A major international tourism research project into how consumers view Australia and the factors most likely to motivate them to visit here has been undertaken by Tourism Australia.

The scale and depth of the research is unprecedented and provides unique insights into consumer demand in 11 of Australia’s most important inbound markets overnight. The findings will contribute towards the industry achieving its Tourism 2020 goal – to increase annual tourism spending by up to A$140bn by the end of the decade.


The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.


Key findings


The findings show that most international markets have high expectations of Australia and, for those that visit, the good news is that Australia is delivering strongly – with the destination’s greatest drawcards identified as its world class beauty, safe environment and welcoming people.


- Australia’s biggest strength is its world class nature, well regarded from all markets and core to our global tourism offering


- The greatest drivers of international visitor demand to Australia are coastal (including beaches), aquatic and wildlife experiences, with Tropical North Queensland, Sydney, and the Gold Coast continuing to rank highest for uniqueness and appeal


- Australia rates No.1 for safety amongst those who have visited – people’s actual experiences scoring much higher than perceptions of those who haven’t visited, particularly from India and a lesser extent Indonesia and South Korea


- Perceptions of Australia’s Food and Wine offering are mixed across markets, although rankings are very high amongst those who have visited and sampled, presenting significant future international marketing opportunities


- Aspiration and intention to visit is very high across the board, however awareness of experiences within Australia and converting interest into actual visits for leisure or holiday travel is lower