Ten great destinations that want more tourists (and five that don’t)

In 2006, Tourism Australia released an advertising campaign to attract foreign tourists – a campaign that would soon become famous across the globe, though for all the wrong reasons.

The TV ad featured plenty of attractive faces in gorgeous locations, and wrapped up with model Lara Bingle standing before a backdrop of glorious Australiana, smiling at the camera and posing a question to potential visitors around the world: “Where the bloody hell are you?”

The ad was met with bafflement in some places, and it was banned from TV in others. It was parodied by everyone from The Chaser to former British prime minister Tony Blair.

It also boldly stated a question plenty of tourism boards around the world probably ask themselves as they tally up their visitor numbers each year. Where the bloody hell are you?

Because while some destinations receive an incredible number of tourist visits, to the point where it’s a serious problem, others are crying out for more attention. They need more visitors.

These are some of the greatest destinations on the planet too, though they may have fallen on hard times recently, or just slipped from fashion for one reason or another.

Still, if you’re looking for a place to go on your next holiday, why not go somewhere that really wants you? Somewhere you won’t be doing damage, but rather helping to restore an economy and help a good place prosper?

The following countries are asking that famous question from the Tourism Australia campaign – and you have the answer.

Taiwan

Why they want us Taiwan chose to weather the pandemic storm with the strictest possible measures, and didn’t reopen to tourism until October, 2022. That, coupled with friction with China, led to a modest number of visitors in 2023, something local authorities have sought to counter by offering cash rewards for foreign tourists.

Why go That’s right: free money. Taiwanese authorities are offering 500,000 foreign visitors over three years an $NT5000 ($244) incentive, redeemable on a pre-paid card or as an accommodation voucher. Even if you aren’t one of the lucky ones, this is still a small country with a lot to offer, from natural attractions to city life.

See + do Taipei is the obvious beginning and end to any journey here, a city rich with gastronomic culture, plus a host of excellent museums and temples, and the Taipei 101 tower. Elsewhere in Taiwan, Taroko Gorge is spectacular, the city of Kaohsiung has quirky museums and unique architecture, and countryside temples abound.

Don’t miss Make time for a trip out to Penghu, an archipelago of 90 tropical islands that will make you think you’ve been transported to the Maldives.

Make it happen Taiwan is accessible by direct flight from major Australian ports. The weather is best between March and June. See eng.taiwan.net.tw for tourism information, and 5000.taiwan.net.tw to apply for the cash incentive.

Cambodia

Why they want us This is one of those countries that relies heavily on tourism to support its economy and provide livelihoods for its citizens. It’s also one that is still feeling the effects of the pandemic: visitor numbers are still down on 2019 levels. Cambodia is open for business, and it would love to see you.

Why go You can help support that tourism industry, of course, and bring tourist dollars to a place that needs it. This is also an ideal time to visit a few world-famous monuments and other sites without the bulk of the crowds who are sure to soon return.

See + do Though Cambodia is famously the home of the Temples of Angkor, and they are legitimately spectacular, there are so many more reasons to visit this country. Check out the rapidly changing capital, Phnom Penh, the beauty of the southern islands, the rugged charm of Kampot, and the untouched joy of Mondulkiri.

Don’t miss It’s obvious, but Angkor Wat is unmissable. This is the largest religious structure in the world, built in the early 12th century, and it is a true testament to the power of the Khmer Empire.

Make it happen Cambodia is accessible from major Australian capitals via South-East Asian hubs such as Singapore, Kuala Lumpur and Bangkok. Visit between November and May. See tourismcambodia.org

Sri Lanka

Why they want us Not so long ago, Sri Lanka was a firm favourite for Australian travellers seeking an island destination with cultural attractions that still felt a little off the beaten track. Sadly, however, Sri Lanka fell into economic and political crisis in 2022, and associated protests have lingered, as has the idea that the country is no longer safe, causing visitor numbers to drop well below pre-pandemic levels.

Why go The Sri Lankan economy has stabilised in the past 12 months, and the country is again welcoming tourists. Smartraveller rates it as yellow, “exercise a high degree of caution”. Now is a fantastic time to visit Sri Lanka, to see popular cultural sites with a fraction of the crowds, and to bring much-needed revenue into the country.

See + do Most visitors to Sri Lanka will explore the fort town of Galle, enjoy the buzz of Colombo, head into the highlands to visit Kandy, and visit archaeological sites in the likes of Sigiriya, Dambulla and Polonnaruwa. In the far north, Jaffna is also worth a visit.

Don’t miss Be sure to arrive hungry in Sri Lanka, because the food is incredibly good, and affordable. Many simple “rice and curry” restaurants serve some of the finest and spiciest cuisine on the planet.

Make it happen Sri Lanka is accessible from Australia either direct, with SriLankan Airlines, or via South-East Asian and Indian ports. Visit from December to March, when the weather is best. See srilanka.travel

Timor-Leste

Why they want us The fraught recent history of Timor-Leste is probably familiar to Australians, given this is such a close neighbour (just a 1.5 hour flight from Darwin). This country’s tourism industry is in its infancy; however, visitors are very much welcome, and will help to boost the tiny nation’s economy.

