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Consumer trends and news curated by Tourism Australia
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International Market Update - December 2016

International Market Update - December 2016 | The Insight Files | Scoop.it

Tourism Australia's International Market Update provides analysis and insights to industry on the current state of international tourism for Australia. The latest report contains Australian Bureau of Statistics data and the latest International Visitor Survey data up to September 2016, in addition to various other secondary sources which are referenced throughout. According to the latest update, 15 of Australia's top 20 inbound markets are at record levels. Click here to download the profile.

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Asian visitors fuel $38.8 billion tourism boom in Australia

Asian visitors fuel $38.8 billion tourism boom in Australia | The Insight Files | Scoop.it

Jut three Asian countries account for almost a third of all tourist expenditure in Australia, led by cashed up Chinese visitors. The latest IVS compiled by TRA has revealed China, Korea and Japan are now worth a combined $12.3 billion to the Australian economy. In total, visitors to Australia spent a record $38.8 billion in the year to September, up $4 billion or 11.5% in the space of one year. Although China is the clear market leader contributing in excess of $9 billion, visitors from Korea and Japan each spent $1.6 billion in the year to September. Find out more.

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Consumer-led, experience-focused, destination-delivered - that’s Queensland.

Consumer-led, experience-focused, destination-delivered - that’s Queensland. | The Insight Files | Scoop.it

Tourism is a quest for experiences. For the Australian State of Queensland, or any destination, a significant opportunity lies in helping travellers understand what experiences are possible, while focusing effort on making those experiences meaningful and memorable. As part of Destination Think's Leading Thinkers series, Destination Think asked Steve McRoberts, Group Executive Global Marketing at Tourism and Events Queensland, to explain how his DMO uncovered the value of experiences and have moved them to the centre of their thinking. Click here to read the full interview.

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Australia on track to reach Tourism 2020 targets

Australia on track to reach Tourism 2020 targets | The Insight Files | Scoop.it

Overnight spending by domestic and international visitors in Australia increased by 9.3% over the last year to reach $97 billion putting the industry on track to achieve its Tourism 2020 goals. Figures from the National Visitor Survey released by Tourism Research Australia show all states and territories recorded growth in domestic overnight spend over the year to June 2016 with largest growth recorded by NT (28.1%), followed by WA (+14.9%). “Stellar growth in international tourist arrivals has been complemented by strong growth in domestic travel,” said Australia’s Minister for Trade, Tourism and Investment, the Hon Steven Ciobo MP. A joint initiative between industry and government, Tourism 2020 was conceived in 2009 and included a stretch target of exceeding $115 billion in overnight visitor spending by the year 2020.

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NSW celebrates 1 million youth travellers

NSW celebrates 1 million youth travellers | The Insight Files | Scoop.it

NSW is celebrating its new title as number one preferred Australian destination for international youth travellers with over 1.1 million of them arriving in NSW during the year ending December 2015. According to Destination NSW's International Youth Travel snapshot, NSW is the most popular state, having received 56.9 percent of the total international youth visitor market and injecting $4.8 billion into the NSW economy (up 19.3 percent). Enjoying NSW's restaurant and bar culture, shopping, visiting NSW's famous beaches, sightseeing and taking in national parks were uncovered as the most popular activities for visitors. Find out more.

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Australia's food and wine experiences

Since the launch of 'Restaurant Australia' in May 2014, spend on food and wine in Australia has grown by $886 million (or 21 per cent). Download the 'Snapshot of food and wine' in Australia to find out more about the contribution Australia's world-class food and wine makes to the visitor economy and what tempts the taste buds of international travellers.

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Chinese New Year: Seize the chance

Chinese New Year: Seize the chance | The Insight Files | Scoop.it

Australian tourism operators are being urged to make it easier for Chinese visitors to spend their money, as an estimated 250,000 tourists head down under for Lunar New Year celebrations. With each visitor tipped to part with $8000 during their stay, Chinese cultural expert CT Johnson said businesses should be looking at ways to attract their custom. A few changes like adding Chinese language translations, providing Chinese payment methods and having a presence on Chinese social media could bring tourists through their door. Research shows that language difficulties is the biggest concern Chinese visitors have when they travel down under followed by cultural differences. Almost 75% use social media sites like Weibo, WeChat and QQ to research where to shop, eat and stay and 87% upload photos, comments and videos during their holiday. Find out more.

