Victoria and the Other Australian Destinations are Now Competing for Tourism Town Honours and New Travel Appeal

Baydahi Roy

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The Australian government has named 17 finalists for the Tourism Town Awards. These finalists represent regional areas spread across six states and have positioned those regional areas in the spotlight when considering travel to Australia. Each finalist earned a Gold prize at their respective state events. The program is open to larger and smaller towns, communities, and even locations that have fewer than 1,500 residents. The winners will be announced at Parliament House in Canberra on September 15, 2026. While the recognition will not encourage growth through funding or improved transport, it is hoped that this will inspire Australians to take more domestic and regional holidays. This report will cover the finalists, selection process, tourism data, anticipated traveler impact, and the next steps.

Australia’s Tourism Town Competition Reaches the National Stage

Australia’s 2026 Tourism Town competition honours regional communities that deliver strong visitor experiences. Each national finalist first won Gold in an eligible state or territory contest before advancing automatically. Destination submissions, public votes, online visitor reviews and industry judging shape the final assessment. Eligible entrants include accredited visitor centres, councils and certified tourism associations. Entries have now closed, with the Tourism Town winners due to be announced at Parliament House in Canberra on 15 September 2026. The Northern Territory has no finalist because it submitted no entries this year.

Top Five Tourism Town Finalists to Watch in Australia

Australia has 17 national Tourism Town finalists across three population-based categories. However, the official shortlist does not rank them from first to seventeenth. The following five destinations represent coastal, heritage, wine, nature and remote Australian travel experiences. Their inclusion in this Tourism Town overview does not constitute an official ranking.

These five finalists demonstrate the range of experiences within Australia’s 2026 Tourism Town competition. Kiama represents coastal New South Wales, while Kununurra highlights remote Western Australia. Tanunda adds wine-region appeal, Airlie Beach represents tropical coastal travel, and Port Arthur strengthens the shortlist’s heritage offering.

They are not the competition’s five official leaders. All 17 destinations remain in contention within their respective categories. The national winners will be announced at Parliament House in Canberra on 15 September 2026. Until then, every listed destination holds equal national finalist status.

Kiama Brings Coastal Travel into Australia’s Tourism Town Spotlight

Kiama represents New South Wales in the Top Tourism Town category for communities above 5,000 residents. The coastal town combines natural landmarks, beaches, walking routes and accessible regional travel experiences.

• Award position: Kiama won Gold in its state competition before reaching the national final.
• Main attraction: The Kiama Blowhole is a sea-cliff cavern that can project seawater more than 20 metres into the air under suitable conditions.
• Coastal walking: The Kiama Coast Walk passes beaches, headlands, volcanic rock formations and coastal viewpoints.
• Heritage appeal: Kiama Lighthouse, built in 1887, stands at Blowhole Point and adds a historic element to the coastal landscape.
• Visitor market: The town can serve day visitors, weekend travellers, families and longer-stay coastal tourists.
• Tourism businesses: Increased visibility may support accommodation, cafés, restaurants, attractions and local retailers.
• Accessibility: Viewing areas and short coastal attractions can suit different visitor groups, although travellers should check individual access conditions.
• Limitation: Finalist status does not guarantee higher bookings, additional funding or new transport services.
• What happens next: Kiama will compete against five other destinations in the Top Tourism Town category.

Kiama’s finalist position reflects its mix of natural scenery, coastal recreation and established visitor facilities. Its national recognition could strengthen regional travel interest, but the final result will only be confirmed in Canberra on 15 September 2026.

Kununurra Opens the Door to Remote Western Australia Travel

Kununurra represents Western Australia in the Top Tourism Town category. It acts as an eastern gateway to the Kimberley and supports journeys involving waterways, rugged landscapes, wildlife and remote-area touring.

• Award position: Kununurra advanced after winning Gold in its state-level competition.
• Regional role: The town provides an important base for exploring the East Kimberley.
• Lake Argyle: The large reservoir lies about 70 to 75 kilometres from Kununurra, depending on the route and starting point.
• Water experiences: Official destination information highlights cruises, kayaking, paddleboarding and boat hire around Lake Argyle.
• Nature tourism: The area supports birdwatching, wildlife observation and landscape-based travel.
• Nearby national park: Mirima National Park lies close to the town and contains distinctive rock formations and walking opportunities.
• Transport considerations: Visitors may need flights, private vehicles or organised tours because of the region’s scale and remote setting.
• Seasonal planning: Heat, rain and road conditions can affect travel across northern Western Australia.
• Local impact: Greater attention may support guides, accommodation providers, food outlets and tour services.
• Limitation: The award creates no automatic road improvement, flight increase or visitor infrastructure investment.

