The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Room to improve to draw Russian tourists to Aussie shores

Room to improve to draw Russian tourists to Aussie shores | The Insight Files | Scoop.it

The top five most important factors for Russian consumers when selecting a holiday destination are safety and security (46%), value for money (44%), interesting attractions (40%), great swimming beaches (37%) and food and wine (35%). Negatively, Russian consumers rank Australia quite unfavourably across all five selection criteria, indicating significant room for improvement with respect to promoting awareness of these offerings. Only 12% of Russian consumers are considering travel to Australia in the next 4 years, with 4% intending to visit. Australia is ranked 23rd for visitation against other long haul destinations for outbound travel from Russia. For more insights on the Russian consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-Russia.pdf

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Australia's unparalleled natural environment lures French tourists

Australia's unparalleled natural environment lures French tourists | The Insight Files | Scoop.it

The top five motivations for French consumers when selecting a holiday destination are world-class beauty (65%), value for money (51%), safety and security (38%), rich history and heritage (38%) and friendly citizens (33%). Australia performs well in terms of how French consumers perceive its natural environment and safety and security. However, there is significant room for improvement in terms of Australia’s associations with value for money, history and heritage and local hospitality. While 18% of French consumers are considering travel to Australia within the next 4 years, this figure drops along the purchase funnel, with only 4% intending to visit. For more insights on the French consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-France.pdf

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US tourists desire safe and sound holidays

US tourists desire safe and sound holidays | The Insight Files | Scoop.it

The top five motivations for US consumers are safety and security (49%), interesting attractions (47%), value for money (41%), food and wine (35%) and rich history and heritage (33%). Positively, US consumers consider Australia to be a very safe and secure destination. However, their perceptions of Australia as a nation which offers value for money are ranked very low. Additionally, there are marked perception gaps with respect to those who have and have not visited Australia in terms of the country’s interesting attractions, food and wine and history and heritage. More positively, 36% of US consumers held high trip expectations of Australia and 68% reported high satisfaction levels with their trip. For more insights on the US consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-USA.pdf

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Australia unsurpassed for safety, nature and value amongst South Koreans

Australia unsurpassed for safety, nature and value amongst South Koreans | The Insight Files | Scoop.it

The top five most important factors for South Koreans when selecting a holiday destination are safety and security (60%), world-class nature (46%), interesting attractions (40%), value for money (35%) and food and wine (35%). South Koreans rank Australia favourably in terms of its safety and security, world-class nature and value for money. Perceptions of Australia offering exciting attractions rank quite low, suggesting that more needs to be done to highlight these attractions and activities. Australia is ranked 11th for visitation against other long haul destinations for outbound travel from South Korea. For more insights on the South Korean consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-South_Korean.pdf

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Italians seeking better value holidays

Italians seeking better value holidays | The Insight Files | Scoop.it

The top five selection criteria for Italian consumers when selecting a holiday destination are value for money (46%), interesting attractions (40%), food and wine (40%), rich history and heritage (37%) and great swimming beaches (37%). Italian consumers hold somewhat favourable perceptions of Australia’s attractions and beaches. However, they are less positive about Australia’s value for money, food and wine and history and heritage. 28% of Italian consumers are considering travel to Australia in the next 4 years, with 16% intending to visit. Australia is ranked 16th for visitation against other long haul destinations for outbound travel from Italy. For more insights on the Italian consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-Italy.pdf

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There's nothing like Australia's beauty for Brazilian tourists

There's nothing like Australia's beauty for Brazilian tourists | The Insight Files | Scoop.it

The top five selection criteria for Brazilian consumers when selecting a holiday destination are interesting attractions (50%), food and wine (38%), safety and security (35%), rich history and heritage (32%) and world-class nature (27%). Brazilian consumers rank Australia somewhat favourably with respect to their perceptions of Australia’s interesting attractions but rate Australia first for its world-class nature. However, low rankings are reflected in terms of their perceptions of Australia’s food and wine offering, safety and security and history and heritage. Australia is not currently a top-of-mind destination for Brazilian consumers, with 24% considering travel to Australia in the next 4 years and 8% intending to visit. For more insights on the Brazilian consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-Brazil.pdf

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70% of UK tourists highly satisfied with their Australian travels

70% of UK tourists highly satisfied with their Australian travels | The Insight Files | Scoop.it

The top five selection criteria for UK consumers when selecting a holiday destination are safety and security (53%), food and wine (46%), interesting attractions (45%), value for money (43%) and rich history and heritage (35%). While perceptions of Australia rank very highly with respect to its safety and security and interesting attractions, there is significant room for improvement in terms of perceptions of Australia’s food and wine offering, value for money and history and heritage. Although only 24% of UK consumers had high trip expectations of Australia, 70% of previous visitors reported high satisfaction levels with their trip. For more insights on the UK consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-UK.pdf

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