The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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International Tourism Snapshot - December 2016

International Tourism Snapshot - December 2016 | The Insight Files | Scoop.it

Tourism Australia has published an updated international tourism snapshot for year ending December 2016. International arrivals and spending are both at record levels, with Australia welcoming 8.3 million international visitors as at year ending December 2016. These visitors injected $39.1 billion into the Australian economy. Total international aviation capacity to Australia grew by 10 per cent. Click here to download the snapshot.

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Chinese tourists drive tourism record, more than two arrivals per minute

Chinese tourists drive tourism record, more than two arrivals per minute | The Insight Files | Scoop.it

Four decades ago, 10 visitors from China arrived in Australia each week. During 2016, the same number arrived every five minutes. More than one million Chinese visitors to Australia have delivered the local tourism industry a record year in 2016. In total, 8.3 million visitors came to Australia for a short-term stay during the year, up by almost one million on 2015. The government has been developing better aviation ties with China and has been promoting 2017 as the "Australia-China year of tourism." It has allocated $629 million over four years to Tourism Australia, much of which will be spent on offshore marketing, and is currently trialling 10-year multiple entry visas. "It's easy to get here, there's now a 10 year visa in place for the Chinese market, we've moved to open skies and there's been a 40 per cent growth in airline capacity to Australia from mainland China," Tourism Australia's Managing Director said. Find out more.

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State of the industry: 2015-16

State of the industry: 2015-16 | The Insight Files | Scoop.it

The State of the Industry 2015-16 report has been officially released, and it shows that international and domestic visitors contributed a record $116.7 billion to the Australian economy, creating new jobs and reconfirming tourism's status as a super growth sector. The report confirms that 2015-16 was a record year for Australian tourism and it's going to keep tracking nicely, with the report predicting total tourism spend forecast to reach $162 billion by 2020-21. The report reconfirms positive growth across all major Australian markets against their Tourism 2020 targets including: expenditure, visitation, aviation, accommodation and labour force. China continues to lead market growth and encouragingly is 98% of the way towards its 2020 expenditure target of $9 billion annually. Click here to download a summary report.

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Planets align to deliver Australia a record year for overseas visitors

Planets align to deliver Australia a record year for overseas visitors | The Insight Files | Scoop.it

Australia has never been more desirable to international visitors than it was in 2016. ABS data released this week show 7.3 million short-term visitors arrived to Australia in 2016, excluding December. The figure almost surpassing the 2015's full-year tally with one month to spare. December typically attracts more than 800,000 visitors. TRA is predicting growth of 8% for 2016-17 compared to 2015-16, and expects a new record for visitors to be set. Dr. Decosta from the ANU said years of work positioning the country as a travel destination for overseas visitors is coming to fruition, with a rise of tourism from China and India. Compared to a year ago, the number of monthly trips from China has grown by almost 10,000 and monthly trips from India are up almost 10%. Find out more.

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Can Australia rise as the global leader in wellness tourism?

Can Australia rise as the global leader in wellness tourism? | The Insight Files | Scoop.it

Recent Global Wellness Institute (GWI) statistics reveal that Australia leads the charge amongst nations for percentage increase in wellness related trips with over 85% growth. As the niche sector of wellness tourism grows, it is becoming a trend for industry leaders to incorporate wellness components to their market, not just for the primary wellness traveller but also for the secondary wellness tourists or those who seek wellness experiences on top of their main purpose for travel. While the USA is at the forefront of this trend, other nations are catching up with countries like China performing strongly in the top 20 wellness tourism market ranked by revenue and Brazil entering the record for the first time, unseating Portugal. Find out more.

