The Future of Tourism: Key Insights
Destination North Coast’s Chair John O’Neill, General Manager Michael Thurston and Industry Engagement Manager Ashley Gray recently attended Tourism Australia’s Destination Australia Conference and the Regional Tourism Organisation (RTO) Forum, held in Melbourne on March 19, 2026.
Bringing together industry leaders, government representatives, stakeholders and more than 60 Regional and Local Tourism Organisations from across the country, these events provided a valuable platform to connect, collaborate and share insights shaping the future of Australia’s visitor economy.
Hosted by Tourism Australia, the program explored a wide range of topics including aviation, distribution trends, marketing innovation and market insights, all under the central theme of Accelerating future growth, competitiveness, and sustainable tourism.
A Sector in Transition
A clear message emerged throughout both events: the tourism industry is entering a new phase of transformation.
Rapid shifts in technology, changing visitor expectations and evolving global dynamics are reshaping how destinations are discovered, experienced and valued. For regional destinations in particular, this presents both a significant opportunity and a call to adapt.
Three Key Takeaways Shaping the Future of Tourism Marketing
1. Visibility has fundamentally changed
The traditional focus on SEO is no longer sufficient. In an era of AI-driven discovery and zero-click behaviour, success is increasingly defined by how well your content is understood, surfaced and cited by machines.
Generative Engine Optimisation (GEO) is emerging as a critical strategy, requiring content to be structured, context-rich and aligned with how AI platforms interpret and present information.
2. Visitors want to do more, not less
Today’s travellers are planning between 11 and 20 experiences per trip, spanning not only major attractions but also everyday moments such as cafés, short walks and local interactions.
This shift reinforces the importance of collaboration across destinations and operators. By working together to showcase a diverse and compelling range of experiences, regions can better position themselves within the visitor decision-making journey.
3. Connection is the new currency
The focus of tourism is shifting from volume to value. There is a growing emphasis on attracting high-value visitors, delivering deeper and more meaningful experiences, and redefining ‘luxury’ as connection, authenticity and a strong sense of place.
Sustainability is also central to this shift, reflected in Tourism Australia’s message that “Green is our Gold”. Environmental responsibility is no longer optional, it is fundamental to long-term competitiveness.
Looking Ahead
The direction of the industry is clear. Tourism is moving beyond simply promoting places to a more sophisticated approach focused on engineering discoverability, designing experiences, and building emotional connection at scale.
Destination North Coast is proud to be part of these national conversations, ensuring our region’s tourism businesses are informed, connected and well positioned to thrive in a rapidly evolving landscape.