Publication summary
We asked businesses to let us know their views about the Australian visitor economy. We received 413 responses. 71% were from tourism businesses and 29% were other organisations.
Responses by sector
- Accommodation – 78
- Arts and culture – 15
- Education – 22
- Events – 20
- Food and drink services – 28
- Recreation and entertainment – 25
- Tour operator – 53
- Travel agent – 32
- Other – 98
- Local government – 25
- Regional Tourism Organisation (RTO) – 17
Responses by state
- Western Australia – 31
- Northern Territory – 5
- South Australia – 26
- Queensland – 36
- New South Wales – 78
- Australian Capital Territory – 10
- Victoria – 71
- Tasmania – 10
Current challenges - top 5
- International border closures
- State border closures and localised lockdowns
- Work force issues
- Reduced cash flow
- Lack of consumer demand.
Only 25% of respondents said most of their business was international. However, more than 60% said international border closures was a top challenge.
More than 40% of business respondents held peak body memberships. An additional 5% had let their membership lapse in the past 12 months.
41% of businesses said their business revenue was down more than 70% in 2020.
Future challenges
Most businesses who responded were positive they would still be operational in five to 10 years. 163 respondents said they had a business plan. Almost 80% of these were for short to medium term. More than 85% of respondents said they would need to make changes to their business in the next five years:
- diversify markets – 56%
- introduce or change a tourism product – 55%
- upgrade existing technology – 54%
- adopt new technology – 51%
- invest in new equipment and machinery – 42%
- increase environmental sustainability – 41%
- upgrade or make repairs to premises – 40%.
The most common barriers to business development were:
- cash flow – 58%
- work force – 56%
- lack of demand – 32%
- planning and regulatory approvals – 27%
- capacity restrictions – 23%.
More information
Read the Opportunities for the Visitor Economy Report
Contact us
Email: visitoreconomy@austrade.gov.au