The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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International Tourism Snapshot - December 2016

International Tourism Snapshot - December 2016 | The Insight Files | Scoop.it

Tourism Australia has published an updated international tourism snapshot for year ending December 2016. International arrivals and spending are both at record levels, with Australia welcoming 8.3 million international visitors as at year ending December 2016. These visitors injected $39.1 billion into the Australian economy. Total international aviation capacity to Australia grew by 10 per cent. Click here to download the snapshot.

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Tourism Australia launches Australian Wildlife Collection

Tourism Australia launches Australian Wildlife Collection | The Insight Files | Scoop.it

Nothing sells Australia more effectively than a cute koala or wayward wombat, and now Tourism Australia is making it easier for visitors to get up and close with native fauna. A dozen 'wildlife in the wild' encounters rated best in class have been brought under one umbrella known as the Australian Wildlife Collection. The independently-run experiences all have one thing in common: a commitment to conservation. Representing every state, the encounters allow visitors to interact with wildlife in their natural habitat, from swimming with whale sharks and humpbacks on Ningaloo Reef to photographing sea lions and kangaroos on Kangaroo Island. "For 38 per cent of travellers, world-class nature is the most important factor when choosing their holiday destination after safety and security, and value for money," said Tourism Australia's Managing Director. Find out more.

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Tourism Australia's Traveller Snapshots

Tourism Australia's Traveller Snapshots | The Insight Files | Scoop.it

Tourism Australia has created a suite of traveller snapshots - quick one page insights of the travellers we are targeting in each of our core markets. These insights include traveller motivations, information sources, their perceptions, barriers to travel and TripAdvisor performance. These snapshots can be used to specifically modify and shape product offerings and marketing activities to relevant markets. Click here to download a traveller snapshot for each of the following markets: China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, UK and USA.

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Food tourism strategies to drive destination spending

Food tourism strategies to drive destination spending | The Insight Files | Scoop.it

Destination marketers face a new imperative to refine and align their culinary experience branding and marketing strategies to connect with today's digital savvy traveller. Even non-traditional tourist destinations must commit to smarter branding and marketing strategy, in order to capture sustained tourism in-flows. This Skift report outlines how stakeholders must work together to hone their content strategies and build local networks to bring out the best of what destinations can offer. The purpose of this report is to help destinations and their tourism partners develop better branding and marketing strategies around food, using Tourism Australia as a case study.

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The world's best tourism websites in 2016

The world's best tourism websites in 2016 | The Insight Files | Scoop.it

The most significant trend in front-end design and content management of tourism websites over the last few years is the shift from static 'bilboard' websites - promoting tourism and hospitality partners with lots of banner ads and generic descriptions - to more organic story-driven portals that resemble travel media websites. According to Skift, the best tourism storytelling prioritises three things:

 

  1. Developing proprietary mobile friendly maps customised to the destination versus relying on Google Maps's limited functionality in terms of design.
  2. Diving deeper into consumer segmentation profiles and developing more nuanced content based on that intelligence.
  3. Surge towards longer-form videos profiling local residents who are proudly promoting their destination in a more natural, authentic voice.

 

Find out which tourism websites rank in the top 25 here.

 

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International visitors spend an average of $5000 when holidaying Down Under

International visitors spend an average of $5000 when holidaying Down Under | The Insight Files | Scoop.it

Every international visitor who steps foot in Australia is worth 5000 to the country's economy, and the figure is growing. Tourism Australia has come up with the price tag after the industry rang up an additional $1.4 billion in sales in the first three months of the year. Figures from TRA's International Visitor Survey show in the year to March, total spending soared 17% to a record $38 billion. South Australia, Victoria and New South Wales were the biggest beneficiaries of the spending splurge as visitors splashed out on winery tours, trips to historic sites and monuments and beach outings. International spending is now growing at more than twice the rate of visitor arrivals. Find out more.

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Tourism Australia's international market profiles

Tourism Australia's international market profiles | The Insight Files | Scoop.it

Tourism Australia has updated its set of market profiles for each of the 16 core markets in which it undertakes consumer marketing and industry development activity. Click here to download the latest profile information for a snapshot of market performance, aviation, consumer insights and distribution for each of the following markets:

 

  • Americas (USA, Canada and Brazil).
  • Europe (UK, Germany, France and Italy).
  • New Zealand.
  • Greater China (China and Hong Kong).
  • Japan and South Korea.
  • South and South East Asia (Singapore, Malaysia, India and Indonesia).
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2015 International Tourism Snapshot

2015 International Tourism Snapshot | The Insight Files | Scoop.it

International arrivals and spending are both at record levels. Australia welcomed 7.4 million international visitors in 2015. These visitors injected over $36 billion into the Australian economy. Total international aviation capacity to Australia grew marginally by 1%. Download Tourism Australia's 2015 International Tourism Snapshot.

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Australia's food and wine experiences

Since the launch of 'Restaurant Australia' in May 2014, spend on food and wine in Australia has grown by $886 million (or 21 per cent). Download the 'Snapshot of food and wine' in Australia to find out more about the contribution Australia's world-class food and wine makes to the visitor economy and what tempts the taste buds of international travellers.

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Tourism Australia's latest plan to attract big spenders

Tourism Australia's latest plan to attract big spenders | The Insight Files | Scoop.it

Tourism Australia has launched a $40 million marketing campaign in New York, using the voice of actor Chris Hemsworth, to help lure cashed-up foreign tourists. The campaign comes at a time when Australia is proving increasingly popular with international visitors - in the 12 months ended September 30, arrivals rose by 7% to a record 6.7 million, with spending up 13% to $34.8 billion. The new Tourism Australia campaign is designed to compliment rather than replace the successful Restaurant Australia campaign, which has helped boost spending on Australian food and wine. It is also meant to make Australia more competitive against other destinations with strong coastal and aquatic lures, including Hawaii and South Africa. Find out more.

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Tourism Australia's favourite social media posts of 2015

Tourism Australia's favourite social media posts of 2015 | The Insight Files | Scoop.it

Tourism Australia has pulled together its favourite and most popular 10 social media posts of 2015 for news.com.au with Jesse Desjardins, global social media and content manager, saying it was a fun but tough task. "On average, we received around 1400 photos every day from our followers in 2015, providing us with stunning destination content to share daily with the world," Mr. Desjardins said. "Not only does this inspire people to visit Australia and seek out these places for themselves, but this is great marketing for operators working in the tourism industry. While our unique marsupials certainly feature prominently, so too do our incredible natural beauty, our wonderful beaches and our delicious food and wine." Check out the top 10 Tourism Australia social media posts of 2015.

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Tourism Australia's Quarterly International Markets Update

Tourism Australia has published its latest quarterly update on key inbound markets, providing information on the current state of international tourism for Australia. The report contains the latest data from the Australian Bureau of Statistics and International Visitor Survey as well as other secondary data sources. The report notes strong momentum in international arrivals and expenditure alongside an overall increase in global consumer confidence. It also gives an update on Tourism Australia activity over the quarter including plans for the ‘There’s nothing like Australia' aquatic and coastal campaign, the Aussie Specialist Program global roll out and Business Events. Download the report.

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Which Facebook pages were on top down under in the second quarter?

Which Facebook pages were on top down under in the second quarter? | The Insight Files | Scoop.it

The top Facebook page in Australia in terms of engagement in the second quarter of 2015 was Today, while Tourism Australia topped the land Down Under in terms of likes. These results are according to the latest Australian Facebook Performance Report by Online Circle Digital for Social Pulse. Newspapers and magazines was the top industry in terms of engagement during the second quarter of 2015, also posting the largest growth in likes, while the airlines, travel and tourism sector garnered the most likes. Find out more.

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Tourism Australia's 17 market traveller snapshots

Tourism Australia's 17 market traveller snapshots | The Insight Files | Scoop.it

These reports provide one-page snapshots of the travellers Tourism Australia are targeting for each of our core markets, including profile, behaviour, perceptions of Australia and TripAdvisor performance. These traveller snapshots can be used to specifically modify and shape product offerings and marketing activities to relevant markets. The snapshots have been updated with the latest 2016 data from the Consumer Demand Project and TripAdvisor. Additionally, in 2017, a traveller snapshot has been created for six additional markets: Brazil, Canada, France, Hong Kong, Italy and Taiwan. Click here to download the snapshots.

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Tourism Australia's 2016 Consumer Demand Fact Sheets

Tourism Australia's 2016 Consumer Demand Fact Sheets | The Insight Files | Scoop.it

In November 2012, Tourism Australia released the first tranche of a major international tourism research project into how global consumers view Australia, and what most motivates them to visit our country. Over the last five years, Tourism Australia has spoken to over 90,000 international long-haul travellers via online consumer research panels. In 2016, the following markets were integrated into the program: Brazil, Canada, France, Hong Kong, Italy and Taiwan. Insights from the Consumer Demand Project have been used extensively to inform the tourism industry of potential opportunities to build the value of Australian tourism.

The fact sheets have been updated with the latest consumer insights data from 2016 for Australia’s key tourism markets. Click here to download.

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The path to purchase of international association conference delegates

The path to purchase of international association conference delegates | The Insight Files | Scoop.it

Tourism Australia has recently conducted new international research examining the path to purchase behaviour of potential international association conference delegates. This research helps us better understand the core decision-making of potential delegates and the best ways in which to reach and convince them to travel to international association events held in Australia. These research findings will assist Australian industry in delivering effective marketing activity  to ultimately deliver higher delegate numbers to association conferences held in Australia. Among the findings:

 

  • Australia is the world's favourite destination for business travel. Europe was listed as second, while the US came in third.
  • Australia also ranked first for scenery, sightseeing, and being a destination worth travelling to.
  • A balance of professional outcomes and strong destination appeal provide the ideal combination for delegates.
  • Ensuring delegates have access to high quality, informative content on conference websites can greatly enhance the decision to travel.
  • Destination appeal is judged on a broad range of factors, including the ability to extend the trip beyond the conference and having a range of activities to experience including food and wine, history, culture and iconic attractions.

 

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Digital transformation in government: Tourism Australia case study

Digital transformation in government: Tourism Australia case study | The Insight Files | Scoop.it

Getting public sector digital transformation right requires two things:

 

  1. A partnership-oriented approach to embracing disruption.
  2. A focus on inclusiveness of digital citizenship.

 

This article details Tourism Australia's digital transformation journey which began in 2014, making splashes with the relaunch of Australia.com in 2015 and the launch of a virtual reality campaign focused on Australia's beaches and coastal regions in 2016. The results: record setting years for number of travellers, total visitor spend in Australia and number of jobs in the tourism sector. The global travel industry has been highly prone to disruption. Ensuring Australia is continuously positioned to benefit from these disruptions has been a key area of focus.

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Big travel winners at Cannes Lions Advertising Awards

Big travel winners at Cannes Lions Advertising Awards | The Insight Files | Scoop.it

Each June, advertising executives from around the world descend on the south of France for the Cannes Lions International Festival of Creativity, the most coveted creative awards in the industry. This year, over 40,000 submissions were entered into competition in 23 different categories. Travel brands haven't traditionally had a strong presence at the awards, but with big moves such as Airbnb hiring Jonathan Mildenhall from Coke, we'll be seeing a new standard of creative work. Among the notable examples include:

 

  • The Swedish Number - Swedish Tourist Association: The first country in the world with its own phone number. Get connection to a random Swede and talk about anything.
  • Giga Selfie - Tourism Australia: Australia, the land of giga, where everything is gigantic. Tourism Australia created the world's largest selfie service to better fit the country's vast natural landscapes into a single shot.
  • Don't Go There, Live There - Airbnb: Airbnb is supplying the means to connect people; homes is where it is starting but going forward we want to look at that end to end journey.

 

 

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Tourism Australia bet on food and wine and won

Tourism Australia bet on food and wine and won | The Insight Files | Scoop.it

Tourism Australia is driving a significant rise in annual visitation and visitor spend, thanks to the successful Restaurant Australia food and wine tourism campaign. Launched in December 2013, the global culinary promotion pivoted Australia's brand reputation toward the luxury segment by focusing on upscale and/or cultural foodies travel experiences throughout the entire country. This Skift interview with Tourism Australia's CMO, Lisa Ronson, tracks the evolution of the Restaurant Australia campaign - from research to content marketing and UGC - as well as what's in store for Tourism Australia's marketing strategy moving forward. Find out more about the Restaurant Australia campaign here.

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What motivates international consumers to travel?

What motivates international consumers to travel? | The Insight Files | Scoop.it

Tourism Australia has released the latest findings from its international consumer research study, The Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view Australia and what motivates them to visit. The research has been conducted annually across eleven of Australia's key markets, with over 60,000 international long-haul travellers via online research panels. The research is used to help shape the future marketing of Australia and identify opportunities to make the country's tourism offering more attractive to overseas visitors. Click here to download the consumer fact sheets for the following markets: USA, China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea and UK.

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Tourism Australia's International Market Update

Tourism Australia’s International Market Update (formerly the Quarterly Market Update) provides an update to industry on the current state of international tourism for Australia. At the time of

publishing, the report contains the latest Australian Bureau of Statistics data and International Visitor Survey data up to March 2016, and also references various other secondary sources. Click here to download the report.

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Australia's the lucky country when it comes to aquatic and coastal experiences

70 per cent of Australia's international visitors enjoy aquatic and coastal experiences as part of their trip to Australia and rank Australia #1 for marine wildlife and remote and developed coastal beaches and aquatic locations. Download Tourism Australia's aquatic and coastal experiences infographic to find out more about the contribution Australia’s world-class aquatic and coastal offering makes to the visitor economy and how international travellers rate their experiences. Find out more.

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SpiritedBlogger's curator insight, February 20, 2016 11:27 PM

Live in Australia....

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Australian tourism turns to user-generated GoPro films for New Year's Eve

Australian tourism turns to user-generated GoPro films for New Year's Eve | The Insight Files | Scoop.it

Over 1.5 million New Year's Eve revellers in Sydney Harbour last week watched six short GoPro films of surfers, skateboarders and zoo animals projected on the 250-feet-high columns supporting Sydney Harbour Bridge. Tourism Australia and the City of Sydney worked with social media influencers to produce the films, each created with miniature GoPro HERO4 cameras, at nearby locales such as Bondi Beach and Taronga Zoo. The projections were designed to provide a taste of Tourism Australia's upcoming global advertising campaign launching this month, which will focus on Australia's aquatic and coastal travel experiences. "This highlighted the power of user-generated content," says Jesse Desjardins, global manager of social and content for Tourism Australia. "By giving our influencers a GoPro, we were able to capture incredible content from the point of view of our audience, instead of the other way around, which is a big shift for destination marketing organisations." Watch a short video of some of the GoPro footage here.

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Food and wine trends for 2016

Food and wine trends for 2016 | The Insight Files | Scoop.it

Travel Weekly has unveiled the food and wine trends that will grace Australia's travel landscape in 2016. Business futurist Morris Miselowski says that although the fashion for foams has dissipated in Australia, food trends such as foraging, farm-to-fork eating and fermenting are now mainstream. The industry guru predicts that in 2016, we will be drinking more naked wines, embracing desserts that are more savoury than sweet, cooking over charcoal and continuing to crave comfort food like burgers. Click here to find out what food and wine loving travellers can expect in Australia in 2016.

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Tourism Australia uses food to drive luxury travel spending

Tourism Australia uses food to drive luxury travel spending | The Insight Files | