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Here at the SATC, we love our state and we love what we do. We want to bring visitors to South Australia to build a prosperous economy and share the love with the rest of Australia and the world. We search for undiscovered experiences, remarkable people and immersive products, and we tenaciously seek the best. Together we are making a difference so South Australia thrives. 

The Development Manager will lead the Development team, which manages event sponsorships and leverages activity for major and regional events - as well as facilitate growth of the South Australian events calendar through a collaborative marketing and event development strategy.  

Key responsibilities of the role include:

• Contribute to the development, implementation and evaluation of the SATC's strategic and operational event plans.
• Develop operational plans for the Development team and support the development of overall plans for the Acquisition & Development section.
• Ensure all SATC sponsored events and festivals within the portfolio, are delivered in line with contracted sponsorship agreements.  
• Plan and monitor the fulfilment of deliverables and key performance indicators to ensure adherence to sponsorship agreement.
• Oversee regular communications and facilitate meetings with event organisers and internal stakeholders throughout the duration of the event sponsorship agreement including the event planning, delivery and reporting phases.
• Foster strong collaboration with major and regional event organisers across the Events South Australia team and the wider SATC network.

This position is offered as a Non-Executive contract at a remuneration level of ASO7. 

Position description can be accessed here .

The South Australian Public Sector is committed to building a diverse workforce, ensuring equitable opportunities for all, and fostering an inclusive culture where everyone belongs and their uniqueness is valued.

Applications consisting of a resume and cover letter are to be directed to Sally Heading, General Manager, Acquistition & Development, at the South Australian Tourism Commission via Seek . 

Applications close: 11.59pm, Sunday, 23 June 2024.

Enquiries can be directed to People and Culture on 8429 4561. 

The South Australian public sector promotes flexible ways of working including part-time. Applicants are encouraged to discuss the flexible working arrangements for this role.

Here at the South Australian Tourism Commission, we do things a little differently. 

South Australia is our passion – a place where we win hearts, grow futures and change minds. 

We work as a team to share the very best of our Great State across our country, and the world – to deliver outstanding results for the tourism industry. 

We are a government agency responsible for leading and growing South Australia’s visitor economy. Achieving our goals is made possible thanks to the passionate and curious team of people who work here. The majority of our team is based in Adelaide – however, we have experts based around the world who help promote South Australia as a leading tourism destination internationally.

To find out more, see our purpose and mission . You can learn more about our business groups , including Events South Australia, Marketing, and Destination Development.

Rich in diversity, with a wide range of roles, responsibilities and clients, the South Australian Government employs more than 100,000 South Australians, making it the largest employer in the state. Visit iworkfor.sa.gov.au for more information and to view jobs across the SA public sector.

Find out more about our values and what it’s like to work at the SATC.

We thrive on taking risks and enjoy stepping outside our comfort zone. We embrace ambiguity and fail fast to learn. We’re confident, brave and always back ourselves to deliver what we say we will.

WOMADelaide 2018, Botanic Park, Adelaide Image Credit: Grant Hancock

We never settle for simply scratching the surface. We’re hungry for knowledge, fresh ideas and innovations.

We’re innately curious at heart. We ask the right questions to get the right outcomes and go the extra mile to deliver them.

Coober Pedy, Flinders Ranges & Outback Image Credit: Callum Jackson

We have a passion for excellence and exceeding expectations. We all want South Australia to be the very best it can be and work with dedication, spirit and intensity to achieve our goals. We care for those around us and actively energise and support one another.

Port Lincoln, Eyre Peninsula Image Credit: Jem Cresswell

We believe there’s nothing we can’t do as a team. Relentlessly positive and always confident and resourceful in the face of challenges, we have bold aspirations and go after them with optimism, tenacity and purpose.

Port Noarlunga, Fleurieu Peninsula Image Credit: Luke Greaves

Why choose us?

A wide range of employee benefits are also available including:

• Chance to volunteer and participate in SATC events like the internationally renowned Santos Tour Down Under
• Opportunity to join a fun and active social club
• Professional development and study assistance
• Access to a free and confidential employee assistance program
• Annual flu vaccinations
• Casual Fridays (with a gold coin donation towards a nominated charity).

APPLICATION GUIDANCE

We seek people whose skills, knowledge and experience will enable the success of our goals as well as people who thrive working as part of a team and who share our love of South Australia.

Our position descriptions are carefully considered and the essential and desirable criteria outline what we are looking for from a candidate. Candidates are shortlisted on the basis of how well they fulfil the criteria: you must provide examples to demonstrate your ability to meet these in your application. Pay close attention to what is requested from applications in the job advertisement - some will require more detail than others.

We provide detailed position descriptions to give candidates a clear indication of the role, however a contact name is also listed if you require additional information prior to applying.

We ask that applications are received either as .doc, .dox or .pdf files. We don’t have any requirements regarding the layout of your application; you should choose a layout which best showcases your suitability for the role and most importantly addresses the criteria listed in the position description.

Given we usually receive a very high response rate to our vacancies, we do ask that:

• Covering letters are kept to a maximum of two pages
• CVs are kept to a maximum of four pages 

It is important to ensure your application is received before the closing date and is sent to the contact/address listed on the job advert.

Applications sent directly to the  [email protected]  inbox will receive an automatic acknowledgment when received, however due to the large number of applications received only those applicants short listed by the Selection Panel for an interview will be contacted further.

Student placements

We recognise the importance of developing emerging talent and supporting the next generation of tourism professionals from South Australia. We work with local higher education providers to offer placements to students currently enrolled in courses related to tourism, marketing and events.  

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Pre-COVID in 2018-19, the Western Australian tourism industry supported 109,600 direct and indirect jobs and contributed $13.5 billion in visitor spend to the economy.

In 2021-22, the Western Australian tourism industry supported  89,100 direct and indirect jobs and contributed $14 billion in visitor spend to the economy.

The tourism and hospitality industry provides career opportunities in an array of sectors including travel, accommodation, events and conventions, transport, attractions, restaurants, visitor services, destination management, marketing and aviation. 

Find out more about our Tourism Workforce Development Program and how we are engaging mature-age workers in the tourism and hospitality industry   here . ​

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The Hospitality and Tourism sector has lots of exciting entry-level jobs for anyone starting a career. Roles are available in accommodation, food and beverage, travel and tourism services.

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Working in the hospitality and tourism sector has lots of advantages for people with the right attitude and abilities. There’s a steady supply of jobs, and the work involves dealing with customers – both face-to-face and behind the scenes. There are lots of flexible pathways available to help you build a career and work towards higher-skilled jobs in the field, including positions such as hotel and restaurant managers, chefs and caterers, event planners and travel consultants. 

You can find out more about hospitality and tourism occupations through the  National Skills Commission  website.

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Most employers are looking for experience, but neat and tidy presentation and a good attitude are also highly valued. Career opportunities are available based on your experience and performance in your role. Qualifications are available for a variety of roles and are expected for some positions (e.g. trade qualified chefs, bakers and pastry cooks).

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Now boarding: Faces, places, and trends shaping tourism in 2024

After falling by 75 percent in 2020, travel is on its way to a full recovery by the end of 2024. Domestic travel is expected to grow 3 percent annually and reach 19 billion lodging nights per year by 2030. 1 Unless otherwise noted, the source for all data and projections is Oxford Economics. Over the same time frame, international travel should likewise ramp up to its historical average of nine billion nights. Spending on travel is expected to follow a similar trajectory, with an estimated $8.6 trillion in traveler outlays in 2024, representing roughly 9 percent of this year’s global GDP.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

There’s no doubt people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go? We developed a snapshot of current traveler flows, along with estimates for growth through 2030. For the purposes of this report, we have divided the world into four regions—the Americas, Asia, Europe, and the Middle East and Africa.

Our analysis identifies three major themes for industry stakeholders to consider:

• The bulk of travel spending is close to home. Stakeholders should ensure they capture the full potential of domestic travel before shifting their focus to international travelers. And they should start with international travelers who visit nearby countries—as intraregional trips represent the largest travel segment after domestic trips.
• Source markets are shifting. Although established source markets continue to anchor global travel, Eastern Europe, India, and Southeast Asia are all becoming fast-growing sources of outbound tourism.
• The destinations of the future may not be the ones you imagine. Alongside enduring favorites, places that weren’t on many tourists’ maps are finding clever ways to lure international travelers and establish themselves as desirable destinations.

The bulk of travel spending is close to home

International travel might feel more glamorous, but tourism players should not forget that domestic travel still represents the bulk of the market, accounting for 75 percent of global travel spending (Exhibit 1). Domestic travel recovered from the COVID-19 pandemic faster than international travel, as is typical coming out of downturns. And although there has been a recent boom in “revenge travel,” with travelers prioritizing international trips that were delayed by the pandemic, a return to prepandemic norms, in which domestic travel represents 70 percent of spending, is expected by 2030.

The United States is the world’s largest domestic travel market at $1 trillion in annual spending. Sixty-eight percent of all trips that start in the United States remain within its borders. Domestic demand has softened slightly, as American travelers return abroad. 2 Dawit Habtemariam, “Domestic U.S. tourism growth levels off as Americans head overseas,” Skift, August 18, 2023. But tourism players with the right offerings are still thriving: five national parks broke attendance records in 2023 (including Joshua Tree National Park, which capitalized on growing interest from stargazers indulging in “dark sky” tourism 3 Scott McConkey, “5 national parks set attendance records in 2023, and the reasons may surprise you,” Wealth of Geeks, April 16, 2024. ).

China’s $744 billion domestic travel market is currently the world’s second largest. Chinese travelers spent the pandemic learning to appreciate the diversity of experiences on offer within their own country. Even as borders open back up, Chinese travelers are staying close to home. And domestic destinations are benefiting: for example, Changchun (home to the Changchun Ice and Snow Festival) realized 160 percent year-on-year growth in visitors in 2023. 4 Shi Xiaoji, “Why don’t Chinese people like to travel abroad anymore? The global tourism industry has lost 900 billion yuan. What is the situation?,” NetEase, February 12, 2024. In 2024, domestic travel during Lunar New Year exceeded prepandemic levels by 19 percent.

