Consumer events a driver of Australian tourism | The Insight Files |

Questionnaires completed by long haul travellers across 15 of Australia’s key tourism markets have provided insights into key areas of interest that consumers travel to experience. The first of these, in the area of consumer events, has revealed that 16% of consumers rate exciting events, local festivals and celebrations as among the top five most important factors when choosing a holiday destination. When travelling internationally, Eastern markets are more likely to time their trip and places visited with an event of interest. 34% of consumers regard nature and wildlife as the most appealing Australian events and festivals category, followed by food and wine, and sports. While nature and wildlife events are considered the most appealing for the majority of countries, India prefers Australia’s sports events, and Japan and Brazil are more partial to Australia’s food and wine offering. For more information, visit