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Tourism Research Australia: 12 Stats of Christmas

Tourism Research Australia: 12 Stats of Christmas | The Insight Files | Scoop.it

Tourism Research Australia has released an infographic highlighting some interesting statistics of visitor experiences in 2015-16. Among the statistics:

 

  • 49 million visitors went to the beach on their trip in 2015/16.
  • 1.6 million visitors went whale or dolphin watching.
  • 8.1 million visitors went to a winery, 1 million of which were international visitors.
  • 800,000 international visitors had an Indigenous cultural experience.
  • 12 million visitors stayed in camping or caravanning accommodation.
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Australia’s best kept beach secret is out

Australia’s best kept beach secret is out | The Insight Files | Scoop.it

An unknown beach has taken out the top spot in a new list that ranks the cream of the country’s spectacular coastline. The top-ranked spot on Brad Farmer's list of Australia's 101 Best Beaches for 2017 is a four-and-a-half hour flight from Perth in the Indian Ocean. The founder of Ocean Care Day and the Surfriders Foundation, Mr. Farmer spent five months researching Australia's 11,761 beaches to compile his list with the help of Sydney University coastal studies expert Professor Andrew Short. He said the key criteria for making the list was the location had to possess "authentic and compelling attributes" along with a beach one would recommend to a friend." Find out more.

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Business Events Australia - Australia Innovates Vol. 2

Business Events Australia - Australia Innovates Vol. 2 | The Insight Files | Scoop.it

Tourism Australia has released the second edition of Australia Innovates, a magazine that contains engaging stories of some of Australia's brightest people, who are breaking new ground across a variety of fields. Many of the stories included highlight Australia's connectivity to the world and the nation's strengths in collaborating with our peers. With Australia's proven track record of successfully delivering events, and reputation as a place offering innovative people, award winning convention and exhibition centres, unique wildlife, beautiful landscapes, and excellent cuisine and wine, it's no wonder that Australia's appeal continues to grow. Click here to discover why there's nothing like Australia for business events.

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Asia's cruise industry continues to grow at record pace

Asia's cruise industry continues to grow at record pace | The Insight Files | Scoop.it

Asia has been confirmed as the world's fastest growing source of cruise passengers, with a new Cruise Lines International Association report showing the region experienced an unprecedented 24% increase in passenger numbers last year. According to CLIA's Asia Cruise Trends study, the cruise industry in Asia is growing at a record pace, with 2.08 million people from the region taking an ocean cruise in 2015. The report shows that China accounted for almost half of the region's cruise passengers with 986,000 passengers from mainland China taking a cruise in 2015, up 40% from 703,000 in 2014. This figure makes China the world's fastest growing source nation for cruise passengers in 2015, with Australia ranking second with 14.6% growth. Find out more.

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Australia ranked as the fourth most reputable country

Australia ranked as the fourth most reputable country | The Insight Files | Scoop.it

Australia has been ranked as the fourth most reputable country for 2016, according to the Reputation Institute’s Most Reputable Countries 2016 report. The rankings are set based on an examination of 16 different factors, including being a safe place to visit, having friendly and welcoming citizens, progressive policies and an advanced economy. Sweden was voted as the nation with the best reputation this year, overtaking Canada which held the top spot last year. Australia ranked most highly for its safety, security and peacefulness, its willingness to engage in investment and its well-educated and reliable workforce. Click here to download the full report.

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Record six Australian universities make the world's top 100

Record six Australian universities make the world's top 100 | The Insight Files | Scoop.it

For the first time, Australia has six universities in the top 100 of a prestigious international ranking, placing it third only behind the US and Britain. Monash University and the University of Sydney were the big winners, going from outside the top 100 to 79th and 82nd place respectively in the 2016 Academic World Ranking of World Universities. The University of Queensland cemented its position as the most rapid improver among Australia's top universities by lifting from 77th to 55th place, now beginning to challenge Australia's most highly ranked institution, the University of Melbourne (#40). Asian parents are heavily influenced by rankings in selecting universities for their children. University of Queensland vice chancellor said the result was incredibly good for Australia's higher education exports which are now worth $19 billion a year. Find out more.

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Australia tops the list of dream destinations 

Australia tops the list of dream destinations  | The Insight Files | Scoop.it

Australia has once again been ranked as the number one destination in Virtuoso's Travel Dreams survey, with Sydney, Tasmania and Kangaroo Island coming out on top. The most popular trip styles were beach (46 per cent), adventure (37 per cent) and cultural/historical (29 per cent). The 2016 survey asked respondents about their fantasy trip choices as well as their dream destinations and preferred travel styles. Over 1,200 travellers from 26 countries submitted entries with a panel of Virtuoso judges selecting the winners based on criteria including content, style and creativity. 

