The Insight Files
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Consumer trends and news curated by Tourism Australia
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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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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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South Australian Regional Tourism Satellite Account

South Australian Regional Tourism Satellite Account | The Insight Files | Scoop.it

The latest Tourism Satellite Account published by TRA indicates that in 2013-14 the tourism industry directly contributed $2.4 billion to South Australia's economy and directly employed 32,100 people. To complement the state TSA, TRA - in partnership with the SATC - commissioned Deloitte Access Economics to develop regional TSA measures to examine the role and contribution of the tourism industry at a regional level. The regional TSA measures both the direct and indirect impacts of tourism and includes metrics such as GRP, GVA and employment. The regional TSA also provides information about tourism consumption, output, taxation and the composition of the tourism industry and its interaction with other industries.

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Demand potential for leisure events in the ACT

Demand potential for leisure events in the ACT | The Insight Files | Scoop.it

Tourism Research Australia has released the findings of a study undertaken in partnership with VisitCanberra as part of the 2014-15 Destination Visitor Survey program. The purpose of the survey was to investigate the travel behaviour of visitors to events held in the ACT, as well as to examine the attributes of respondents with regard to interest in, and awareness of, leisure events in the ACT. Highlights from the research include the finding that leisure events travel continues to increase across Australia, and to be an important driver of tourism demand. While the ACT was not top of mind as an events destination, opportunities exist to leverage off interest in travel to attend arts and culture events. Click here to download the report.

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Tourists spend a record amount in Australia

Tourists spend a record amount in Australia | The Insight Files | Scoop.it

Government agency Tourism Research Australia says there were 6.5 million visitors into Australia in the 12 months to March, up by eight per cent. Tourism Australia CEO John O'Sullivan says a busy event calendar helped to propel interest. "We've had some major event traffic in the beginning of the year. The Cricket World Cup. The Asian World Cup. But we've also had a phenomenal Chinese New Year." While most came from New Zealand, those from India saw the largest increase by percentage change: up 25 per cent. Chinese visitors are making the biggest impact, now accounting for 20% of all trip spending by international visitors, which incidentally rose to a record $32.5 billion. Click here for a highlights video from SBS.

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Tourism Research Australia: State Tourism Satellite Accounts

The 2013-14 State Tourism Satellite Accounts publication builds on the Australian Bureau of Statistics National Tourism Satellite Account to present a comprehensive set of data on the direct and indirect economic contribution of tourism for all states and territories. In doing so, the report highlights changes, that have occurred in 2013-14 and examines longer-term patterns in tourism's contribution to the national and state and territory economies. Among the national trends include:


  • Tourism consumption was $113 billion, representing an annual increase of 3.7%.
  • Direct GDP contributed by Australia's tourism industry was $43 billion (2.7% of national GDP); an annal increase of 3.4%.
  • Direct tourism GVA amounted to $40 billion (2.7% of national GVA); an annual increase of 3.4%.
  • Australia's tourism industry indirecly contributed a further $50 billion (3.1%) of GDP and $42 billion (2.9%) of national GVA.
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Food and wine tourism in New South Wales

Food and wine tourism in New South Wales | The Insight Files | Scoop.it

Tourism Research Australia and Destination New South Wales commissioned Instinct and Reason to conduct research during the first half of 2014 to better understand the perceptions, motivations, behaviours and experiences of domestic overnight food and wine visitors to New South Wales (NSW) from Sydney, Canberra, Brisbane and Melbourne. Some of the key findings from the study include:


  • People are becoming increasingly knowledgeable about, and engaged in food and wine, seeking more ‘authentic’ experiences and products.

  • Aside from wine tasting and sales, the ‘must have’ activities essential to a winery visit included having a meal, and sampling local produce.

  • Being able to eat fresh, locally grown food for breakfast, lunch and dinner was the number one desired attribute of a food and wine region.

  • The Hunter Valley was the most visited food and wine region in New South Wales, had the highest unprompted awareness and was most likely to be considered for future visits.

  • Two-thirds of food and wine visitors were either extremely satisfied or satisfied with their NSW food and wine experience.


Click here to download the report.

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Asian markets give Australian inbound tourism a boost

Asian markets give Australian inbound tourism a boost | The Insight Files | Scoop.it

A surge in the number of tourists from China, India and Singapore is expected to help drive strong growth in inbound tourism to Australia in the current financial year, says a new report from Tourism Research Australia. The State of the Industry report forecasts growth of 10.5% for China, 6.6% for India and 5.8% for Singapore. Last year, Asian markets accounted for 47% of total Australian tourism exports. This financial year, international visitor spending is expected to rise by 6% to $33 billion, with total spending including domestic tourism and day trips rising to $105 billion.

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TRA: Tourism Forecasts 2016

TRA: Tourism Forecasts 2016 | The Insight Files | Scoop.it

Strong gains in international tourism will help Australia continue to move towards attaining the lower bound of its Tourism 2020 growth target for overnight visitor expenditure by the end of the decade. Key messages of TRA's latest publication include:

 

  • Key tourism industry targets are being met.
  • International visitors to drive growth in total spend.
  • Australian residents continue to trade overseas travel for domestic travel.
  • China to overtake New Zealand as Australia's largest international tourism market.

 

Click here to download the full report.

