The Insight Files
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Consumer trends and news curated by Tourism Australia
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The Aussie coast becomes tourism champion

The Aussie coast becomes tourism champion | The Insight Files | Scoop.it

Food was the the flavour of the month last year, but now it's time for Australia to welcome a new hero. Tourism Australia's Managing Director John O'Sullivan has announced it will be Australia's glorious coastlines and aquatic activities that will take centre stage in future tourism campaigns. Tourism Australia's latest data shows that Google searches for Australian beaches and coastal sites has dropped by 10%, with Australia's beach rankings falling well behind on the international scale. The focus on Australia's natural water features will get a significant boost through the partnership with Sir David Attenborough to highlight the Great Barrier Reef through a three-part documentary series that will air in early 2016.

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Rina Answer's curator insight, March 22, 2016 8:22 PM

I could've told you that Aussie beaches are the best! Just in case you were unaware, take a few moments to read the attached ScoopIt. I grew up in a family where swimming was the sport of choice for our parents (who ironically enough are not great swimmers), we partook in everything from swimming training to nippers at the beaches in Darwin (heavens knows why as there is a serious crocodile issue in that area). As a result, I have a love of all water activities and the beach is where I see myself living in 5 years’ time. Morning strolls and freezing swims are something that I hold very close to my heart and no doubt will cherish for the entirety of my life. Safe to say that after considering the pros and cons of being a part of any lifesavers/nippers club in Darwin, or more appropriately anywhere in the tropics of Australia, I have decided that it possibly is not the safest activity to partake in!

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From coast to coast

From coast to coast | The Insight Files | Scoop.it

Coastal experiences are a significant driver of tourism in Australia, with some of the most pristine and high-quality beach offerings worldwide. A recent study conducted by Tourism Australia across 15 key tourism markets revealed that 20% of consumers rate spectacular coastal scenery as among the top five most important factors when choosing a holiday destination, with 18% valuing great swimming beaches. Remarkable scenery was found to be the most highly valued element across all markets with the exception of India, followed by visiting sites of historical, cultural or religious significance, engaging with nature first-hand and visiting World Heritage status areas. Tropical islands and beaches constituted the most popular type of world-class natural environments, aligning with some of Australia’s core coastal offerings. For more information, visit http://www.tourism.australia.com/documents/Statistics/TA_Factsheet_CDP_Coastalreport.pdf  

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