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The stunning transformation of Australian tourism

The stunning transformation of Australian tourism | The Insight Files | Scoop.it

The surge in Chinese tourists to Australia is unprecedented in both speed and scale, and is driving a much-needed boom in the tourism sector. China is the leading source of Australia's inbound tourism, contributing 22% of total visitors for the year ending September 2015 and representing 21% of Australia's total value of inbound expenditure (up 43% on pcp) with a record $7.7 billion spend for the year (up 32% on pc). Improved living standards, rising incomes, increased accessibility to Australia via more accommodative visas and development in aviation connections, have allowed China to become Australia's primary importer of tourism services. To provide some perspective, the 1.2 million visits (to Australia) from New Zealand is equivalent to roughly 25% of the country's population. The 1 million visits from China is equivalent to 0.07% of its population. Find out more.

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Australian Tourism Labour Force Report: 2015-2020

Tourism Research Australia has released the Australian Tourism Labour Force Report: 2015-2020, produced by Deloitte Access Economics. This report provides a comprehensive picture of the current state of the tourism labour force and associated skills demand and shortages forward to 2020. Key insights:


  • On the back of strong forecast growth in visitor numbers, Australia's tourism industry will require an estimated 123,000 additional workers to meet demand due to strong visitor growth to 2020.
  • The industry currently has a shortage of 38,000 workers. Under a business as usual scenario, the tourism industry is expected to experience a shortage of 93,000 workers, including 30,000 skilled workers in 2020.
  • Mature aged and youth workers are the key labour source for the industry.
  • The rate of dependence on overseas workers has dropped between the two surveys, from 13% of the total workforce to 10%.


Download the report.

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Asian airlines bulk up capacity to meet demand for Aussie holidays

Asian airlines bulk up capacity to meet demand for Aussie holidays | The Insight Files | Scoop.it

A massive injection of capacity on Asian air routes will open the floodgates to more international visitors down under. From this month, thousands of extra seats will become available as a result of new or additional services to Japan, China, the Philippines, Singapore and Hong Kong. Melbourne, Cairns and Sydney are the biggest winners from the capacity surge which will see airlines such as Hong Kong, Xiamen and All Nippon Airways make their debut or return to the Australian market. Another nine airlines are adding new services or more seats to predominantly Asian routes, including Philippine Airlines, Air China, China Southern, China Eastern, Scoot, Silk Air, AirAsia X, Qantas and Jetstar. By early next year, an additional 12,000 seats a week will be available between Australia and Chinese destinations, and another 6000+ between Australia and Singapore. Find out more.

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Tourism's biggest year since the Sydney Olympics

Tourism's biggest year since the Sydney Olympics | The Insight Files | Scoop.it

Australia's tourism industry has recorded its best year since the Sydney Olympics, with international visitors spending $91 million a day. Chinese tourists accounted for more than one-fifth of that expenditure, parting with $19 million a day, or $7 billion for the year. The latest International Visitor Survey shows the total spend has grown ten per cent to $33.4 billion, or $3.2 billion more than the previous year. This is the strongest yearly growth since 2001, the period of the Sydney Olympic Games. Click here to download the IVS report for June 2015.

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China FIT holiday market to NSW

Destination NSW has prepared a fact sheet on Chinese consumers travelling to New South Wales for the purpose of a holiday. The fact sheet provides information on visitor profile and travel preferences. This document profiles and compares the segments of Chinese FIT holiday visitors against other Eastern countries' FIT holiday visitors to NSW. Click here to download other fact sheets.

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The new challenge for Australian tourism

The new challenge for Australian tourism | The Insight Files | Scoop.it

It’s been 30 years since Paul Hogan leapt onto the global scene and talked about throwing a shrimp on the barbie, but what needs to change to bring in the next generation of tourists? This question was posed to the panel at the Tourism and Transport Forum's Outlook 2015 Conference, which narrowed in on how to attract tomorrow's traveller and a cohesive country was at the heart of the solution. Campaigns such as the widely successful Restaurant Australia campaign have become the benchmark for how Australia attracts both new and old travellers to the country. Clemenger Group's managing director believes that while there are a lot of things Australian marketing is doing right, the sense of authenticity is getting lost along the way. "The future traveller is looking for macro trends and is on the search for authentic experiences. They're thinking of themselves not as tourists, but as travellers." Find out more.