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Cruising boom continues to grow

Cruising boom continues to grow | The Insight Files | Scoop.it

Cruising has enjoyed a surge of 15 per cent in Australians taking an ocean cruise worldwide in 2015 to reach a record 1,058,781 passengers, according to an industry report. Domestic cruising jumped 42 per cent, contributing significantly to the record result. The growth in cruising in Australian waters saw local passenger numbers rise by more than 80,000 to 269,915 - a result which means one in four Australian cruise passengers took a domestic ocean cruise last year. Cruise Lines International Association Australasia's 2015 Australian Cruise Industry Source Market report reveals that Australia once again leads the global cruise industry in terms of market penetration. Find out more.

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Glass-half-full approach to iconic Australian destinations

Glass-half-full approach to iconic Australian destinations | The Insight Files | Scoop.it

Australia is home to some of the world's most incredible natural attractions, but why just drink in the views when you can pair your sightseeing experience with a glass of wine? The glass-half-full approach to iconic Australian destinations has become an emerging theme among social media photographers. Australian food and wine have become a major drawcard for international visitors and is a key focus of Tourism Australia's Restaurant Australia campaign. "People who haven't visited don't rate Australia highly as a true culinary destination. However, once they've been here and sampled our amazing food and wines, we shoot up the rankings to sit near the top," says Tourism Australia's Head of Social Media. Next month, Australia is hosting the World's 50 Best Restaurants awards in Melbourne. Find out more.

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China-Australia Year of Tourism 2017

China-Australia Year of Tourism 2017 | The Insight Files | Scoop.it

In recognition of the China-Australia Year of Tourism 2017, Tourism Research Australia has created an infographic which highlights the economic contribution of Chinese tourists to Australia. 1.1 million visitors from China stayed 43.2 million nights and spent $9.1 billion in Australia for year ending, September 2016.

 

  • Chinese educators spent $4.1 billion.
  • Chinese visitors like going shopping. Almost 1 million visitors went shopping for pleasure, spending $1.1 billion on items to take home.
  • 836,000 Chinese visitors went to Australian beaches.
  • Chinese visitors love Australia. 515,000 of them were returning visitors.
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Whitsundays voted number one destination in Australia

Whitsundays voted number one destination in Australia | The Insight Files | Scoop.it

The Whitsundays have been voted the number one destination in Australia. In a poll conducted by Experience Oz - the premier website for travel experiences in Australia, the Whitsundays romped home as the top destination. In addition to the Whitsundays being the top experience, Whitsunday Island was also voted the number one island to experience in the islands category of the Australia's Top 10 Destinations to Experience 2016 poll. More than 10,000 people voted in the poll, with voters compiled of both international travellers (19%) and domestic visitors (81%). Find out more.

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The social media posts working wonders for Australian tourism

The social media posts working wonders for Australian tourism | The Insight Files | Scoop.it

The social media posts from the Australian Reptile Park and Symbio Wildlife Park were judged by Tourism Australia and Qantas to be the best promotion for Australia in the past year. Judges looked for posts that best promoted Australia as a 'memorable and desirable destination' with entries ranging from a bare-chested Chris Hemsworth at Qualia on Hamilton Island to the Australian War Memorial's Roll of Honour in Canberra. Tourism Australia Chief Marketing Officer Lisa Ronson said the outstanding quality of entries demonstrated how enthusiastically and effectively Australia was embracing social media as a tourism marketing tool. Find out more.

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Aussie travellers crown our country’s most desirable city to visit 

Aussie travellers crown our country’s most desirable city to visit  | The Insight Files | Scoop.it

Perth in Western Australia has been chosen as the most desirable city in the country for Australian travellers to visit. In a survey conducted by Choice Hotels Asia-Pac, 1 in 5 travellers said that if they could visit any state capital in Australia, it would be Perth. The WA capital received 21% of votes, beating out Sydney (17%), Melbourne (15%) and Hobart (15%) to take the number one spot. Tourism injects more than $9 billion into the State economy each year, creating more than 94,000 jobs for the people of Western Australia. Find out more.

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International Tourism Snapshot: September 2016

International Tourism Snapshot: September 2016 | The Insight Files | Scoop.it

Tourism Australia has collated its International Tourism Snapshot, for the year ending September 2016. International arrivals and spending are both at record levels. Australia welcomed 8.1 million international visitors as at year ending September 2016. These visitors injected $38.8 billion into the Australian economy. Total international aviation capacity to Australia grew by 9%. Click here to download the snapshot.