Why go Timor-Leste is the perfect destination for those happy to rough it a little, and to be one of the pioneers of a nascent industry. Feel comfortable in the knowledge your money is going to a good place, and the travel experience will be unforgettable.

See + do You won’t find many typical tourist attractions in Timor-Leste. This is more a place to immerse yourself and enjoy. Journeys here begin and end in the capital, Dili, where there are night markets and an impressive museum dedicated to East Timorese Resistance. Elsewhere, Timor-Leste has gorgeous out-islands, rock art caves, hot springs and coffee plantations.

Don’t miss All visitors to Timor-Leste should call through the Centro Nacional Chega, a museum set in a Portuguese-era prison, where photos and panels tell the story of the fight for independence.

Make it happen Get to Timor-Leste via a 1.5-hour flight from Darwin. Visit in the cool, dry months of May to November. See timorleste.tl

Peru

Why they want us Peru was once the darling of the adventure travel set, a vibrant destination that offered the obvious attraction of Machu Picchu, combined with Andean culture, hiking opportunities and many historic sites. However, as soon as pandemic closures were lifted, a wave of violent political protests swept Peru and the country has struggled to attract tourists since.

Why go Those protests – with the exception of the Puno region – have subsided, and there have been no issues in almost a year. Peru also still boasts all those attractions listed above, plus its food scene has gone stratospheric in the past few years.

See + do Even for those who have visited Peru, and Machu Picchu, there is much to explore here, from the mystical Nazca Lines, to the rugged beauty of Colca Canyon, the buzz of cities such as Cusco and Arequipa, and the wilds of the Amazon. Incan sites such as Choquequirao are also well worth exploring.

Don’t miss Eat lunch at Mil (milcentro.pe), the restaurant run by star Peruvian chef Virgilio Martinez, high in the Andes near Cusco. The skill and creativity on display here is mind-boggling.

Make it happen Visit Peru from Australia either via Santiago in Chile, or Los Angeles in the US. High season is May to September when hiking conditions are best. See peru.travel

Albania

Why they want us Tourism is a potential saviour for Albania. The country’s economy struggles to keep pace with more prosperous neighbours and many young Albanians want out. The country sees an increase in tourism as a win-win, boosting the economy and providing employment for 18 to 25-year-olds.

Why go Your money is going where it’s needed if you decide to visit Albania. But it’s not just the feel-good factor that should draw you here: this is a country with incredible natural beauty, from beaches to mountains and forests, as well as a unique history and a burgeoning modern culture.

See + do Many holidaymakers will be drawn to the coastline, the Albanian Riviera, which offers much that the likes of Greece and Croatia also boast, but at a fraction of the cost. Those with time, however, should head into the mountainous interior, where there are 15 national parks and many hillside villages, or soak up the buzz of the capital, Tirana.

Don’t miss In Albania’s far south, Butrint has been inhabited since prehistoric times, and has been a base for ancient Greeks and Romans. It’s also a UNESCO World Heritage site.

Make it happen Travel to Albania from Australia via Dubai with Emirates (emirates.com). High season is summer, though autumn and spring are also pleasant. See albania.al

Kenya

Why they want us Though some countries had an almost immediate bounce-back in tourist numbers after the lifting of pandemic restrictions (the likes of Greece, Italy and Japan have surpassed 2019 levels), other destinations such as Kenya have struggled to recover. Tourism is vital to the Kenyan economy. It helps out not only with employment, but also in the upkeep and long-term survival of Kenya’s game parks and animal protection programs.

Why go There’s so much to love about this country, from the majesty of parks such as the Maasai Mara, Amboseli and Lake Nakuru, to ancient cultures, to islands and beaches. Kenya has also recently streamlined its visa process in a push to attract more international visitors.

See + do Game viewing is a huge draw in Kenya, and many safari lodges cater to most budgets, from the spectacular Ol Donyo Lodge in Amboseli (greatplainsconservation.com) to the more modestly priced Crocodile Camp in the Maasai Mara (maasaimarakenyacamp.com). Elsewhere, soak up history and natural beauty in Mombasa.

Don’t miss Kenya bills itself as the cradle of humanity and the Lake Turkana national parks are rich with fossils, not to mention wildlife viewing opportunities.

Make it happen Kenya is accessible from Australia via Dubai or Johannesburg. July to October, the dry season, is best for a visit. See kenyatourism.in

Rwanda

Why they want us Rwanda isn’t exactly mainstream. This central African nation can appear remote and tricky to access, while memories of the 1994 genocide remain strong. Rwanda has few natural resources; however, it’s working hard to build on a growing tourism sector.

Why go You’ve heard of mountain gorillas, right? This is one of only three countries in the world where you can see these magnificent animals in the wild (along with Uganda and the Democratic Republic of Congo), and with Rwanda rated green, “Exercise normal safety precautions” by Smartraveller, it makes a lot of sense as a destination.