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The influence of Western Australian visitor centres on tourist behaviour

The influence of Western Australian visitor centres on tourist behaviour | The Insight Files | Scoop.it

Visitor centres continue to play a crucial role in informing and educating tourists about local areas and tourism products, despite increasing numbers of consumers using digital channels for searching, selecting and booking travel. Tourism Research Australia (TRA) - in partnership with Tourism WA - contracted Metrix Consulting to research the effectiveness of visitor centres in Western Australia (WA), their impact on visitor behaviour, and how their offering can be improved. Among the report's key findings include:


  • Overall, 94% of respondents using a visitor centre in the study are satisfied with their experience, including 70% very satisfied.
  • There is a modest positive impact on the length of stay and spend for visitor centre users, particularly in more remote regional locations.
  • Visitor centres make an immediate financial contribution in their local area, and more broadly enhance the quality of visitor experiences and encourage future advocacy for visitors to the region.
  • The most common motivators for stopping at a visitor centre are to access information on attractions, obtain maps or find information on activities.


Click here to download the report.

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TRA: Cruise ship visitors to Darwin

TRA: Cruise ship visitors to Darwin | The Insight Files | Scoop.it

Australia's cruise industry has experienced strong rates of growth over the past decade, and contributed approximately $54 million directly to the Northern Territory's economy over 2013-14. This TRA summary reports on the onshore experiences and satisfaction of visiting cruise ship passengers and crew to Darwin. The report's key messages include:


  • Nearly all passengers surveyed spent money while in Darwin, with average expenditure at $94 per passenger.
  • There was a high rate of satisfaction with nearly all aspects of Darwin and the overall visitor experience.
  • On average, passengers participated in around five self-guided activities in Darwin. Walking around/general sightseeing and shopping were most common.
  • Nearly one-third of passengers went on an organised tour.
  • For many passengers, travel agents played an important part in the cruise booking process.
  • The rates of likely return to and recommendation of Darwin as a travel destination were high and an indicator of Darwin's appeal to cruise passengers.


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TRA: High Spending Asian Leisure Visitors

TRA: High Spending Asian Leisure Visitors | The Insight Files | Scoop.it

Tourism Research Australia has released the findings of a study undertaken on behalf of Tourism Australia to better understand high-spending Asian leisure visitors. Using data from the International Visitor Survey, the study compares 10 Asian markets to reveal unique attributes of Asian high spenders. The study highlights that the Asian high-spender market has changed dramatically in recent years and is now dominated by China. China’s share of total Asian high-spender leisure expenditure in Australia increased from 10% to 32% between 2005 and 2013. Click here to download the report.

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Australian Tourism Investment Monitor 2015

Australian Tourism Investment Monitor 2015 | The Insight Files | Scoop.it

Australia's tourism industry remains attractive to investors, with continued growth in tourism's contribution to national income and employment. Further supported by strong growth in demand for Australian tourism services from both international and domestic visitors, Australia's tourism investment pipeline continued to grow in 2014. This report estimates the total value of large-scale projects in the pipeline in 2014. Among the report's findings include:


  • There were 168 projects in 2014 - up by a net 29 projects from 2013.
  • They were valued at $53.7 billion - up $4.3 billion (or 8.7%).
  • Aviation projects accounted for the majority of the pipeline - $31.3 billion (mainly in new aircraft orders).
  • Arts, recreation and business services infrastructure projects were valued at $13.9 billion.
  • Accommodation projects were valued at $8.5 billion - providing a potential 15,195 new rooms to accommodation supply.


Click here to read the report.

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Tourism Research Australia: Tourism region profiles

Tourism Research Australia: Tourism region profiles | The Insight Files | Scoop.it

Tourism Research Australia's Tourism Region Profiles 2013-14 provide comprehensive tourism demand and supply data for 76 of Australia's tourism regions. The profiles are published annually to support the development of regional tourism and the growth of regional economies. Please note that mobile phone sampling was added to the national visitor (domestic) survey from the beginning of 2014. Prior to this, NVS data was only collected from persons with landline phones. This change has resulted in a break in series for the NVS as some of the reported trip rates and trip profiles are different for mobile phone respondents. Comparison of the 2013-14 data with earlier estimates should be interpreted with caution, as large apparent increases or decreases may be due (at least in part) due to the change in methodology. 

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Fast facts about Australia's tourism industry

Tourism Research Australia's 'Ten facts about tourism' infographic displays ten interesting facts about the Australian tourism industry. Among them include detailing that total tourism expenditure in Australia is worth almost $100 billion, making tourism Australia's number one service export industry. Australia ranks 9th in the world for global tourism expenditure, attracting over 6 million international visitors annually, with 5 million likely to recommend Australia as a tourism destination to their friends and family. Click here to download the infographic.

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Angelo Zamparutti's curator insight, December 14, 2014 11:33 PM

I've always wanted to go to Australia, it seems so expensive though

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State of the Australian tourism industry

State of the Australian tourism industry | The Insight Files | Scoop.it

The fifth edition of Tourism Research Australia's State of the Industry report reviews the Australian tourism industry’s solid performance in 2013–14 across a range of key performance indicators. Record expenditure of $30 billion by international visitors in 2013-14 and $72 billion by domestic travellers places Australian tourism in a strong position to achieve the industry's 2020 target of $115 billion in overnight expenditure. Download the full report at the following link: http://www.tra.gov.au/documents/State-of-the-industry/TRA_State_of_the_Industry_2014_FINAL.pdf

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