Australia’s Tourism Booms with New Air Routes

Australia’s tourism industry experienced a remarkable rebound in international growth during 2024, driven by new and resumed air routes that have significantly boosted visitor numbers and inbound aviation capacity. Trent Banfield, international operations and aviation development manager at Tourism Australia, noted that the mix of markets visiting the country is considerably different from what it was five years ago. According to Banfield, the emergence of several new air services and routes has provided travelers with more options and created a vibrant network that continues to expand.

Direct services from key markets such as India and South Korea have played a pivotal role in this recovery. Additionally, Australia has seen the introduction of more nonstop flights from major European cities; routes from Rome and Paris to Perth now offer greater convenience for travelers. New market entrants, such as Turkish Airlines, have also launched one-stop services to Melbourne and Sydney, further enriching the country’s air connectivity. These developments have helped to restore and exceed pre-pandemic levels of international travel, with airlines working together with tourism authorities to stimulate demand and ensure consistent scheduling.

Looking ahead, Banfield highlighted that scheduled inbound seat capacity to Australia is forecast to grow by 8% year-over-year in April 2025, with U.S. carriers expected to lead much of that expansion. The United States emerged as Australia’s third-largest international market in 2024, delivering 711,000 short-term visitors and demonstrating the growing importance of this source market. Despite this positive momentum, Banfield acknowledged the challenge posed by seasonal capacity. He explained that airlines often reduce trans-Pacific frequencies between April and October due to aircraft shortages and the competing demand on U.S.-Europe transatlantic routes. “We would like to see these peak capacity levels sustained year-round on Australia routes,” Banfield emphasized, underscoring the need for a more consistent supply of international flights to support tourism growth throughout the year.

Tourism Australia is actively targeting key source markets, particularly in the United States, India, and Europe, and is working closely with airline partners to maintain consistent flight schedules that meet traveler demand. Central to these efforts are robust marketing initiatives, such as the global “Come Say G’day” campaign, which has played a crucial role in driving growth through more than 200 commercial partnerships. One standout marketing effort was a tailored campaign launched in India during the 2024-25 Gavaskar Trophy cricket series. This campaign not only generated over 100 million campaign views but also effectively leveraged social media influencers to further amplify Australia’s brand and appeal. Banfield confirmed that work is already underway on the next chapter of the global campaign, set to launch in the second half of this year.

With the continued expansion of air connectivity, strong marketing support, and a focus on key markets, Australia is poised to sustain its recovery and build an even stronger tourism sector in the years to come. The current trends reflect a strategic and well-coordinated effort by airlines, tourism authorities, and government agencies to create a dynamic international travel market that benefits both visitors and the Australian economy.

Tags: routes

Australia’s Tourism Booms with New Air Routes

Related Posts