See + do There’s more to this country than just gorillas. Tourists here can enjoy “big five” game viewing in Akagera National Park, the liveliness of Kigali (where you’ll find the moving Genocide Museum and Memorial), the beauty of Lake Kivu, and the rugged joy of the forested Nyungwe National Park.

Don’t miss The gorillas, of course. This is a life-changing experience. The mountain gorillas live in Volcanoes National Park, and can only be viewed as part of a guided safari, with a permit.

Make it happen Rwanda is accessible from Australia via Doha. The best seasons for gorilla viewing are June to September, and December to February. See visitrwanda.com

United States

Why they want us This may sound an odd inclusion, but visitor numbers to the US from Australia are still vastly down on pre-pandemic levels, and this is also a large, friendly country that is always keen on tourism, so you can feel assured of a warm welcome.

Why go Though the US is often criticised, it’s one of the world’s truly great destinations, a country of rich diversity in almost every facet, from wilderness reserves to cities, historic sites to popular culture, local quirks to nation-wide obsessions. Whatever you’re into, you will find it in the US.

See + do It’s impossible to sum up the attractions of this country in a few lines, so we’ll just hit you with a couple of possibly unexpected highlights. Stay on a ranch in Montana and live the cowboy dream; tour the live music venues of Nashville; queue up for the world’s best barbecue in Texas; sample the vineyards of Willamette Valley in Oregon; and go for an autumn road trip in Maine.

Don’t miss Sporting events are also a highly underrated attraction in the US. Whether you’re seeing the Chicago Cubs play baseball at historic Wrigley Field, or spotting celebrities at an LA Lakers basketball game, these are experiences not to be missed.

Make it happen The major Australian capitals offer direct flights to US. Visit year-round. See visittheusa.com.au

Japan

Why they want us Wait a second – not everyone in Japan wants more of us. Cities such as Kyoto, Nara, Osaka and even Tokyo already have their fair share of visitors. The challenge for Japanese authorities is to encourage tourists to step off the well-trodden path and discover more of the country.

Why go The Australian love affair with Japan is well documented, and there’s no reason to stop visiting – just, go somewhere new. Give the “Golden Triangle” a break and try a few destinations that have so much we love about Japan on offer, only with fewer tourists. The likes of Matsumoto, Kanazawa, Ise-Shima, Fukuoka, Takamatsu and Hirosaki are waiting for you.

See + do Step away from the classic destinations in Japan and you can experience the beauty of nature on mountain pathways; you can drink sake and whisky from the source; visit old teahouse districts and samurai towns; go skiing and snowboarding; eat great food; and stay in beautiful, traditional accommodation.

Don’t miss Our off the beaten path highlight would have to be Hirosaki, a city in the northern Aomori prefecture with a famous castle, an onsen district, a samurai district, a gorgeous garden and Japan’s most famous apples.

Make it happen Visit Japan via direct flight from the major Australian capitals. It’s a year-round destination, though best in autumn and spring. See japan.travel

Five places that don’t particularly want or need us

Amsterdam, Netherlands

This Dutch city has long been a favourite for backpackers, bucks parties, package tourists and everyone in between. Amsterdam authorities say they’ve had enough, particularly of hard-partying 18 to 35-year-olds, and are taking steps to discourage them from visiting. Cruise ships have also been banned from Amsterdam’s main port. Try an alternative such as Utrecht. See holland.com

Bhutan

Bhutan wants tourists, but it just doesn’t want too many, and it has introduced measures to stem the tide of visitors, thus protecting its environment and culture. It has done this with its sustainable development fee, a $US100 a day ($153) tax on visitors. This is still a great place to visit; just tread carefully. See bhutan.travel

Venice, Italy

Cruise ships, tour buses, package deals – if there is a way to shift tourists en masse, Venice has suffered from it. This is a hugely popular and fragile destination, which has been forced to take measures such as banning large cruise ships and experimenting with a daily tourist tax to discourage people from visiting. If you do go, spend a few nights. See visitvenezia.eu

Mallorca, Spain

Though Ibiza is Spain’s most famous party island, Mallorca is similarly popular, to the point where new laws have been put in place to ensure tourists dress appropriately while making their way around the island’s hotspots. Mallorcan residents are pushing back against the tourist hordes, and there’s no campaign to attract more visitors. Try Menorca instead. See spain.info

Iceland

Here is another remote and fragile country that has become extremely popular in recent years. Icelandic infrastructure is built to serve a population of fewer than 400,000 residents, and the country receives almost two million visitors a year. It also has the Grindavik volcano, which has just had its fourth eruption in three months, forcing the evacuation of the Blue Lagoon thermal spa, one of the county’s top attractions. If you do want to go, visit off-peak, in autumn or even winter and check the latest volcanic activity. At the time of writing, Smartraveller advised to “exercise normal safety precautions” when visiting. See visiticeland.com