What travellers to Australia spend on tourism products

Understanding the consumer market is vital to the tourism industry for marketing and advertising reasons.

This blog post is dedicated entirely to the analysis of Australia’s inbound and outbound markets to help you learn about different protocols and cultures’ preferences.

Consumer markets

  • Under ‘Understanding the Japanese consumer’ what Japanese tourists are most drawn to when making a decision on where to travel is places where there’s good food, wine, local cuisine and produce with 39% of tourists who have previously visited Australia associating the country with that element. Popular attractions to visit are natural landmarks/ heritage sites.
  • Under ‘Understanding the New Zealand consumer’, 50% of New Zealand consumers suggested they travel to Australia to participate  in a ‘nature’ based activities such as campervaning, camping, observing wildlife, natural wonders, etc.
  • According to the UK Market Profile 2014, the UK was Australia’s third largest inbound market for visitor arrivals, and the second largest market for total expenditure and visitor nights. More and more tourists form the UK are coming to visit friends and relatives than to have a holiday (Graph 1). This could be reflected in that tourists form the UK find the weaknesses of Australian tourism is that there is no value for money (Graph 2) They much prefer the coastal scenery and natural environments.

Graph 1:

graph 3

Graph 2:

graph 4

Preferences for tourism products

Findings based on the Travel by Australians: December 2013 quarterly results of the National Visitor Survey shows that:

  • 47% of Australian travel for the reason of a holiday. The survey shows that in the year ending 2013 Australians spent $51.1 billion traveling domestic overnight trips.
  • Australians travel domestic more than international with 197 million domestic trips compared to 7.6 million outbound trips by Australians.
  • The majority of areas travelled to and nights spent was NSW (85.5million) and QLD (73.8 million).

graph for shopping

Top 5 Markets 

According to the International Visitors in Australia: March 2014 quarterly results of the International Visitor Survey, the 45% of international tourists travel to Australia for leisure purposes.

The top 5 markets are China, UK, USA, New Zealand, and Japan, respectively.

China visitors are Australia’s main international tourist market. The number of visits to Australia increased 14% with 697,000 and the trip expenditure increased 15% with $5.1billion.

According to this report Chinese tourists spend money of their travel money on shopping as seen below on this chart.

graph shopping

USA tourists were surveyed at preferring the following tourism products:

  • Group tour visitor numbers increased 7% to 511,000
  • The number of travelers who visited state or national parks increased 8% to 2.5 million
  • Visitors who participated in whale or dolphin watching increased 9% to 524,000,
  • Visitors who visited wildlife parks, zoos or aquariums increased 7% to 2 million
  • The number of visitors travelling as part of a family group increased 16% to 699,000
  • Over half of visitors (54%) travelled unaccompanied.

Hope this post gives an insight into how consumer markets function in the Australian Tourism Industry.

For more information visit the Tourism Australia website.

Much nerd,

Ninka xx


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