Ahead of the 2024 World Travel & Tourism Global Summit in Perth in October, the World Travel & Tourism Council (WTTC) has released its research on the outlook for the industry – and things are looking good.
Surpassing all previous records, WTTC announced Australian tourism’s projected economic contribution is expected to reach $265.5 billion by the end of this year, which will account for ten per cent of the country’s gross domestic product.
Further, the contribution from the tourism industry is expected to soar past $345 billion in the next decade.
The WTTC research showed that the sector is on the path to recover jobs lost over the pandemic, with employment growing by ten per cent in 2023.
By 2034, it is projected that twelve per cent of Australia’s population will be employed in the sector.
The WTTC research also showed a surge in visitor spending.
Forecasts suggest spending is likely to reach $148 billion this year, with an expected rise over the next decade to around $180 billion.
While the WTTC warns growth in international spending will still be below 2019 levels by the end of 2024, 2023 saw a staggering 195 per cent increase in spending by overseas visitors, bringing Australia to the tenth position globally for growth in international tourism expenditure.
Julia Simpson, President and Chief Executive of WTTC is ready to celebrate the recovery.
“Australia is set to break tourism records,” she said.
“WTTC will throw a spotlight on the value of travel and tourism to the Australian economy when we celebrate the WTTC Global Summit in Perth, Western Australia.
“The Summit will highlight Australia’s dynamic growth, reflecting travel and tourism’s broader economic recovery and rising employment trends.”
In light of the projections, it is more important than ever to ensure Australian hospitality can be found by as many of these visitors as possible.
Some top tips across the web development and marketing industries for reaching potential customers include:
- Have a website that is up-to-date and easy to navigate
- Ensure the website is optimised for both humans and search engines (there are a number of key elements here, which include ensuring the site is mobile-friendly and that it uses key words that match what people are searching for)
- Ensure the business is on the map, such as a free business profile on Google, and that the business is signed up on sites like TripAdvisor as well as other relevant online directories (Tip: ensure the business name and contact details are consistent across all platforms)
- Be on top of social media engagement – know where the audience is online and engage with them regularly
- Both on- and offline; nothing replaces excellent customer service
Google also has a helpful SEO starter guide.