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Chinese airlines chasing Australian tourists

Chinese airlines chasing Australian tourists | The Insight Files | Scoop.it

Chinese airlines and tourism officials are trying to lure more Australian tourists to China as two-way travel ramps up between both countries. China's national tourist office and six major Chinese airlines have joined forces with Tourism Australia to promote the two countries as part of the China-Australia Year of Tourism in 2017. While Australians rank 13th among international visitors to China, with more than 720,000 Australians visiting mainland China each year; more than one million Chinese visited Australia from July 2015 to June 2016 - up 23% from a year earlier. China is Australia's most valuable tourism market, expected to be worth more than $13 billion by 2020. Next year is set to be a record year for Chinese tourists coming to Australia, both in terms of visitor numbers and total spend. Find out more.

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International visitors help Australia hit the mark

International visitors help Australia hit the mark | The Insight Files | Scoop.it

TRA has reported that tourism now directly contributes $47.5 billion to Australia's GDP, employs 580,800 of Australians and accounts for 9.6% of Australia's exports. Figures released last week showed more than eight million international visitors for the first time ever visited Australia - an increase of 11% over the previous year. This milestone was achieved just 18 months after visitor numbers exceeded seven million annually. This is substantially faster than the ascent from six to seven million visitors, which took place almost two and a half years ago. Much of the changing demographic of international visitors to Australia can be attributed to emerging countries in Asia, such as China; in contrast to previous decades where the majority of tourist arrivals came from the USA, the UK, NZ, Japan, Canada and Europe. 

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Australian tourism welcomes triple growth

Australian tourism welcomes triple growth | The Insight Files | Scoop.it

The Australian tourism industry has welcome a growth three times faster than the Australian economy over the year to June, according to the August edition of the Deloitte Tourism and Hotel Market Outlook. The Deloitte Access Economics has increased its forecast for international tourism, with arrivals forecast to grow at 6.2% per annual (up from 5.4% in February) on average over the next three years. Other key outtakes from the report include:

 

  • Growth rates on both the international and domestic visitor fronts are in record territory.
  • While the global economic foundations have weakened, the tourism outlook has strengthened and forecasts have been upgraded.
  • Nationally, the hotel development register has strengthened further - however, not enough to offset a buoyant demand outlook.
  • Individual hotel market performance outlooks reflect cities' exposure to the growth segments and the highly variable local supply pipeline.

 

Click here to download the executive summary of the report.

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VIVID Sydney injects one hundred and ten million into NSW economy

VIVID Sydney injects one hundred and ten million into NSW economy | The Insight Files | Scoop.it

Figures released today confirm that VIVID Sydney 2016 injected a phenomenal $110 million into the NSW economy. In 2016, the NSW Government made the strategic decision to extend the festival from 18 to 23 nights. $110 million in visitor spend is up 75 per cent on last year's figure. VIVID Sydney also became Australia's largest event with 2.31 million attendees experiencing it. Destination NSW CEO and Vivid Sydney Executive Producer Sandra Chipchase said the results were driven by exceptional marketing, partnership campaigns and outstanding programming. Find out more.

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We’re all going on a summer holiday

We’re all going on a summer holiday | The Insight Files | Scoop.it

Roy Morgan Research's latest findings reveal that summer is the peak season for Australians taking a domestic trip. Indeed, 29% of Australians - or just over 2.6 million people - whose last holiday was domestic, travelled during the summer months, making it slightly more popular than autumn (26%/2.4 million people), winter (23%/2.1 million people) and spring (23%/2.2 million people). While there is not a huge difference between the popularity of each season for holiday-makers, travellers are more likely to visit certain destinations during certain seasons, with summer being no exception. At a state level, Tasmania is most likely to attract holidaymakers during the summer months than any other season, with 35% of its total domestic visitors between October 2014 and September 2015 visiting during summer. In contrast only 18% visited during the summer. Find out more.

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Australia wants you to look beyond the Opera House

Australia wants you to look beyond the Opera House | The Insight Files | Scoop.it

Earlier tourism from India to Australia meant the Sydney Opera House or catching a match at the Melbourne Cricket Stadium. "People would only visit the eastern parts of Australia," says Nishant Kashikar, Tourism Australia's Country Manager, India and Gulf. Now, according to him, there has been a "huge change." There has been a 19% increase in the number of Indians visiting Australia, with Kashikar crediting the rise to the new promotions rolled out by the government, easier procedures, stable currency and more Indians, therefore relatives, living in the country. There have also been significant shifts in the nation's travel and culinary tastes. Indians are curious about the restaurants owned by chefs and judges who come on Masterchef Australia. Find out more about the opportunities presented by the Indian outbound tourism market.

