Jan 20, 2026
This week’s Wednesday Webinar featured Garrett Tyler-Parker from Tourism Research Australia (TRA), who shared actionable insights on agritourism, accessible tourism, and adventure travel, highlighting trends that could inform New York’s tourism strategies.
Accessible Tourism: A Growing Opportunity
Garrett emphasized the size and economic importance of accessible tourism. In 2024, one in five trips in Australia included a traveler with accessibility needs, contributing $29.2 billion—or 17% of total tourism spend. Key needs include chemical sensitivities, mental health considerations, and mobility support. Accessible travelers are more likely to travel with companions, stay in caravan parks or campgrounds, and spend extended time in regional areas. Garrett noted that providing accessible information and services can significantly influence travelers’ decisions, especially during the “dream plan” phase.
Agritourism Trends and Regional Impact
Agritourism is increasingly popular across demographics. In Australia, about one in 20 trips involved an agritourism activity, generating $20 billion in tourism spend. Travelers engaging in agritourism also participate in other activities—dining, sightseeing, and visiting markets—producing a broad positive impact on local economies. The U.S. ranks third among international markets for agritourism in Australia, with visitors particularly drawn to breweries and distilleries.
Adventure and Cycle Tourism
Cycle tourism continues to grow, with domestic travelers leading in participation and international visitors contributing most to overall spend. Key segments include road cycling, mountain biking, and rail trail exploration. Adventure travelers are more likely to engage in complementary activities, supporting multiple tourism sectors.
Measuring Tourism Beyond Economics
Garrett introduced TRA’s Longitudinal Indicators for the Visitor Economy (LIVE) framework, which evaluates tourism performance across economic, social, environmental, and governance metrics. The dashboard provides insights such as visitor density and first-time visitation to guide sustainable tourism development.
Looking Ahead
Attendees were encouraged to consider how these trends—accessible tourism, agritourism, and adventure travel—can be leveraged in New York. TRA’s insights provide a model for measuring success beyond revenue, emphasizing regional benefits and visitor experience.
Thank you again to Garrett for presenting, as well as everyone who attended! You can view the recording above, and access the slide deck here.
About the NYSTIA Wednesday Webinar Series:
Back by popular demand, NYSTIA is once again hosting a free, weekly virtual workshop series in an informal, "coffee and conversation format. All are welcome to join and send invitations to your friends and colleagues! Each webinar is recorded and archived for post-event access.
Next Week: Turning Data Into Destination Growth with Jamie Mageau, Head of Advisory Services and Sally Donovan, Client Relations Lead at Rove. Learn More & Register