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Tourism Australia

This article is about the Australian Government's tourism agency. For tourism in Australia, see Tourism in Australia.

Tourism Australia
Agency overview
Formed23 June 2004 (2004-06-23)[1]
Preceding agencies
  • Australian Tourist Commission[2]
  • See Australia[3]
  • Bureau of Tourism Research[3]
  • Tourism Forecasting Council[3]
HeadquartersSydney[3]
Employees162[4]
Annual budget$161 Million (2019–20)[5]
Minister responsible
Deputy Minister responsible
Agency executive
  • Phillipa Harrison[6], managing director
Parent departmentDepartment of Foreign Affairs and Trade[7]
Key document
Websitetourism.australia.com

Tourism Australia is the Australian Government agency responsible for promoting Australian locations as business and leisure travel destinations. The agency is a corporate portfolio agency of the Department of Foreign Affairs and Trade,[3] and employs 198 staff (including 80 staff at overseas offices).[8] It works closely with the Australian Trade and Investment Commission, the Australian Government's tourism policy and program agency, and State and Territory tourism marketing organisations.

Tourism Australia's objectives are to influence and encourage international and domestic travel to Australia, foster a sustainable tourism industry, and develop economic benefits to Australia from tourism.[1] The agency contributes to the implementation of the THRIVE 2030 national Strategy (The Re-Imagined Visitor Economy) issued in March 2022 which aims to return international and domestic spend in the visitor economy to pre-pandemic levels of $166 billion by 2024 and grow it to $230 billion by 2030.[9] The agency is active in 15 markets,[10] including Australia, where it aims to grow demand for the nation's tourism experiences through international and domestic promotions, advocacy and representation.[11] The latest international campaign uses Ruby the Roo to attract visitors in the "Come and Say G'day" campaign.[12]

  1. ^ a b "Tourism Australia Act 2004". Federal Register of Legislation. 12 May 2016. Retrieved 8 May 2020.
  2. ^ "Our History". Tourism Australia. Retrieved 8 May 2020.
  3. ^ a b c d e "Tourism Australia". Australian Government Information. Retrieved 8 May 2020.
  4. ^ "Annual Report 2020-21".
  5. ^ "Tourism Australia Corporate Plan 2019 – 2023" (PDF). Tourism Australia. Retrieved 8 May 2020.
  6. ^ a b c "Our Management". Tourism Australia. Retrieved 8 May 2020.
  7. ^ "Foreign Affairs and Trade Portfolio". Australian Government Directory. Retrieved 8 May 2020.
  8. ^ https://www.tourism.australia.com/content/dam/digital/corporate/documents/ta-annual-report-fy22.pdf
  9. ^ "THRIVE 2030 strategy growing Australia's visitor economy | Austrade".
  10. ^ "Our Organisation". Tourism Australia. Retrieved 8 May 2020.
  11. ^ "Holiday Here This Year". Tourism Australia. Retrieved 8 May 2020.
  12. ^ "Come and Say G'day - Corporate - Tourism Australia". 4 September 2023.
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