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Australian airports attract passengers

Australian airports attract passengers | The Insight Files | Scoop.it

Australia's two biggest airports continue to benefit from a boom in travellers, with visitors from Asia, the UK and the USA arriving in droves. A record 39.7 million travellers passed through Sydney Airport's three terminals in 2015, up 3% on 38.5 million a year earlier. International passengers were up 4.3% at 13.7 million, while the domestic market rose 2.3% to 25.9 million, according to figures released by Sydney Airport. A handful of airlines started operating at Sydney airport in the year, including American Airlines and Hainan Airlines. Find out more.

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Australian tourism hits new highs

Australian tourism hits new highs | The Insight Files | Scoop.it

Tourism Research Australia has released the 2015 State of Industry report, which reviews the Australian tourism industry's performance in 2014-15 across a range of key performance indicators. Among the highlights include:


  • International and domestic tourism continue to grow and set new records.
  • With China and India leading growth, inbound visitor arrivals were up 7 per cent to a record 6.6 million in 2014-15.
  • International tourism expenditure reached a new high of $33.4 billion following the growth of 10 per cent - the strongest recorded for a financial year since the Sydney Olympics.
  • Domestic overnight trips reached 83.2 million while overnight expenditure increased 4 per cent to $55.4 billion.
  • Total overnight expenditure increased 6 per cent to $88.8 billion which sees overnight expenditure tracking close to the Tourism 2020 target at this time.


Download the report.

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China will help keep Australia's tourism industry outlook strong

China will help keep Australia's tourism industry outlook strong | The Insight Files | Scoop.it

Chinese tourists are poised to overtake New Zealanders as Australia's most common visitors within five years, according to the government's tourism researcher. Tourism Research Australia's Tourism Forecasts 2015 says the number of foreign tourists is expected to increase by 5.9% to 7.5 million this financial year, including a 15.5% rise in the number of Chinese visitors. Although China's economy has slowed down, growth in tourists from China, India and Malaysia is expected to outpace the global average rate of growth. While domestic tourism expenditure is on track for moderate growth, inbound visitor spend is forecast to grow more strongly and increase its share of total visitor spend from 31% in 2014-15 to 34% in 2024-25. Download the report.

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Travellers hungry for Aussie food

Travellers hungry for Aussie food | The Insight Files | Scoop.it

Food is proving an irresistible magnet for overseas tourists who are heading down under in record numbers and spending almost $13 million a day on tucker. The latest International Visitor Survey showed tourist numbers increased to 6.6 million in the year to June, and expenditure soared ten per cent to $33.4 billion. That included a $4.9 billion food bill led by big spending Chinese travellers who thought nothing of parting with $1000 for a meal of fresh king crab. Tourism Australia Managing Director John O'Sullivan said it was clear the global Restaurant Australia campaign had given international travellers an appetite for our cuisine. "Drawing attention to the people, produce and places that lie behind our country's exceptional food and wine experiences has been a major focus of TA's global marketing activities for the past 18 months. Pleasingly, we're seeing the benefits of this work clearly reflected in these latest tourism figures."

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World Cup biggest event since 2000 Olympics

World Cup biggest event since 2000 Olympics | The Insight Files | Scoop.it

The recent ICC Cricket World Cup was the biggest event Australia has hosted since the 2000 Olympic Games in Sydney, according to a report from financial analysts PwC. The findings of an economic impact and benefits analysis has revealed the tournament provided a significant economic boost for co-hosts Australia and New Zealand, generating more than AU$1.1 billion in direct spending and creating the equivalent of 8,320 full time jobs. It was one of the biggest events in the history of both countries and bigger for Australia than the 2003 Rugby World Cup, the 2006 Commonwealth Games and the 2015 Asian Cup.

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Improving public transport for tourists

Improving public transport for tourists | The Insight Files | Scoop.it

Improving public transport for tourists is high on the TTF agenda, but will locals embrace direct train access to one of Australia’s most famous beaches? The Tourism and Transport Forum's wish list includes creating a new Opal Card specifically for tourists, building new rail lines to Bondi beach, Badgerys Creek and the Bays Precinct, in addition to improved coordination with rail maintenance work during major events. "Whether it's New York's subway, London's underground or Sydney's ferries, transport can be iconic for a city," TTF chief executive Osmond said. "Public transport is vital to major events. Transport for NSW should coordinate its rail maintenance work with Destination NSW to ensure rail maintenance work is not scheduled during major cultural and sporting events. Developing an easier to use and integrated public transport network will make Sydney a better place to live, work and visit."

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