Marketing leads, CMOs, and business owners across the tourism and travel sectors are being called upon to help guide industry operators through what many are predicting to be a turbulent year in 2026.
The FY26 Marketing Roadmap: The Rocky Road Ahead survey (CLICK HERE to view) has been crafted by marketing and creative agency Scooter to gain a clearer picture of how the industry is approaching their marketing strategies in FY26.
The aim of the feedback will be to build a clearer picture of the challenges faced within travel and tourism, the strategies marketing departments are prioritising, and where opportunities may exist.
From boutique hotels and local attractions to cruise operators and major venues, the insights will offer a crucial benchmarking tool and planning guide for those leading the charge in one of Australia’s most economically vital sectors.
“Marketers are being asked to do more with less, and fast,” said Misha Horsnell, Marketing Director at Scooter.
“This survey is about helping tourism businesses face FY26 with clarity, confidence and connection, so no one feels they’re planning in isolation.”
A full report using the survey’s insights will be available from Jun, providing real-world insights that are applicable to FY26 strategies, covering everything from channel planning and resourcing to shifting consumer behaviour and ROI expectations.
Complete the short seven-minute travel and tourism survey HERE and help create a more informed future for everyone.