China’s domestic travel market is expected to grow 12 percent annually and overtake the United States’ to become the world’s largest by 2030. Hotel construction reflects this expectation: 30 percent of the global hotel construction pipeline is currently concentrated in China. The pipeline is heavily skewed toward luxury properties, with more than twice as many luxury hotels under construction in China as in the United States.

India, currently the world’s sixth-largest domestic travel market by spending, is another thriving area for domestic travel. With the subcontinent’s growing middle class powering travel spending growth of roughly 9 percent per year, India’s domestic market could overtake Japan’s and Mexico’s to become the world’s fourth largest by 2030. Domestic air passenger traffic in India is projected to double by 2030, 5 Murali Krishnan, “Can India’s airports cope with rapid passenger growth?,” Deutsche Welle, February 7, 2024. boosted in part by a state-subsidized initiative that aims to connect underserved domestic airports. 6 “India is seeing a massive aviation boom,” Economist , November 23, 2023.

When travelers do go abroad, they often stay close to home (Exhibit 2).

Europe and Asia, in particular, demonstrate strong and growing intraregional travel markets.

Recognizing this general trend, stakeholders have been funneling investment toward regional tourism destinations. An Emirati wealth fund, for instance, has announced its intent to invest roughly $35 billion into established hospitality properties and development opportunities in Egypt. 7 Michael Gunn and Mirette Magdy, “UAE’s $35 billion Egypt deal marks Gulf powers’ buying spree,” Bloomberg, April 27, 2024.

Europe has long played host to a high share of intraregional travel. Seventy percent of its travelers’ international trips stay within the region. Europe’s most popular destinations for intraregional travelers are perennial warm-weather favorites—Spain (18 percent), Italy (10 percent), and France (8 percent)—with limited change to these preferences expected between now and 2030.

Despite longer travel distances between Asian countries, Asia’s intraregional travel market is beginning to resemble Europe’s. Intraregional travel currently accounts for about 60 percent of international trips in Asia—a share expected to climb to 64 percent by 2030. As in Europe in past decades, Asian intraregional travel is benefiting from diminishing visa barriers and the development of a low-cost, regional flight network.

Thailand is projected to enjoy continued, growing popularity with Asian travelers. Thailand waived visa requirements for Chinese tourists in 2023 and plans to do the same for Indian tourists starting in 2024. It has aggressively targeted the fast-growing Indian traveler segment, launching more than 50 marketing campaigns directed at Indians over the past decade. The investment may be paying off: Bangkok recently overtook Dubai as the most popular city destination for Indian tourists. 8 “Bangkok overtakes Dubai as top destination for Indians post visa relaxation, reveals Agoda,” PR Newswire, January 18, 2024.

A McKinsey ConsumerWise survey on consumer sentiment, conducted in February 2024, suggests that Chinese travelers are also exhibiting high interest in international travel, with 36 percent of survey respondents indicating that they intend to spend more on international travel in the next three months. 9 Daniel Zipser, “ China brief: Consumers are spending again (outside of China) ,” McKinsey, April 8, 2024. Much of this interest is directed toward regional destinations such as Southeast Asia and Japan, with interest in travel to Europe down from previous years. 10 Guang Chen, Zi Chen, Steve Saxon, and Jackey Yu, “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Given travelers’ preference for proximity, how can tourism stakeholders further capitalize on domestic and intraregional travel demand? Here are a few strategies:

• Craft offerings that encourage domestic tourists to rediscover local gems. Destinations, hotels, and transportation providers can encourage domestic tourists to integrate lesser-known cultural landmarks into their trips to visit friends and relatives. In France, the upscale hotel chain Relais & Châteaux markets historic properties that lie far from classic tourist sights—such as Château Saint-Jean in rural Auvergne—as a welcome escape from the bustle of Paris. In Mexico, the Pueblos Mágicos program has successfully boosted domestic tourist visits to a set of “magical towns” that showcase Mexican heritage.
• Fold one-off domestic destinations into fuller itineraries. Route 66 in the United States is a classic road trip pathway, which spurs visits to attractions all along the highway’s length. Tourism stakeholders can collaborate to create similar types of domestic itineraries around the world. For instance, Mexico has expanded on its Pueblos Mágicos concept by branding coordinated visits to multiple villages as “magical routes.” In France, local tourism boards and vineyards have collaborated to promote bucket list “wine routes” around the country.
• Make crossing borders into neighboring countries seamless. Removing logistical barriers to travel can nudge tourists to upgrade a one-off trip to a single attraction into a bucket list journey across multiple, less-trodden destinations. In Africa, for example, Ethiopian Airlines is facilitating cross-border travel to major regional tourist sites through improved air connectivity. In Asia, Thailand has announced its intent to create a joint visa easing travel among Cambodia, Laos, Malaysia, Myanmar, Thailand, and Vietnam.

Source markets are shifting

The United States, Germany, the United Kingdom, China, and France remain the world’s five largest sources of travelers, in that order. These countries collectively accounted for 38 percent of international travel spending in 2023 and are expected to remain the top five source markets through 2030. But interest in travel is blossoming in other parts of the world—causing a shift in the balance of outbound travel flows (Exhibit 3).

North Americans’ travel spending is projected to hold steady at roughly 3 percent annual growth. US consumers voice growing concerns about inflation, and the most cost-constrained traveler segments are reducing travel, which is affecting ultra-low-cost airlines and budget hotels. Most travelers, however, plan to continue traveling: McKinsey research suggests that American consumers rank international and domestic travel as their highest-priority areas for discretionary spending. Instead of canceling their trips, these consumers are adapting their behavior by traveling during off-peak periods or booking travel further in advance. Travel spending by Europeans paints a slightly rosier picture, with roughly 5 percent projected annual growth. Meanwhile, the projected 12 percent annual growth in Chinese travelers’ spending should anchor substantial increases in travel spending across Northeast Asia.

Alongside these enduring traveler segments, new groups of travelers are emerging. Eastern Europe, India, and Southeast Asia are still comparatively small source markets, but they are developing fast-growing pools of first-time tourists (Exhibit 4).

India’s breakneck GDP growth of 6 percent year over year is bolstering a new generation of travelers, 11 Benjamin Laker, “India will grow to become the world’s third-largest economy by 2027,” Forbes , February 23, 2024. resulting in a projected annual growth in travel spending of 9 percent between now and 2030. Indian air carriers and lodging companies are making substantial investments to meet projected demand. Budget airline IndiGo placed the largest aircraft order in commercial aviation history in 2023, when it pledged to buy 500 Airbus A320 planes 12 Anna Cooban, “Biggest plane deal in history: Airbus clinches massive order from India’s IndiGo,” CNN, June 19, 2023. ; that same week, Air India nearly equaled IndiGo’s order size with purchase agreements for 250 Airbus and 220 Boeing jets. IndiGo later added an order for 30 additional Airbus A350 planes, well suited to serving both domestic and international routes. 13 “Airbus confirms IndiGo's A350 aircraft order,” Economic Times , May 6, 2024. The Indian Hotels Company Limited is ramping up its hotel pipeline, aiming to open two new hotels per month in the near future. International players are not sitting on the sidelines: seven hotel chains are launching new brands in India in 2024, 14 Peden Doma Bhutia, “Indian Hotels expansion plans: 2 new brands launching, 2 hotels opening every month,” Skift, February 2, 2024. including Marriott’s first Moxy- and Tribute-branded hotels in India and entrants from Hilton’s Curio and Tapestry brands. 15 Forum Gandhi, “Check-in frenzy: International hotel giants unleash fresh brands in India’s booming hospitality landscape,” Hindu Businessline , February 13, 2024. Development focus has shifted away from major metropolises such as Mumbai and Delhi and toward fast-developing, smaller cities such as Chandigarh and Hyderabad.

Southeast Asian travel spending is projected to grow at roughly 7 percent per year. Pockets of particularly high growth exist in Cambodia, Malaysia, and the Philippines. To capitalize on this blossoming source market, neighboring countries are rolling out attractive visa arrangements: for example, China has agreed to reciprocal visa waivers for short-term travelers from Malaysia, Singapore, and Thailand. 16 Julienna Law, “China launches ‘visa-free era’ with Southeast Asia. Will travel retail boom?,” Jing Daily , January 30, 2024.

Travel spending by Eastern Europeans is expected to grow at 7 percent per year until 2030—two percentage points higher than spending by Western Europeans. Areas of especially high growth include the Czech Republic, Hungary, and Poland, where middle-class travelers are increasingly venturing farther afield. Major tourism players, including the TUI Group, have tapped into these new source markets by offering charter flights to warm-weather destinations such as Egypt. 17 Hildbrandt von Klaus, “TUI develops Czech Republic as a new source market,” FVW, December 22, 2023.

Although the number of travelers from these new source markets is growing, their purchasing power remains relatively limited. Compared with Western European travelers (who average $159 per night in total travel spending), South Asians spend 20 percent less, Eastern Europeans spend 40 percent less, and Southeast Asians spend 55 percent less. Only 3 percent of the current Asian hotel construction pipeline caters to economy travelers, suggesting a potential supply gap of rooms that could appeal to budget-constrained tourists.