Kununurra gives the national shortlist a strong outback and nature-based dimension. Its success could raise interest in East Kimberley journeys, although visitors must plan carefully around distance, climate, transport and seasonal access.

Tanunda Strengthens South Australia’s Wine and Heritage Tourism

Tanunda represents South Australia in the Top Tourism Town category. Located in the Barossa, it combines wine tourism, regional food, heritage buildings and countryside experiences within an established visitor region.

• Award position: Tanunda secured state Gold before entering the national competition.
• Population category: It competes against other destinations with populations above 5,000.
• Wine tourism: Official destination information describes Tanunda as being surrounded by prominent Barossa wineries.
• Food experiences: Local produce, restaurants, tastings and regional food form an important part of the visitor offering.
• Cultural identity: The town’s buildings, streets and surrounding settlements provide a visible connection with local heritage.
• Visitor services: Travellers can access accommodation, dining, visitor information and organised regional experiences.
• Itinerary value: Tanunda can operate as a base for exploring other Barossa communities and attractions.
• Responsible travel: Visitors should arrange safe transport when taking part in alcohol-based experiences.
• Economic potential: National exposure may support wineries, accommodation, restaurants, retailers and tour providers.
• Limitation: Finalist recognition does not guarantee increased demand or investment.

Tanunda demonstrates how food, wine and cultural heritage can work together within a regional travel economy. The national competition may widen its visibility, but its final position will depend on the complete assessment process.

Airlie Beach Carries Queensland’s Coastal Tourism Ambitions

Airlie Beach represents Queensland in the Small Tourism Town category for populations between 1,500 and 5,000. It is a mainland base for exploring the Whitsundays and nearby marine environments.

• Award position: Airlie Beach reached the national stage after taking Gold in Queensland.
• Regional gateway: The town is a recognised departure point for Whitsunday island and reef experiences.
• Marine tourism: Common activities include sailing, cruising, snorkelling, diving and organised island visits.
• Mainland experiences: Beaches, coastal areas, the public lagoon and nearby rainforest environments broaden its appeal.
• Accommodation: The destination offers different accommodation styles for budget, family and higher-value travel.
• Visitor market: Airlie Beach serves domestic tourists, international visitors, families, couples and adventure travellers.
• Travel planning: Marine departures can change because of weather, safety conditions or operational requirements.
• Environmental responsibility: Visitors should follow reef protection rules and instructions from authorised operators.
• Local impact: Increased recognition may benefit accommodation, dining, retail, transport and marine-tourism services.
• Limitation: The award does not create new ferries, flights, tours or guaranteed availability.

Airlie Beach gives the finalist list a strong tropical and marine travel component. Its role as a Whitsundays gateway supports broad visitor demand, but travellers must confirm weather, departure schedules and accommodation before arrival.

Port Arthur Places Tasmanian Heritage at the Centre of the Awards

Port Arthur represents Tasmania in the Tiny Tourism Town category for communities below 1,500 residents. Its tourism identity centres on heritage, historical interpretation and the dramatic landscapes of the Tasman Peninsula.

• Award position: Port Arthur won state Gold before progressing to the national final.
• Global heritage status: The historic precinct forms part of the UNESCO-listed Australian Convict Sites.
• Historic scale: The precinct contains more than 30 historic buildings and ruins across approximately 40 hectares.
• Recommended visit: Official visitor guidance suggests allowing at least three to four hours, while many people spend half a day or longer.
• Access from Hobart: Port Arthur is about 95 kilometres from Hobart and normally takes around 90 minutes by road.
• Natural surroundings: The wider Tasman Peninsula includes cliffs, coastal formations, walking routes and protected landscapes.
• National park access: Some nearby experiences require park passes, bookings or compliance with safety conditions.
• Road safety: Night driving requires caution because wildlife may be present on regional roads.
• Local benefit: Recognition may support heritage tourism, accommodation, food services, guided experiences and regional touring.
• Limitation: National finalist status does not guarantee funding, visitor growth or expanded transport.

Port Arthur adds globally significant heritage to the 2026 shortlist. Its combination of historical interpretation and coastal landscapes creates a distinctive visitor experience, while careful conservation remains essential as tourism attention grows.

Tourism Town Recognition Arrives During Strong Travel Activity

The awards arrive during a significant period for Australia’s visitor economy. Official tourism intelligence recorded 405.4 million trips across domestic overnight, domestic day and international travel during the year ending March 2026. Combined spending reached A$197.9 billion, up 10% from the preceding year. Domestic travellers made 113.1 million overnight trips and spent A$107.6 billion. Overnight trip numbers declined by 2.3%, while spending increased by 0.7%. This suggests that financial growth did not come from higher trip volume alone. Prices, trip length, accommodation choices and visitor purchasing patterns can all influence total expenditure.