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Why Australia has Korea starstruck

Why Australia has Korea starstruck | The Insight Files | Scoop.it

Tourism leaders are pinning their hopes on Korea's obsession with celebrity to deliver another year of record growth in visitor numbers to Australia in 2017. So far in 2016, visitors from Korea are up 28% on the same time last year after 276,000 citizens made the trek Down Under and spent $1.5 billion. The figure makes Korea Australia's most rapidly growing source of visitors, outstripping even China on 21%. After hosting the TV series Running Man in Australia and more recently K-pop sensation 2PM, Tourism Australia is confident of keeping the gains on a steep incline. Find out more.

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10 top places in Australia for Instagram photos

10 top places in Australia for Instagram photos | The Insight Files | Scoop.it

These stunning pictures of Australia have taken the world by storm, catapulting little-known destinations into the spotlight. They're some of the most liked images on Tourism Australia's wildly popular Instagram account @Australia, and they're being credited with driving a photo-driven tourism boom. With 2.4 million followers, @Australia is by far the most popular national destination page in the world. And according to Tourism Australia research, 87% of international followers said its posts made them more likely to travel here. The phenomenon has been documented by local tourist bodies, with the Cardwell Visitor Information Centre reporting a significant increase in visitors and inquiries after a recent photo of the little known Cardwell Spa Pools became an Instagram hit. Find out more.

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Easygoing Australia is the place to be

Easygoing Australia is the place to be | The Insight Files | Scoop.it

Australia has scored top marks in a new international survey, reinforcing its reputation as one of the best countries in the world. The report card from new US research - developed with the Harvard Business School - compared Australia to 132 other nations, describing the country as a tolerant society with access to great education and exceptional personal freedom. Belgian national Marie Pauline-Desset said she felt lucky to call Australia home: "You have a good economy, good jobs, the pay is good and the people are so easy going. There are awesome surroundings like national parks and empty beaches, it allows so much outdoors, on your own away from the crowds." Find out more.

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Aussies embrace 'au naturale' vibe on beach holidays

Aussies embrace 'au naturale' vibe on beach holidays | The Insight Files | Scoop.it

Expedia has released the findings from its annual Flip Flop report, which confirms Australia is one of the most relaxed, low maintenance nationalities in the world, when it comes to beach holiday habits. The global survey, which surveyed over 11,000 travellers from 24 countries around the world, found Australians spend 25% less getting beach ready than the global average. Aussie beachgoers spend an average of $62 getting prepped for their seaside escapes - $21 less than the global figure and well behind beachgoers from Mexico who spend $123, almost double the Australian spend. In favour of keeping things low key and relaxed on beach breaks, Aussies prioritise easy-going activities such as walking (56%), swimming (49%), watching the sunset/sunrise (33%), reading (28%) and people watching (28%). Find out more.

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Australia tops Chinese travellers’ bucket list 

Australia tops Chinese travellers’ bucket list  | The Insight Files | Scoop.it

Chinese visitors have picked Australia as their top choice for their next holiday, followed by Japan, Hong Kong, South Korea and the Maldives. The ranking comes from Chinese International Monitor by hotels.com, published by Business Insider and claims most Chinese (92 per cent) prefer to visit new destinations rather than revisiting places they have already visited. Beaches, adventure and local culture rank as popular reasons why Chinese travellers choose to visit Australia, with shopping a factor that is quickly gaining popularity. Most Chinese travellers visited with friends and family, with nearly half also taking their children to Australia. Find out more. 

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Australia’s isolation is proving tourism’s greatest selling point

Australia’s isolation is proving tourism’s greatest selling point | The Insight Files | Scoop.it

Australia's image as a safe haven in an increasingly violent world is doing more for tourism than world-class attractions like the Great Barrier Reef. Research undertaken by Tourism Australia has found Australia is ranked one worldwide as a destination associated with safety and security. Safety and security was also rated the most important factor in selecting a destination by 54 per cent of people in key overseas markets, ahead of value for money and natural beauty and will help the tourism industry continue its strong growth. Find out more.

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