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Tourism in Australia Industry Data and Analysis
The Tourism industry has mounted a strong and steady recovery, shifting from pandemic-era lows to renewed growth and resilience. International visitor arrivals have returned to pre-pandemic levels, supported by a wave of major global events that have delivered intermittent boosts to accommodation, transport and attractions. From the trough in 2020-21, industry revenue has rebounded at an annualised 15.3% over the five years to 2025-26, reaching $213.1 billion, a reflection of the industry's importance to the economy.
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What's included in this industry analysis
IBISWorld's research coverage on the Tourism industry in Australia includes market sizing, forecasting, data and analysis from 2016-2031. The most recent publication was released January 2026.
About this industry
What's this industry report about?
The Tourism industry in Australia operates under the ANZSIC industry code X0003. Industry firms provide services to international and domestic visitors on trips shorter than one year. Visitors include those travelling for work-related purposes, like conferences and for leisure and personal reasons, like visiting friends and relatives. Related terms covered in the Tourism industry in Australia include fleet, inbound tourism, codesharing, total transaction value (ttv) and occupancy rates.
What's included in this industry?
Products and services covered in Tourism industry in Australia include Retailing, Transport and Takeaway and restaurant meals.
What companies are included in this industry?
Companies covered in the Tourism industry in Australia include Qantas, Virgin Australia Holdings and Crown Resorts.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Tourism industry in Australia.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Tourism industry in Australia.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Tourism industry in Australia.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Tourism industry in Australia. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Tourism industry in Australia. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Tourism industry in Australia. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Tourism industry in Australia. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Tourism industry in Australia.
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Frequently Asked Questions
What is the market size of the Tourism industry in Australia in 2026?
The market size of the Tourism industry in Australia is $213.2bn in 2026.
How many businesses are there in the Tourism industry in Australia in 2026?
There are 101k businesses in the Tourism industry in Australia, which has grown at a CAGR of 9.8 % between 2021 and 2026.
How may import tariffs affect the Tourism industry in Australia?
The Tourism industry in Australia is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Tourism industry in Australia?
The Tourism industry in Australia is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Tourism industry in Australia grown or declined over the past 5 years?
The market size of the Tourism industry in Australia has been growing at a CAGR of 15.3 % between 2021 and 2026.
What is the forecast growth of the Tourism industry in Australia over the next 5 years?
Over the next five years, the Tourism industry in Australia is expected to grow.
What are the biggest companies in the Tourism industry in Australia?
The biggest companies operating in the Tourism industry in Australia are Qantas, Virgin Australia Holdings and Crown Resorts
What does the Tourism industry in Australia include?
Takeaway and restaurant meals and Accommodation are part of the Tourism industry in Australia.
Which companies have the highest market share in the Tourism industry in Australia?
The company holding the most market share in the Tourism industry in Australia is Qantas.
How competitive is the Tourism industry in Australia?
The level of competition is high and steady in the Tourism industry in Australia.
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