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Update on National Experience Content Initiative

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Nightfall Camp, Queensland © Tourism Australia

6 October 2021

Tourism Australia’s National Experience Content Initiative has been rolling out over the past few months and over 45 operators have been featured so far. All the new images and video content can be accessed free of charge on the image and video galleries. The initiative aims to support tourism businesses across Australia in their recovery and drive increased visitation by helping them to better market their experiences and attractions. See some of the recent examples in the Gold Coast region National Experience Content Initiative , including Nightfall Camp , Fisherman’s Co-op , Gold Coast Skydive and Jet Ski Safaris.

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Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

News & Events

Member log-in, tourism australia’s national experience content initiative (neci).

The National Experience Content Initiative (NECI) was a $12 Million initiative run by Tourism Australia. NECI was created with the goal of improving economic recovery and driving nationwide visitation. Several Southern Queensland Country Operators were selected to take part in the program and to grow their digital marketing library. They received high resolution images and a 60 second video showcasing their product. Southern Queensland Country Tourism also received a video collating all of the operators into one group video showcasing the region as a whole.

Where are the assets being used?

• They are being used on TA’s, STO, RTO and operator websites, plus would be published on TA’s image and video library.
• They are being used across TA’s new Destination Guides on Instagram and used for Facebook posts
• Operator, STO & RTO social channels
• PR for media to use.
• They are being used across trade channels including: ATDW listings, V-Fair, digital or print brochures, travel trade

Still images from the shoot will be provided to RTO and participating members, with a minimum of 200 images per operator, 40 of these will be enhanced and retouched images per operator. All final selections made by Tourism Australia with a mixture of portrait and landscape orientation for use on websites and social media.

Video Footage has been supplied to the operator in Apple ProRes/Quicktime format (MOV). A one-minute edited video of the best footage to showcase what the operator has to offer and will feature an interview style voiceover (sample questions will be provided by TA).

If you have any questions regarding accessing your footage,

E: [email protected]

• Canberra & Region Visitors Centre
• Publication & Reports
• Industry link
• Useful research links
• National Experience Content Initiative
• There’s more than they’re telling us
• International Marketing
• Media centre
• #VisitCanberra on Social Media
• Australian Tourism Data Warehouse (ATDW)
• Working with VisitCanberra
• Industry Toolkit
• Canberra, Australia: the sustainable capital
• Destination Canberra Conference
• Other resources
• Tourism Product Development Fund
• Tourism Cooperative Marketing Fund
• Major Event Fund

VisitCanberra has partnered with Tourism Australia on the  National Experience Content Initiative . The project aims to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers.

PHASE 1 – CONTENT PRODUCTION AND DISTRIBUTION

Across 2021-2022, the National Experience Content Initiative provided a suite of new imagery and footage for up to over 50 businesses from the ACT.

Eligible businesses selected to participate in the project received:

• Up to 40 enhanced and retouched images
• Up to 100 unedited images
• 1-minute edited video of their experience
• Up to 10 minutes of b-roll footage

This content can be used by the business for any marketing and promotion purposes.

PHASE 2 – UPSKILLING AND SUPPORT

The next phase of the project is in partnership with Tourism Tribe  to assist operators who participated in the National Experience Content Initiative (NECI) to make the most of their new video and image content. Through personalised coaching and a dedicated NECI online course library, operators can enhance their knowledge and apply new techniques to amplify their content assets across marketing, social and digital channels.

Participants from the first phase of NECI can sign up until 31st of March, 2023.

If you have any questions please contact the team at Tourism Tribe via their website chat on  tourismtribe.com  or email  [email protected] .

WHERE CAN I ACCESS THE IMAGES AND FOOTAGE?

In 2022 each NECI participant received a hard drive from Tourism Australia containing the suite of new imagery and footage.

The NECI content is also published on the VisitCanberra content library which is accessible by the public, media and trade free of charge. Find the content by searching NECI or individual operators who participated in the project.

