As global travel restrictions loosen, Australians have embraced “revenge tourism,” eager to make up for the time lost during the pandemic. Despite the rising cost of living, they continue to view travel as a way to nourish the soul and enhance their quality of life. According to Australian media and the Bureau of Statistics, as of the end of June 2023, outbound travel visits by Australians exceeded 11 million, a 32% year-on-year increase. This reflects the strong rebound in travel spending following the lifting of pandemic restrictions, as well as their pursuit of improved quality of life and mental well-being.
Travel Recovery Reflects the Pursuit of Freedom
Australians’ love for travel reflects their spirit of freedom, exploration, and family reunions, as well as their search for mental comfort. Even under economic pressure, travel remains indispensable. Despite rising living costs, Australians prioritize travel and are willing to make adjustments elsewhere to ensure their trips. Reports suggest that with the reopening of borders, the travel market has significantly recovered. Dean Long, CEO of the Tourism Industry Association, said that people are eager to break free from the pandemic’s constraints and reconnect with the world. Both young and older Australians are particularly interested in compensatory travel.
Bali in Indonesia is Popular, Japan Recovers, Fiji Struggles
Recent statistics show that Indonesia, particularly Bali, is a popular destination for Australian travelers. Last year, 1.5 million Australians visited Indonesia, a 36% increase. New Zealand came in second, welcoming 1.3 million Australians, followed by the United States in third place. Japan’s tourism market has also recovered, with Australian visitors increasing by 126%, thanks to favorable exchange rates and affordable travel options. Meanwhile, Bali has strengthened its position as an ideal vacation spot for Australians. Dean Long noted that revenge tourism has been unfavorable for high-cost destinations such as Fiji, which, despite being one of the first to reopen, has struggled to compete with Indonesia and Japan due to higher costs.
Challenges for Inbound Tourism and Expert Analysis
Australians like Laclan Pou and Ebony Tayer, for instance, spent AUD 1,000 on tickets for their trip to Japan, focusing on frugal travel, and plan at least one international trip per year. Their future plans include visits to Thailand, the Philippines, and New Zealand. Mr. Pou enjoys marking his holidays on the calendar, viewing work as a means to improve his quality of life.
While outbound travel is booming, Australia’s inbound tourism recovery has been slow. Peter Shelley attributes this to global economic challenges and competition from popular tourist destinations, calling for more active promotion of Australia. Professor Gui Lohmann noted that European countries are popular among Australia’s elderly, who can afford overseas travel. Lohmann also pointed out that Australia’s multicultural background and global family structures inspire residents’ desire for international travel, as they are keen to experience diverse cultures and connect with the world.
Countries and regions are strengthening tourism cooperation to jointly develop cross-border tourism routes and products. By promoting each other’s tourism resources, sharing market information, and engaging in joint marketing efforts, they can achieve mutual benefits. Additionally, participation in international tourism organizations and associations can enhance visibility and influence in the global tourism market. At the same time, investments in tourism infrastructure, such as transportation, accommodation, and scenic spots, should be increased. Improving transportation convenience, adding more flights and routes, and upgrading facilities and services at tourist destinations will foster sustainable and healthy growth in the tourism industry.
