Support for Aussie tourism businesses

To help Australian tourism operators tap into the rapidly growing Filipino and Thai visitor markets, the Albanese Government is launching two new training programs.

Delivered in partnership with the Australian Tourism Export Council, the Philippines Host and Thailand Host programs will equip Australian tourism businesses with the knowledge, cultural insights, and skills needed to deliver an unforgettable experience for inbound travellers.

Travel from these markets has rebounded post-pandemic, with visitors from the Philippines reaching 171,900, and visitors from Thailand reaching 95,100 in 2024.

But there is great potential to grow both markets further, with Tourism Research Australia forecasting that by 2029, annual visitors from the Philippines will increase by 42% and annual visitors from Thailand to increase by 47%.

Airlines are expanding routes to meet this increasing demand, with Qantas adding Brisbane-Manila flights (100,000+ seats annually), Cebu Pacific increasing Sydney and Melbourne services, and Jetstar boosting Australia-Thailand routes to 22 weekly flights, including new Brisbane and Perth connections.

The Albanese Government is helping tourism operators tap into new markets, recognising the opportunity it presents as highlighted in our Invested: Australia’s Southeast Asia Economic Strategy to 2040.

The Host programs will be delivered by the Australian Tourism Export Council (ATEC), which also delivers the Tourism Training Hub, and the recently released Vietnam Host program.

Australian tourism operators can register for the Philippines and Thailand Host Programs via the ATEC Tourism Training Hub.

Quotes attributable to Minister for Trade and Tourism, Senator the Hon Don Farrell:

"These new Programs will help deepen Australia’s engagement in Southeast Asia by preparing our tourism industry to attract and service visitors, and drive growth from the Philippines and Thailand.

"New aviation services are helping increase travel between Australia and the Philippines and Thailand, which presents a wealth of opportunities for Australian businesses.

"We want to ensure that our fantastic tourism operators are ready to take advantage of these opportunities, growing their businesses and creating jobs."

Quotes attributable to Mr Peter Shelley, Managing Director, Australian Tourism Export Council:

"With the Philippines and Thailand emerging as key growth markets, now is the time for operators to invest in market readiness.

"These new Host programs equip businesses with the knowledge and cultural insights to create meaningful visitor experiences and capitalise on these expanding opportunities.

"Developed in collaboration with industry experts and Austrade, these Host programs provide tourism businesses with market-specific understanding that translates into the real-world."

Quotes attributable to Australian tourism industry representative, Tina Chaisuwan-Baker, Sales Manager – South East Asia, SeaLink Marine & Tourism: 

"Undertaking ATEC's Vietnam Host online course gave me key insights into the cultural preferences and service expectations of Vietnamese tourists coming into Australia. 

"This knowledge has been essential in enhancing my approach to selling and tailoring our products, ensuring we meet the unique needs of the Vietnamese market."