Domestic day travel recorded stronger numerical growth. Australians made 283.2 million day trips during the year ending March 2026, an increase of 9%. Spending reached A$49.4 billion, rising 27%. During the March quarter alone, residents completed 71.2 million day trips and spent A$13 billion. Holidays accounted for 36.8 million trips, or about 51.7% of the quarterly total. Visiting friends and relatives represented 21.7 million trips, or 30.5%, while business accounted for 5.1 million, or 7.2%. These figures show why national exposure may matter to accessible regional destinations serving short breaks and day visitors.

Tourism Town Visibility Sits Within an A$81.1 Billion Economy

Official national accounts valued tourism’s direct contribution to the Australian economy at A$81.1 billion during 2024–25. This represented 2.9% of national economic activity. Tourism gross domestic product increased by 3.8% in current prices, while real growth after price effects was 0.7%. Tourism consumption reached A$211.1 billion, rising by A$7 billion or 3.4%. International visitor spending generated 55% of that annual growth. Accommodation and food-service consumption increased by A$2.3 billion, while food and drink spending rose by A$1 billion. This economic strength provides important context for every Tourism Town finalist.

Tourism supported 696,000 filled jobs during 2024–25, equal to 4.4% of all filled jobs, or roughly one in 23 positions. By the March quarter of 2026, the total had reached 726,800, representing 4.5% of national filled jobs. Employment was 29,500 positions higher than one year earlier, marking 4.2% annual growth. However, it was 8,200 jobs lower than in the December quarter, a quarterly decline of 1.1%. Tourism Town recognition matters within this labour market, but finalist status cannot be directly linked to a specific number of jobs.

What the Finalist List Means for Travellers and Communities

National recognition can help unfamiliar destinations enter travellers’ consideration. The shortlist may encourage residents to plan regional holidays, coastal breaks, heritage visits and road journeys. It can also help disperse travellers beyond major capitals. Greater attention may benefit accommodation, restaurants, attractions, guides and local retailers when it converts into confirmed visits. Finalist status can strengthen destination branding because each community has already won a state-level competition. However, the award does not independently verify every hotel, restaurant, attraction or tour. Travellers should continue checking current reviews, official notices, accessibility and booking conditions.

Smaller destinations may face capacity limits if attention rises quickly. Some communities have fewer rooms, limited public transport, restricted opening hours and long distances between services. Seasonal weather can also affect roads, marine activities, walking routes and access to natural areas. Official quarterly reporting identified cyclones, flooding, bushfires, higher fuel prices, supply shortages and flight disruption as factors affecting Australian tourism in early 2026. These pressures did not affect every finalist equally. Nevertheless, they demonstrate why travellers should verify transport and weather information before leaving, particularly when visiting remote or environmentally sensitive areas.

Important planning points include:

• National winners will be announced in Canberra on 15 September 2026.
• All 17 finalists previously won Gold in their state competitions.
• The shortlist covers three categories based on resident population.
• Finalist recognition introduces no compulsory visitor fee.
• The awards create no new airline, railway, coach or ferry service.
• Travellers should confirm accommodation before visiting during busy periods.
• Road users should check distance, fuel access, weather and road conditions.
• Attraction hours and guided-tour schedules may change by season.
• Visitors should follow official environmental and heritage-site rules.
• Travellers with access needs should confirm facilities directly before booking.

Accessible travel also deserves attention. Official research estimated 18.5 million domestic trips by travellers with disabilities or access needs, including people accompanying them, during the June quarter of 2023. Their combined travel value reached A$6.8 billion, representing 21% of domestic tourism spending in that quarter. This shows that accessibility is economically significant, not a minor visitor issue. Finalist recognition does not confirm that every destination or business provides step-free entry, accessible transport, suitable rooms or adapted experiences. Travellers should therefore request precise information rather than relying on a general destination award.

What Happens Next for the Tourism Town Finalists

Right now, Australians are looking to Canberra. The result winners of the three population based categories will be published on the 15th of September, 2026. For now, the 17 communities are still national finalists. The Regional Visibility and Tourism Town award will likely enhance regional tourism, possibly even increasing road trips and supporting local tourist economies, but will not offer any funding and will not increase demand. Travellers will still need to organize their accommodations and transport, accessibility, check the conditions, and the weather. The awards will bring no changes to the visa, passport, or borders zones. There will be no changes to the rules for international travelers. Domestic travelers may be asked to present identification when using any form of transport to a regional destination.