The rise of nature-based tourism in Australia

Demand for nature-based tourism experiences has grown. Visitors are choosing to connect more with Australia’s many unique natural and cultural assets. 

From 2014 to 2023, nature-based activities among Australians has seen an overall growth of 47% in demand. Some activities grew by almost 85%, and around 50% more people are enjoying Australia’s stunning great outdoors (Source: Tourism Research Australia, TRA).

Higher demand for nature-based tourism activities

TRA’s National Visitor Survey revealed growth in demand for the following activities since 2014:

• Visiting botanic or public gardens saw an incredible 85% growth.
• Bushwalking and rainforest walks grew significantly in popularity by 81%.
• Visiting national or state parks grew by 73%, highlighting the importance of these protected areas.
• Caravanning or camping saw 40% growth.
• Cycling grew by 53%.
• Visiting wildlife parks, zoos, and aquariums saw 46% growth, highlighting a love for our native animals.
• Going to the beach is still a favourite pastime, growing by 44%.
• Golfing grew by 44%.
• Snorkelling grew by 38%, capitalising on our world-class reefs.
• Whale or dolphin watching saw a 26% increase.
• Visiting farms increased by 12%.
• Surfing had 9% growth.
• Fishing grew by 8%

What does this mean for tourism businesses?

Now is the perfect time for tourism businesses to embrace nature-based activities and make the most of this growing trend.

Enhancing products, experiences and visitor infrastructure are THRIVE 2030 priorities, with national parks and World Heritage Listed areas a key focus.

Tourism businesses can capitalise upon this increase in demand from visitors by investing in, or partnering with other operators or stakeholders to grow nature-based experiences.

People walking at Highfields, Southern Queensland Country. Image: Tourism Australia

A practical sustainability toolkit

With Australia’s natural assets attracting visitors, it’s important we work to preserve them. According to Booking.com, 75% of travellers say they want to travel more sustainably over the next 12 months.

Our Sustainable Tourism Toolkit helps tourism businesses understand how to become more sustainable to meet this growing demand. 

Being sustainable can benefit tourism businesses in many ways. It can:   

• reduce costs
• attract customers
• protect Australia’s natural and cultural assets
• increase resilience  
• improve the reputation of your business. 

The Sustainability Toolkit has practical, easy-to-understand information to help businesses get started on the path to sustainability. Download the toolkit on our website.  

Learn more

Learn more about TRA’s caravan and camping data.