Canadian arrivals to Australia are not only on the rise, but travellers from the market are also spending a significant amount while in the destination.
“We’re at 171,000 visitors from Canada coming into Australia, that’s a four per cent increase over the previous year, so growth is definitely there. Expenditure wise, it was a billion dollars that they delivered to the visitor economy so we’re really happy,” Robin Mack, the new managing director of Tourism Australia told TravelPress Today during a one-on-one interview yesterday. “One of the things I love about our Canadian visitors is they’re staying longer and they’re dispersing more as well.”
In Toronto to meet with key distribution, airline and industry partners, Mack noted that there are 24 direct flights from Vancouver to Brisbane and Sydney per week. Canada is one of 16 priority markets for Australia.
Robin Mack/Tourism Australia, Heather Baker/Envoyage, David Green/G Adventures, Chris Allison and Penny Fowler/Tourism Australia
“Tourism certainly represents holidays and unforgettable experiences but its impact extends far beyond that,” shared Tourism Australia chair Penny Fowler during a trade gathering last night. “Today, tourism in Australia supports more than 360,000 businesses, employs nearly 700,000 Australians, contributes close to 3 per cent of Australia’s total GDP and strengthens regional communities with 2.4 million international visitors travelling beyond our capital cities and the Gold Coast in the year ending September 2025. These figures are a powerful reminder that tourism drives opportunity, resilience and prosperity across our nation.”
During the evening Fowler also gave a shout out to Goway’s Bruce Hodge, who has attended the Australian Tourism Exchange, the Australian tourism industry’s largest event, 44 out of 46 times.
Goway’s Bruce Hodge, a longtime supporter of the destination, with Tourism Australia’s Penny Fowler and Chris Allison
“Canada is an important market for us. Canadian travellers are adventurous, curious and increasingly seeking meaningful, high quality experiences, qualities that align strongly with the Australian office,” Fowler shared. “Together, we have an opportunity to deepen these connections and build on the strong foundations already established here.”
Although new to the role, Mack is going on 14 years with Tourism Australia and has extensive industry experience including as a travel advisor.
“We’re fortunate that we’re a bucket list destination for many people to visit Australia one day and our travel advisor community really help make that conversion happen,” he said, adding that Australia also has a high repeat visitation rate from the market. “We really appreciate all that you do.”
Tourism Australia’s Chris Allison with Jenni Berg of TTC Tour Brands
For more on Australia and our interview with Mack, don’t miss the next Travel Courier.