For any questions regarding the National Experience Content Initiative, contact VisitCanberra:  [email protected]

FURTHER INFORMATION

Tourism Australia

Brief in a tweet, the insight.

The last couple of years have been tough, especially for our tourism industry. So when Tourism Australia announced NECI, the $12 million initiative to spotlight and raise the profile of our country’s tourism operators, globally, Two Palms saw it as an opportunity to give something back to our operators.

What we did

We sent our crews to over 100 tourist operators in Victoria, New South Wales and Western Australia to bring these experiences to life for consumer and trade audiences. Two Palms Media’s internal team collaborated with our national network of over 25 creatives to storyboard, capture and produce premium content that authentically told each operators’ story.

Tourism Australia Content Production Agency

When Tourism Australia sent the brief to deliver high quantities of quality content, they knew we were up to the task. Get in touch with our content department today for a national storytelling and travel campaign.

Uncharted horizons: Unveiling Victoria’s hidden gems

Uncharted Horizons: Unveiling Victoria's Hidden Gems

At a glance, storyboard and narrative, visual communication, creative direction., talent and set management, crew and venue management., post-production, editing, colour grading, narration, data storage., application, website, campaigns, social media..

• Tourism Australia
• Hospitality

Tourism Australia’s National Experience Content Initiative (NECI) was a $12 million content creation initiative aimed at supporting tourism businesses across Australia in their COVID-19 recovery. Responsible for supporting Daylesford , Ballarat , Yarra Ranges and The Grampians , Sinclair produced 68 video packages and over 18,000 images across 68 venues – illustrating casual luxury with a promise of adventure. 

The content followed a specific format, with an interview-led narrative showcasing each venue’s unique experiences and attractions showcasing a distinct character such as a vineyard’s quiet elegance to the rugged cliffs of the ancient Gariwerd mountain range. 

Filmed across the spring and winter months, our schedule contended with wild and unpredictable Victorian weather all while adhering to firm deadlines. From sunrise to sunset we deployed nimble teams of producers, videographers, photographers and drone pilots and paired them with meticulously aligned shooting schedules to emphasise elemental aspects. Whether this included the stirring activity of dawn wildlife, wine bottling in action or chefs preparing meals –  all aimed to  further enrich the authenticity and allure of each destination.

PROJECT IN NUMBERS

Venues and content packages, image repository, project delivery.

Painting the picture

For each venue, we started with a vision. What story did we want to tell? And how do we effectively encapsulate the distinctiveness of each venue while simultaneously paying tribute to its broader Australian context? Achieving this symphony of individuality and cohesion would require an exercise in precision branding and creative agility.

Boots on the ground

We explored each venue, from cliffs to cafes, discovering the nooks and crannies that would bring each unique experience and its story to life. We translated each vision into a practical plan, which included storyboarding, scriptwriting, and logistics management, such as talent and shoot scheduling.

Creating connectivity

We began by conducting immersive interviews with stakeholders at each venue. These conversations were the foundation of our films, and guided the visual elements captured.  

To achieve a sense of unity we embed a regional Victorian essence into each story. This connection wasn’t accidental; it was deliberately constructed using a mix of visual storytelling techniques, emotional production music, and a consistent narration.

• Thematic consistency: Despite distinct stories and different cultural backgrounds, thematic ties related to adventure, discovery, and transformation were woven into each narrative.
• Visual and auditory harmony: A curated palette of colours, a consistent quality of cinematography across venues, and a cohesive sound design created an immediate associative link to the regional Victoria brand.
• Branded messaging: Key messages reflecting the regional identity were subtly integrated into each venue’s story, ensuring that while the immediate focus was  the venue, the overall tone  was undeniably Victorian.

Fusing talented teams

You’re only as good as your gear and your crew. To produce crisp images and smooth footage in every pixel and frame, a team of experts who excel in their respective fields were assembled—seasoned producers, skilled videographers, creative photographers, adept drone pilots, attentive editors, and discerning colour graders.

Sharing the story

The content produced for Tourism Australia venues served as a versatile asset bank. Capable of spreading the untold tales of regional Victoria tourism, each venue was able  to leverage content in the following ways:

• Website: To enhance and transform brand perception and increase guest engagement.

Learn more about website optimisation services 

• Campaigns: Whether it’s a splash on a billboard or a click on a screen, the diverse video and photo offerings empowers each venue to run targeted campaigns for a number of different audiences both international and domestic.

Discover how to transform your campaign strategy.

• Social Media: In the world of likes, shares, and retweets, content is key . Venue’s could cut content into digestible, shareable pieces to set social media buzzing and generate engagement.

In working with Tourism Australia, Sinclair gave partner venues throughout Regional Victoria the opportunity to re-define and expand upon their existing marketing foundation by upgrading their creative assets.

Your business's unique stories are waiting to be told. Take the first step in visualising your goals and embrace the journey it takes to create content that conveys meaning.

Explore our work

Now pouring: Pints of profit

From warehouse to web: NWC’s digital leap forward

14 top Barossa Valley restaurants for lunch and dinner

Kristie Lau-Adams

Travel Journalist

20 March 2023

With exceptional dining reimagined at the speed of light, there’s always something interesting to sample at the best restaurants in the Barossa Valley.

When you’re renowned for producing the best wine in the world, it makes sense to level up your culinary offerings. Exploiting the region’s seasonal supply of quality produce, Barossans have cooked up a raft of superb eateries, plentiful provedores, and once-in-a-lifetime food experiences. Here, the best restaurants in the Barossa Valley for you to indulge in.

1. Essen at Artisans of the Barossa

A pitched roof, deluge of natural light and views out across a procession of vines and the Mount Lofty Ranges play home to Essen, the benchmark dining space at Artisans of the Barossa , which has undoubtedly grown into one of the best wineries and cellar doors in town since floating onto the scene in 2021.

Find Essen at the Artisans of Barossa winery. (Image: Tourism Australia/ NECI)

Open Friday, Saturday and Sunday for a three-hour lunch sitting between 12pm and 3pm, the fine dining a la carte restaurant offers a four-course menu that strives to shine a light on the very best local produce. Devoured alongside an expertly considered wine pairing from Artisans’ collection of more than 100 top local drops, the dishes are fresh and flavourful no matter the time of year, making it one of the best restaurants in the Barossa Valley.

On the hunt for a quick caffeine and sambo pit-stop? More casual fare, plus excellent coffee, is also going at Artisans’ Delikatessen & Providore.

2. The Atrium at Hentley Farm

Winery dining in the most sophisticated of forms, The Atrium at Hentley Farm waves a wand over wild, foraged ingredients, turning them into delicate works of art.

The serene setting at Atrium is one of its many draws. (Image: Barossa Grape & Wine Association/ Sven Kovac)

A formal dining room featuring magnificent glass panels at the rear of Hentley Farm’s old stable-cum-cellar door, one of the Barossa Valley’s loveliest wine-tasting experiences, takes bookings for its Lunch Discovery Experience from Thursday to Sunday. Choose from either the Discovery Menu or the Chef’s Table, both paired with variously curated wine selections depending on your choice of luxury.

Chef Clare Falzon and her team know their way around culinary tweezers, delivering elegant meals including the much-buzzed-about eggshell packed with yoghurt and passionfruit, making it one of the best restaurants in the Barossa Valley.

Everything on the menu is a work of art. (Image: Barossa Grape & Wine Association/ Sven Kovac)

3. El Estanco

Entering Greenock, right on the fringe of Barossan wine country, doesn’t feel like much. But this small country town’s sly charms will stay with you long after you’ve ventured back into the belly of the Barossa Valley beast.

Expect a mix of Mexican, Spanish and Argentinian dishes at El Estanco. (Image: South Australian Tourism Commission)

El Estanco , a mishmash structure of pressed metal, stone and well-worn brick on Murray Street, housing a mix of superb Mexican, Spanish and Argentinian dishes, is a rowdy, fun-filled breakfast and lunch refuge from Wednesday to Monday. Plus, Friday night’s Pizza Fiesta menu rolls out chubby-crusted wood fire masterpieces from its outdoor pizza oven, each begging to be chased down with a top-notch local drop.

Be sure to leave room for dessert. (Image: South Australian Tourism Commission)

The fit-out itself is utterly epic. Outside, sunny blooms poke out from a cluster of 100-year-old cactuses in the space’s pebbled feature garden while wild plants share a terrace space dotted with tables. Inside, a sleek guacamole-green bar, more personality-plus cacti, exposed brick and stone, plus pitched ceilings are the perfect recipe for hipster-chic.

The guacamole-green bar is a stylish focal point. (Image: South Australian Tourism Commission)

Further in the mix, its patisserie churns out bread, drool-worthy sweets, and cold drip coffee, plus there’s a gift shop in case you get bored. What of those South American dishes? Authentic, abundant, and lathered in love every time.

4. Char Barossa

Crack open your favourite bottle from a day of winery-hopping at the warm and relaxed Char Barossa , conveniently located on the main stretch of shops in Tanunda and long-standing as one of the best restaurants in the Barossa Valley. Offering BYO throughout its lunch and dinner services, this family-owned bar and grill deliver hearty burgers and steaks in a casual environment.

Take a seat in the Char Garden, a tiled outdoor space looking onto leafy greenery, and dive straight into a precisely grilled cut of meat such as the South Australian King Henry pork chop, weighing in at 450g and served with crackling on a bed of sauerkraut.

If you’re stopping by on a Wednesday or Thursday, Char’s ‘Churasco’ menu, a fabulous tapas edit packed with 100g portions of South American-inspired goodness, is also worth a look-in.

5. Barossa Valley Brewing

All that wine slurping leaving you famished? Just down a bit from Char Barossa, on Murray Street, is the equally inviting Barossa Valley Brewing , home to Tanunda’s most homely beer garden, terrific tinnies and a stack of pub classics.

Stop by for a laid-back lunch or dinner at one of their long indoor or outdoor picnic tables or set up shop around one of the venue’s wood fires. Dishing up 15-inch woodfire pizzas plus generous comfort food including the ‘sticky peanut butter chocolate milkshake stout pork ribs’ made from the team’s sinfully delicious stout, the brewery is barrels of fun. Live music lights up the beer garden on weekends.

6. Lyndoch Lavender Farm & Cafe

You’d better like lavender if you’re checking out this Barossa Valley hotspot, which has attracted a steady stream of visitors for the past 30-odd years – these guys can’t get enough of the stuff. Lavender ice cream, lavender honey, lavender scones, lavender biscuits… you dream it, these guys make magic of it.

Open for morning tea, lunch and afternoon tea in its cafe on the weekends, while also operating as a working lavender farm and gift shop every other day of the week, Lyndoch Lavender Farm & Cafe serves up a luscious collection of light meals and treats on its large terrace and out on picnic tables surrounded by those famous purple-laced shrubs.

7. The Farm Eatery at Maggie Beer Barossa

An iconic Barossan despite originating from Sydney, Maggie Beer and her Nuriootpa farm have long drawn crowds, desperate for a glimpse of where the celebrated chef originally crafted her famous pheasant and pate, plus her range of gourmet food and ingredients.

The Farm Shop has long drawn a crowd. (Image: Josie Withers)

Now, the spotlight arguably shines brighter on her daughter Elli’s restaurant, The Farm Eatery , one of the best restaurants in the Barossa Valley.

The Farm Eatery is now a major drawcard. (Image: Tourism Australia/ NECI)

Transforming Maggie’s former on-site function centre into an uplifting dining space offering three-course and five-course seasonable set lunch menus, Elli and chef Tim Bourke are making waves through dishes that are abundant yet refined.

Inside the buzzing dining room at The Farm Eatery. (Image: Tourism Australia/ NECI)

Embracing local produce and guided heavily by Maggie the matriarch, The Farm Eatery is guaranteed great dining in a setting stacked with character and charm.

The location is something extra special. (Image: Josie Withers)

8. Contour at The Louise

It’s party time at Contour , a homey bar and dining space located in Marananga’s outstanding The Louise, luxury Barossa Valley accommodation of the highest order. Open for dinner Thursday to Monday from 5 pm – 9 pm, this is great hospitality and quality cooking, but the mood is easy-going and gleeful – kind of the Barossa in a nutshell, really.

If you’re there in time for sunset, wrangle a seat right up by the windows offering unbeatable views across acres of vines and a horizon speckled with tumbling green hills, before picture-perfect cocktails and brilliantly executed dishes steal your gaze.

There’s also room to let your hair down at the long, sleek bar featuring cushy black panelling and creating softness amid such vivid views. As for the food, expect some of the best burgers in the region plus wonderful Asian-inspired surprises.

A winning combination at Contour Bar & Kitchen. (Image: John Monstesi)

9. Appellation at The Louise

Contour’s older, suaver sibling is Appellation , a major player within the Barossa’s fine dining scene. Welcoming guests for smart dinner sittings nightly, the space is modern and slick yet unstuffy due to knowledgeable, friendly waitstaff and that cosy, plush carpeting they’ve cleverly installed.

Inside the dining space Appellation. (Image: The Louise)

Its seasonal produce is finessed with bucketloads of care and presented as either a degustation or bountiful dinner for two. Executive Chef Asher Blackford brings international flair and expertise to his menu which overflows with delicious local treasures supplied by his people – a tight community of passionate Barossan farmers and growers.

The menu at Appellation is a treat for the taste buds. (Image: John Monstesi)

Those unforgettable views, similarly spied at Contour, are the cherry on top.

The deck at Appellation boasts some pretty incredible views. (Image: The Louise)

10. Ember Pizza Barossa

From the heroes behind Barossa Distilling Company, specialists in spirits, and Harvest Kitchen, the eatery at Calabria Family Wines in the Barossa’s Vine Vale, comes Ember Pizza Barossa – a place committed to creating a seriously awesome slice.

Devour one slice after another at Ember Pizza Barossa. (Image: Barossa Grape & Wine Association/ Sven Kovac)

Open for dinner Wednesday to Saturday, plus lunch Friday to Sunday, Ember’s perfectly blistered wood oven bases, hearty lashings of flavour and chilled-out, kid-friendly atmosphere make it one of the best restaurants in the Barossa.

Soak up the romantic setting. (Image: Barossa Grape & Wine Association/ Sven Kovac)

The oven itself, imported from Italy, is a marvellous sight in all of its monochromatic tiled glory, like an otherworldly spaceship sent from Neapolitan gods. And the festival of food continues beyond pizza with authentic Italian meatballs, arancini and ‘tear ‘n’ share’ antipasto platters on Ember’s ‘Kick Off’ menu, plus a collection of bellissimo desserts.

11. Fino at Seppeltsfield

And you thought the Seppeltsfield estate, one of the Barossa Valley’s best winery experiences, was extraordinary enough. Fino at Seppeltsfield, complete with its own collection of towering palm trees and lush lawns, and set at the foot of Seppeltsfield’s grand cascading water feature, offers a long, meandering lunch to remember. Whether you’re outside under an umbrella in the spacious courtyard or inside its earthy, bustling dining room, this feast offers countless flavour bombs in a lively, light-filled setting.

Prepare for an onslaught of flavour bombs at Fino. (Image: Fino Seppeltsfield)

Open seven days and led by famed Barossa chef Daniel Murphy, Fino’s open kitchen pulls together brilliant local produce, delivering highly considered à la carte or set-share menus filled with plates that almost look too good to devour. The experience is so good, they set up a second Fino over in Adelaide’s CBD, where the praise extends even further.

The lively atmosphere makes for a memorable experience. (Image: Fino Seppeltsfield)

12. Tanunda Bakery & Cafe

Nope, technically it’s not a restaurant, but no comprehensive list of the most delectable dishes within the Barossa can skip over good old Tanunda Bakery & Cafe on the main street of Tanunda. After all, when you’re winery crawling the day away, sometimes a buttery pastry is all the fuel you need.

Open from 7am until 5.30pm Monday to Friday and 7am until 3pm on Saturday, the Tanunda bakery is stuffed to the brim with savoury pies and pastries, including the ridiculously blissful cheese dog, fresh salad rolls and pizza rolls, German pretzels, homemade soups, artisan breads and a smorgasbord of the sweetest of treats. Donuts, streusels, buns, slices, cakes, twists and tarts – there’s no escaping the temptations of this much-adored culinary mainstay.

13. Otherness

The magnificently titled Otherness is an Angaston restaurant/wine bar that offers one of the best value tasting menus around: $70 for five courses, plus dessert. Of course, there’s nothing to say you must eat that many courses – although you really should give it a go.

Order the degustation at The Otherness. (Image: Barossa Australia)

Diners at Otherness, which is also a micro-producer cellar door, can enjoy pastries for breakfast, all manner of cured meats, olives and cheeses for lunch, and contemporary dishes with matching wine experiences for dinner. And we’re not talking an interstate job lot, but the result of former Fino at Seppeltsfield Executive Chef Sam Smith’s masterful collaborations with local growers.

The bright and open setting at The Otherness. (Image: Barossa Australia)

Don’t be surprised if you see some of the Barossa’s biggest names in food seated for a meal in this joint – Otherness is a Barossan industry favourite.

14. Flaxman Wines

If you’re more of a ‘private long lunch among the vineyards’ kind of person, a reservation at Flaxman Wines is your pass to indulgence. This bespoke, and so-scenic-it’s-silly, dining experience devised by former MasterChef contestant Col Sheppard, is set amongst the brand’s winery, which was purchased by Col behind his wife’s back (so the story goes).

Dine among the vines at Flaxman Wines. (Image: Barossa Australia)

It’s a good thing he did because the addition of a private mid-week, three-course lunch among the vines for four to six people has led to Flaxman crafting one of the best restaurants in the region. You can also join one of its monthly weekend-long lunches or book a private lunch at any time. The private option is suitable for groups of eight to 12, and the five-course meal can be held under the pergola, in the cellar door or even in the cellar. It’s your call.

Find more experiences, accommodation, eating and entertainment options in our  Barossa Valley travel guide. 

Kristie Lau-Adams is a Gold Coast-based freelance writer after working as a journalist and editorial director for almost 20 years across Australia's best-known media brands including The Sun-Herald, WHO and Woman's Day. She has spent significant time exploring the world with highlights including trekking Japan’s life-changing Kumano Kodo Pilgrimage and ziplining 140 metres above the vines of Mexico’s Puerto Villarta. She loves exploring her own backyard (quite literally, with her two young children who love bugs), but can also be found stalking remote corners globally for outstanding chilli margaritas and soul-stirring cultural experiences.

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International tourist figures still millions below pre-COVID levels as slow recovery continues

For two years, Marcela Ribeiro worked three jobs to save for her dream holiday to Australia.

Like millions of people across the globe, the 35-year-old from Brazil had long wanted to explore the country's world-famous destinations, specifically the Great Barrier Reef, World Heritage-listed rainforest and sandy beaches. 

"I worked really, really hard, many jobs, to get here," Ms Ribeiro said.  

"The flights were very expensive, so I have to watch everything I spend. I can't afford to eat out in the restaurants every day." 

It's been a similar story for William Grbava from Canada and Amelia Mondido from the Philippines, who last week arrived in Australia for a holiday. 

"It's expensive here, much more than we were expecting. We have only been able to factor in a short stop in Sydney," Mr Grbava said. 

"We just had a beer and a pizza in Circular Quay for $50.

 "What I really wanted to do was drive up the coast to Brisbane, through Byron Bay and those beautiful towns. That's what I did when I was younger. But with the cost of fuel and car rental, it wasn't possible." 

Industry yet to recover to pre-COVID levels 

It's been more than four years since Australia's borders suddenly closed to the rest of the world and became one of the most isolated destinations on the globe. 

COVID-19 wreaked havoc across the country's economy, but nowhere was the pain as instant or more devastating as in the tourism industry. 

In 2019, 8.7 million tourists visited Australia from overseas in an industry that was worth $166 billion. 

New figures from Tourism Research Australia show there were only 6.6 million international visitors last year, a deficit of more than 2 million compared to 2019 levels.  

Victoria experienced the largest loss in international visits at 33 per cent, followed by Queensland at 24 per cent and New South Wales at 22 per cent. 

Nationally, Chinese visitor numbers — which made up the bulk of visitors to Australia pre-pandemic — slumped to 507,000 last year, down from 1.3 million in 2019. 

Figures for the month of February show more than 850,000 people visited Australia, an increase of 257,000 for the same time in 2023, but 7.5 per cent less than pre-COVID levels. 

Gui Lohmann from Griffith University's Institute for Tourism said there were a number of reasons for the slow return of international visitors. 

"The airfares are significantly high and we are under an inflationary situation with labour and food costs," Professor Lohmann said. 

"It could be challenging for Australia to reach above 8 million international visitors in the scenario we are in at the moment." 

Professor Lohmann said cost-of-living pressures were also at play in the return of international tourists, as was a "reset" in European thinking.  

"Many Europeans believe a long-haul trip is quite damaging to the environment and they're also flying less generally," he said. 

"Their domestic airline routes no longer exist [and] have been replaced by train trips." 

He said China's ongoing economic problems, the war in Ukraine and United States' election were also having an impact.  

"It's a much more complicated world we are facing after the pandemic," he said. 

A long road to recovery 

Oxford Economics has forecast it could take until 2025-26 before Australian tourism returned to pre-pandemic levels. 

Tourism Australia, a government agency that promotes holidays, said the strongest markets since borders reopened had been New Zealand, the United States and the United Kingdom. 

"We always knew that the recovery of international travel to Australia would take time, and we have continued to see the steady return of international visitors to our shores," a spokeswoman said. 

Maneka Jayasinghe, a tourism expert at Charles Darwin University, said affordability was a key factor in attracting visitors Down Under.  

She said the state and federal governments should consider subsidising travel to Australia. 

"Measures to reduce costs, such as discounted hotel prices, tourism package deals and food vouchers could be of importance to encourage visitors to Australia," Dr Jayasinghe said. 

"Tourism operators were badly hit during COVID so may not be in a financially viable position to provide further perks to visitors, especially the small-scale operators in smaller states and territories and those operating in remote areas." 

She said re-establishing links with traditional tourism markets, including Japan, was also a potential solution. 

"Countries with a rapidly growing middle class, such as India, could have high potential to grow. Some of the south-east Asian countries, such as Vietnam and Indonesia, could also be attractive due to their proximity to Australia." 

Dutch tourists Tim Erentsen and Laleh Maleki estimated it would cost them around $16,000 for their three-week holiday in Australia, where they are visiting Sydney, the Whitsundays and Cairns. 

"It has been expensive, especially the flights," Mr Erentsen said. 

Ms Maleki said the couple had travelled extensively throughout Europe and the US and the cost of hotels and food in Australia was comparable. 

"We thought if we were coming all this way and spending the money to get here, we should stay a bit longer, which is adding to the cost," Ms Maleki said. 

But despite that extra cost, she said the trip had been worth it. 

"We love the nature, it feels very safe here. The food is so good and the people are very friendly." 

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