year strategic Tourism 2035 plan, aimed at creating future demand and competitiveness for Australia as a destination internationally and supporting the nation’s tourism sector.
The strategy aims to grow total overnight high-yield traveller spend to between $61 and $69 billion by 2035, helping to boost the economic contribution of Australia’s second-largest export sector.
Tourism Australia Managing Director, Robin Mack, said at a time when global competition has never been fiercer, Tourism 2035, had identified 10 key global factors influencing future demand for our tourism offering.
“This strategy sets an ambitious course to create and convert demand into high-value visitation to Australia by addressing factors influencing traveller choice, through harnessing technology and fostering partnerships and collaboration across the tourism sector,” Mr Mack said.
“Our vision is for Australia to be the first destination every traveller dreams of, and the one they ultimately choose. The goal is for Australia to double the expenditure generated by high-yield travellers to as much as $69 billion by 2035.”
There’s a ton of great luxury product in Australia, including the fabulous Luxury Lodges of Australia and top-rated hotels like the Park Hyatt in Sydney, with its views of the iconic Sydney Opera House, and the Ritz-Carlton in Perth. I’ve had the opportunity to stay at each of them, and they’re truly fabulous. I’ve also bedded down at Longitude 131 in Uluru, part of the Luxury Lodges group.
Here are some great things to see and do in a tremendous destination.
Indigenous Experiences
Nick Abraham from Warrang-Bridil in Perth, Australia. JIM BYERS PHOTO
I’ve had wonderful experiences with indigenous guides in Western Australia, Sydney and the Northern Territory at Uluru. In Sydney, I had a terrific tour of the historic Rocks district from a guide who told stories of how indigenous Australias lived here for thousands of years, utilizing the land and the sea and living in harmony with nature. In Perth, I underwent a cleansing smoke ceremony with local guide Nick Abraham of Warrang-Bridil and learned about indigenous history in Western Australia. In the Margaret River region of Western Australia I had a great forest tour to learn about native plants and how they were used by aboriginal peoples, as well as a fine musical performance. In the Northern Territory, an aboriginal guide explained the importance of Uluru (once known as Ayers Rock) to indigenous peoples and told us fascinating stories of ancient times.
Explore Perth
A quokka on Rottnest Island, Western Australia. Tourism Australia Photo
This is a terrific city I really enjoy. There are tons of great restaurants and shops, and several excellent museums, including The Art Gallery of Western Australia and WA Museum Boola Bardip. Fremantle has lovely, colonial-era architecture that reminds me of New Orleans. Henry Street might be the hippest street in all of Australia, with remarkable bookstores, galleries and cafes. One of the top sights in the area is Rottnest Island, which has gorgeous beaches and lovely cafes, as well as bike rental shops. The island is home to thousands of adorable, smiling (well, they LOOK like they’re smiling) marsupials called quokkas. The Ritz-Carlton is a fabulous hotel on bustling Elizabeth Quay. The luxuriously-appointed rooms feature curved, floor-ceiling windows that offer terrific water and city views, as well as super-sized bathrooms. The Melbourne Hotel is a stylish, modern spot in the heart of the city. The DoubleTree by Hilton Perth Waterfront has a lovely rooftop patio overlooking the Swan River.
Wine Touring and Tasting
Windows Estate winery, Margaret River, Western Australia. Tourism Australia Photo.
I love the wines of Victoria, including marvellous sparkling wine from Chandon Australia. I had several excellent tastings in the Margaret River region on my last two visits, including fabulous chardonnay and sensational Cabernet Sauvignon at Leeuwin Estate. Another terrific spot is Fraser Gallop Estate, a small, intimate place near Wilyabrup. Swings and Roundabouts is a fun, family friendly winery that makes a very good rose and makes a fine pizza. Vasse Felix was the first winery in the Margaret River region, and it remains one of the best. Windows Estate serves up terrific Semillon in a lovely setting. My wife and I tasted some lovely whites and Pinot Noir while we were in Tasmania a couple years ago. It’s a cool climate, so the chardonnay is more crisp than soft and fruity like many California chardonnay. Sadly, I haven’t had a chance to visit the world-renowned Barossa Valley in South Australia.
Tremendous Nature
Lord Howe Island, New South Wales, Australia. JIM BYERS PHOTO
One of my fave natural areas to explore are Kalbarri National Park in Western Australia, which has both outback-like scenery and tremendous coastal views. About seven hours by car north of Perth, there are tremendous, red and orange rock canyons in the inland region, and then deep blue ocean water crashing into high cliffs in the oceanfront section. It’s truly fantastic. One of the best places I’ve visited anywhere on earth is Lord Howe Island, a tiny dot of land off the east coast of Australia. Part of New South Wales, it’s a remote bit of heaven, with tremendous, South-Pacific like scenery, beautiful water for swimming or snorkelling, and much more. There are only a few hundred people living on the island, and only a few hundred visitors allowed at a time. The island boasts several mom and pop hotels and also the stellar Capella Lodge. Another great spot is Lady Elliot island in Queensland, where you can snorkel in beautiful, crystal-clear waters of the Great Barrier Reef. In the Northern Territory, Uluru is a can’t miss destination. I also love the rock formations at Kata-Tjuta and Kings Canyon, which offers excellent hiking.