While acknowledging that historical source markets will continue to constitute the bulk of travel spending, tourism players can consider actions such as these to capitalize on growing travel demand from newer markets:

• Reduce obstacles to travel. Countries can look for ways to strategically invest in simplifying travel for visitors from growing source markets. In 2017, for example, Azerbaijan introduced express processing of electronic visas for Indian visitors; annual arrivals from India increased fivefold in two years. Requirements regarding passport photocopies or in-person check-ins can similarly be assessed with an eye toward reducing red tape for travelers.
• Use culturally relevant marketing channels to reach new demographics. Unique, thoughtful marketing strategies can help destinations place themselves on first-time travelers’ bucket lists. For example, after the release of Zindagi Na Milegi Dobara , a popular Bollywood movie shot in Spain with support from the Spanish Ministry of Tourism, Indian tourism to Spain increased by 65 percent. 18 “ Zindagi Na Milegi Dobara part of syllabus in Spain colleges,” India Today , June 6, 2004.
• Give new travelers the tech they expect. Travelers from newer source markets often have access to tech-forward travel offerings. For example, Indian travelers can travel anywhere within their country without physical identification, thanks to the Digi Yatra app. The Southeast Asian rideshare app Grab has several helpful travel features that competitors lack, such as automated menu translation and currency conversion. Tourism stakeholders should consider how to adapt to the tech expectations of newer travelers, integrating relevant offerings that ease journeys.
• Create vibrant experiences tailored to different price points. Crafting lower-budget offerings for more cost-constrained travelers doesn’t need to result in giving them a subpar experience. Capsule hotels, in which guests sleep in small cubbies, began as a response to the high cost of accommodations in Japan, but they have become an attraction in their own right—appearing on many must-do lists. 19 Philip Tang, “24 of the best experiences in Japan,” Lonely Planet, March 23, 2024.

The places you’ll go: The destinations of the future may not be the ones you imagine

The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction (Exhibit 5).

A significant number of travelers are expanding their horizons, booking journeys to less visited countries that are near to old standbys. For instance, Laos and Malaysia, which both border Thailand—an established destination that is home to Bangkok, the world’s most visited city 20 Katherine LaGrave, “This is the world’s most visited city,” AFAR , January 31, 2024. —are up a respective 20 percent and 17 percent, respectively, in year-over-year international travel spending.

The world’s top ten destination countries currently receive 45 percent of all travel spending, including domestic-travel spending. But some new locales are gaining traction.

Several other countries that have crafted thoughtful tourism demand generation strategies—such as Peru, the Philippines, Rwanda, and Vietnam—are also expected to reap benefits in the coming years. Vietnam logged a remarkable 40 percent increase in tourism spending in the five years before the pandemic. Postpandemic, it has rebounded in part by waiving visa requirements for European travelers (while indicating intent to offer similar exemptions in the future for Chinese and Indian travelers). 21 Ashvita Singh, “Vietnam looks to offer visa-free entry to Indians: India report,” Skift, November 20, 2023. The Philippines has made a concerted effort to shift its sun-and-beach branding toward a more well-rounded image, replacing its long-standing “It’s more fun in the Philippines” tourism slogan with “Love the Philippines.” Peru is highlighting less visited archeological sites while also marketing itself as a top-notch culinary destination through the promotion of Peruvian restaurants abroad. Rwanda is investing in infrastructure to become a major African transit hub, facilitated by Qatar Airways’ purchase of a 60 percent stake in the country’s major airport. 22 Dylan Cresswell, “Rwanda plots ambitious tourism recovery,” African Business , July 28, 2022. Rwanda has also successfully capitalized on sustainable tourism: by charging $1,500 per gorilla trekking permit, for instance, it has maximized revenue while reducing environmental impact.

Tourism players might consider taking some of these actions to lure tourists to less familiar destinations:

• Collaborate across the tourism ecosystem. Promotion is not solely the domain of destination marketing organizations. Accommodation, transportation, and experience providers can also play important roles. In Singapore, for instance, the luxury resort Marina Bay Sands partners extensively with Singapore Airlines and the Singapore Tourism Board to offer compelling tourism offerings. Past collaborations have included flight and stay packages built around culinary festivals. 23 “Singapore Tourism Board, Marina Bay Sands & UOB partner to enliven Marina Bay precinct,” Singapore Tourism Board news release, January 25, 2024.
• Use infrastructure linkage to promote new destinations. By extending route options, transportation providers can encourage visitors to create itineraries that combine familiar destinations with new attractions. In Asia, Thailand’s tourism authority has attempted to nudge visitors away from the most heavily trafficked parts of the country, such as Bangkok and Phuket, and toward less popular destinations.
• Deploy social media to reach different demographics. Innovative social media campaigns can help put a destination on the map. Australia launched its “Ruby the kangaroo” campaign in China to coincide with the return of postpandemic air capacity between the two places. A video adapted for Chinese context (with appropriate gestures and a hashtag in Mandarin) garnered more than 20 million views in a single day on one of China’s largest social media platforms. 24 Nicole Gong, “Can Ruby the kangaroo bring Chinese tourists hopping back to Australia?,” SBS, June 5, 2023.
• Embrace unknown status. “Off the beaten path” messaging can appeal to widely traveled tourists seeking fresh experiences. Saudi Arabia’s “#WhereInTheWorld” campaign promoted the country’s tourist spots by acknowledging that they are less familiar to travelers, using a series of images that compared these spots with better-known destinations.

As tourism stakeholders look to the future, they can take steps to ensure that they continue to delight existing travelers while also embracing new ones. Domestic and intraregional tourism remain major opportunities—catering to local tourists’ preferences while building infrastructure that makes travel more seamless within a region could help capture them. Creative collaboration among tourism stakeholders can help put lesser-known destinations on the map. Travel tides are shifting. Expertly navigating these currents could yield rich rewards.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Steffen Fuchs, Steffen Köpke, Steve Saxon, Sophia Wang, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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Students and Graduates Program

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At Tourism Australia, we believe in developing talent and providing students with the opportunity to obtain valuable practical experience.

The Tourism Australia (Maggie White) Students and Graduates Program  gives Australian university students and graduates who are passionate about tourism and Australia the opportunity to gain valuable insights and skills in the tourism and marketing sector, working within various business units of Tourism Australia.

Our programs provide exceptional training within a fantastic supportive and collaborative environment.

About Maggie White

The program is named after Maggie White – one of Australian tourism’s most passionate advocates who sadly passed away in June 2015. Maggie was a much loved member of the travel industry and the Tourism Australia family, having worked with Tourism Australia and its forerunner, the Australian Tourist Commission (ATC), for close to 25 years.

Applications are now open. Apply here .  

Student and graduate stories

Tourism Australia’s Cadetship program enables students to take on a part-time role within the organisation whilst completing their degree. Students are then able to gain hands-on experience across various business units, giving them insight into the expectations of the type of work they may wish to gain future employment in.

Maddy Wright, Indigenous Cadet, Tourism Australia

Maddy Wright

• Role:  Indigenous Cadet
• Degree:  Bachelor of Aviation (Management)
• University:  University of New South Wales (UNSW)
• Business Units:  Consumer Marketing, Industry Events and People & Culture, International Operations

Tourism Australia’s cadetship program was a fantastic opportunity I came across online whilst searching for jobs to undertake while studying. This cadetship has allowed me to gain invaluable work experience and industry knowledge whilst completing my degree.

During my first year of interning I was exposed to several aspects of the organisation including campaign work in the Consumer Marketing Team; the largest trade show in the southern hemisphere (ATE) in the Industry Events Team; taking part in career expo stalls in the People & Culture Team and a couple staff committees including the Reconciliation Action Plan (RAP) committee and our 2017 staff conference committee. All of these things allowed me to get to know the people in the organisation and also immerse myself in the business side of the tourism industry.

I have been tasked with responsibilities such as researching information that could help with upcoming campaigns, implementing ideas from our RAP, using information systems relevant to the team’s needs, coordinating and publishing booklets for distribution at career expos and organising internal staff activities during NAIDOC Week.

This cadetship program has allowed me to ease my way into the workplace environment and have helped me develop positive working relationships with a variety of internal and external stakeholders. Without a doubt, I would recommend Tourism Australia’s programs to tertiary students because not only is it a great environment to be in but “There’s Nothing like Working at Tourism Australia”.

Jennifer Bismire, Indigenous Cadet, Tourism Australia

Jennifer Bismire

• Role:  Indigenous Cadet
• Degree:  Bachelor of Commerce (Marketing/Information Systems)
• Business Unit(s):  Marketing Strategy, Digital

The cadetship program at Tourism Australia (TA) was recommended to me by a friend. The overall process of obtaining this cadetship was really quite simple. I initially contacted the People & Culture team and after taking part in two interviews, I was successful in securing a cadet role here at TA.

I started my cadetship in the second year of my degree at UNSW and have been placed in the Research team. So far, I have been exposed to a couple of projects that have been launched within the Research team such as the High Value Traveller project and the Consumer Demand Project and I work with a lot of data, because what’s research without the data!

What I like so far at TA is that as a marketing student, I find the whole organisation very interesting and intriguing. I enjoy working at TA and look forward to not only progressing through to other teams but also developing my knowledge in the industry!

If I could give advice to students to obtaining a placement at TA, I would say that you should learn about the organisation before the interview process and know whether you really want to be a part of TA or not, by reading up on their values, goals, mission statement, etc.

Graduate Program

Tourism Australia’s Graduate program gives recent Australian university graduates the opportunity to gain the appropriate skills for the tourism sector, by working full-time within various business units of the organisation. It is typically a two-year contract designed to help graduates in their transition from university to the corporate world.

Jonathan Chim, Graduate, Tourism Australia

Jonathan Chim

• Role:  IT Graduate
• Degree:  Bachelor of Liberal Arts and Science
• University:  University of Sydney
• Business Unit(s):  Corporate Services, Information Technology

I came across the TA Graduate program in an online job search website. As a recent graduate, I’ve wanted to try out new experiences that allow me to learn and also work. During the placement process I was a bit nervous at the time especially when I was being interviewed by people who would ultimately be my managers. However, they eased me in during the placement and later revealed to be friendlier than I expected.

Currently, I’m working as an IT graduate in Service Desk. As an IT Graduate, my job goes twofold. First is to understand and learn from my peers from a wide range of IT fields. Another is to apply what I've learnt to the workplace. These could range from onsite technical support, setting up new computers for new users and keeping the system up and running.

What I like about my role at TA are the challenges that are thrown at me every day, both in fun and exciting ways. An example is, one day the mailing servers were down, and I'm trying to assure people that we're looking into it. The next day I'm at a staff conference trying to absorb what's going on. There is no such thing as a dreary day at TA!

My advice for students applying for a role at TA is to stay genuine, calm and controlled during the placement process. Have a read of the TA values and apply it to the placement process. Think of what you can bring not only to your position but to Tourism Australia. These can range from the things you've learnt, skills that you’ve acquired and attitudes that matches with the TA way. Ultimately, we're a fun, positive and innovative company with a friendly attitude to boot!

Georgie Johnson, Graduate, Tourism Australia

Georgie Johnson

• Role:  Consumer Marketing Graduate
• Degree:  Bachelor of Marketing and Communications
• University:  University of South Australia, Arnhem University (Netherlands), University of Malaya (Malaysia)
• Business Unit(s):  Consumer Marketing

I first heard of the Maggie White Graduate program after I met the former head of Global PR for Tourism Australia when I was living in Malaysia. As an aspiring marketing professional, I always believed it was important to be passionate about the product that you are in the job to sell - The thought of selling Australia was second to none.

The marketing graduate program allows you to rotate into different teams to experience various parts of the business. I am currently eight months in to my second TA placement with Global PR and Advocacy. Previously, I spent seven months in Digital Marketing and my next rotation will be with the Creative Campaigns team.

My tasks in PR include supporting and managing our Friends of Australia Advocacy Program as well as establishing and maintaining influencer relationships to support our campaigns globally. Alongside these talented storytellers, I develop key messaging and story angles to support Australia’s brand through media distribution channels in our international markets. I am also member of the United Taskforce and the Social Club (responsible for planning all things social at TA).

The best thing about working at TA are the people we work with, both in the organisation and the broader tourism industry. From contributing to new campaigns, to planning exciting events – there’s always something to be excited about at TA. The culture at TA is to challenge the norm, take risks and learn from failures. Day one on the job was the launch of our Super Bowl Campaign and the excitement hasn’t stopped since. 

Big, bold and colourful, Australia is utterly unique. From the outback to the coast, to the icons and the undiscovered, each destination has its own charm and character. Food, wine, nature, beaches, wildlife and genuinely friendly people - It’s a pretty good gig selling Australia to the world.

My advice for any aspiring Tourism Australia graduates is to be passionate. Your passion – for your field of work, for the things you love, and for Australia - is what I believe will be your biggest drawcard in securing a position at TA.

Internship Program

The Maggie White Students Internship Program at Tourism Australia is a vastly expanding program that assists students currently studying at university, to participate and take on core responsibilities in a business unit related to that of their degree and future aspirations. Linh Thai and Kitty Fitzgerald are both students currently undertaking an internship at Tourism Australia’s Head Office in Sydney.

Linh Thai, Intern, Tourism Australia

• Role:  Marketing Strategy Intern
• Degree:  Bachelor of Management
• University:  University of Technology (UTS)

Linh is a Marketing Strategy intern, studying a Bachelor of Management, majoring in Tourism and Marketing at the University of Technology Sydney. Having aspired to promote and showcase Australian destinations since starting university, Linh has now had the opportunity to gain skills in data analysis and observe interesting facts and information that has helped her participate in the research and work on ‘The Consumer Demand Project’ and ‘The High-Value Traveller’ consumer profile.

Tourism Australia has given Linh the opportunity to learn practical skills in a field in which she intends to develop a career in, and recommends Tourism Australia, if appropriate to the career field of choice, for those considering applying for work experience while at university.

Kitty Fitzgerald, Intern, Tourism Australia

Kitty Fitzgerald

• Role:  People and Culture Intern
• Degree:  Bachelor of Arts
• University:  University of Sydney (USYD)

Kitty Fitzgerald is a People & Culture intern, studying a Bachelor of Arts, with a double major in Psychology and Legal Studies at the University of Sydney. Her driving enthusiasm to work alongside people that are passionate about promoting such an extraordinary and opportunistic destination such as Australia, enabled Kitty to secure an internship position at Tourism Australia.

Along with her team, Kitty’s role considers the importance of workplace relations and helps reassure progressive change within the organisation. Tourism Australia has supported Kitty in her professional development, teaching her the importance of voicing opinions and inspiring change.

The multiplicity of projects she has worked on includes; the Reconciliation Action Plan, parental leave handbooks, and recruitment strategies. Kitty sees the work environment as inclusive, vibrant and incredibly hard-working, and would recommend Tourism Australia for prospective interns and graduates.

Frequently asked questions

Successful applicants will have the opportunity to work alongside experienced industry professionals to gain insights and pivotal skills in the tourism and marketing sector. Placements are available in various business units within Tourism Australia’s Sydney office that align with and complement applicants’ studies and careers interests. These include:

• Business Events:  promotes Australia as a business and major events destination.
• Corporate Communications:  manages the internal and external communications for Tourism Australia and with other government bodies.
• Global Insights:  manages a comprehensive international and domestic market research and analysis program and generates insights about customers and markets for use in the strategic decision making process.
• Consumer/Brand Marketing:  provides strategic direction to Tourism Australia in the ongoing development of the brand, as well as taking a leadership role in guiding our consumer marketing and brand strategies.
• Digital Marketing
• Event Management
• International Operations:  supports the development and implementation of marketing activities across the world, including aviation development projects managed.
• Global Public Relations:  Our team works with our global PR network and the Australian tourism industry to generate editorial coverage about Australia in the world's media channels and through advocacy programs. As Tourism Australia's story teller, we are responsible for generating news and advocacy across traditional and digital channels.
• Corporate Services:  providing practical experience for Business, Law, Commerce students in the areas of Human Resources, Finance, Technology and Legal.

Please ensure you specify your area of interest when you submit your application.

The Tourism Australia (Maggie White) Students and Graduates Program provides a range of internship, cadetship and graduate program opportunities to Australian university students and recent graduates who are passionate about tourism and Australia.

The programs include:

• Internship placements Tourism Australia offers internships to undergraduate and postgraduate university students who are required to undertake a work experience placement as part of their course curriculum. The duration of the internship should be for no longer than the maximum period as required by the student’s course, and if relevant will be extended. During their placements, interns will be given practical experience relevant to their study in a dynamic and progressive work environment. Internships are available at Tourism Australia in business units that align with the student’s course units, enabling them to gain professional workplace skills and an increased understanding of work principles related to their study.
• Indigenous Cadetships The Indigenous Cadetship is an initiative which provides assistance and paid work placement opportunities for Aboriginal and Torres Strait  Islander students. It’s a great opportunity for undergraduate students currently enrolled in a full time degree to work on exciting projects in a supportive and collaborative work environment. Cadets will be offered career development opportunities and on-the-job training with real responsibility from day one. Our Indigenous Cadetship program is offered by the Indigenous Cadetship Support Program (ICS) under the Department of the Prime Minister and Cabinet. The first step in applying for a cadetship is to register with ICS. This can be done online through the ICS Website www.ics.employment.gov.au
• Professional Cadetships Tourism Australia provides paid opportunities for students who are studying Marketing, Business or Communications related disciplines, or who have qualifications in these fields, through our Professional Cadetship program. The Cadetship is a unique and rewarding program, which provides candidates with practical training and the opportunity to develop skills relevant to Tourism, Marketing, Communications and Research (marketing based). We are looking for applicants who are motivated and have good communication and leadership skills. The Cadetship is open to graduates who need to fulfil 12 months’ work in industry as part of their course requirement, as well as recent graduates with a qualification.
• Graduate Program Tourism Australia’s Graduate Program provides students with the opportunity to obtain valuable practical experience with a leading global marketing organisation. Our program provides exceptional training within a supportive and collaborative environment. The program is offered on a one-year paid fixed term engagement. There will be an intake of two graduates per year depending on business needs. Graduates need to be committed to their own development and determined to make the most of the learning opportunities Tourism Australia offers. Tourism Australia encourages Aboriginal and Torres Strait Islanders with relevant university qualifications and those nearing graduation to apply for a position in the Graduate Program.

Yes. If you meet the relevant criteria, you can apply for our Graduate Program or Professional Cadetship.

We only accept current students studying at Australian universities. The program will also need to be aligned to your studies.

Please check at the top of this page for specific application dates.

When applications are open, information about completing and submitting an application will be available on this page.

The standard recruitment process* for positions in Tourism Australia’s Students and Graduates program is as follows: 

• Apply online through the advertised channel a) Upload your resume, cover letter, current academic transcript, and current right to work documents (valid passport or birth certificate and valid driver’s licence).
• You will be invited to complete an online aptitude test.
•   Once you have completed and passed the test, you will be contacted for a phone interview. This interview will assist us to establish whether you meet our  minimum requirements.
•   Tourism Australia will review all candidates who have successfully passed the test and phone interview. If you have the right skillset and would be a good candidate for one of our positions, we will invite you to attend a first interview.
• If after the first interview you’re shortlisted for a role you will be: a) (Graduates) invited to a panel interview. If successful, you will then be offered a role in one of Tourism Australia’s business units. b) (Students) offered a placement within a Tourism Australia business unit that is relevant to your area of study or that meets our business requirements at the time. 

*Process may vary according to position.

• Gaining experience and insight into the marketing and research in the tourism industry
• Working with smart and passionate people
• Parental leave Innovative digital products
• Competitive superannuation
• Learning and development opportunities
• Health and wellbeing program
• Work with Indigenous tourism products
• Global exposure

The program is named after Maggie White – one of Australian tourism’s most passionate advocates who sadly passed away in June 2015. Maggie was a much loved member of the travel industry and the Tourism Australia (TA) family, having worked with TA and its forerunner, the Australian Tourist Commission (ATC), for close to 25 years. Among many other achievements, she will be remembered for her work spearheading the ATC’s international marketing efforts to successfully leverage Australia’s hosting of the Sydney 2000 Olympic Games. Maggie was instrumental in growing awareness of and visitation to Australia from across South East Asia and India.

Before commencing a placement, personal insurance coverage must be provided through the education institution in which the you are enrolled as a student.

If you have any further queries about the program, please  email the team .

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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.

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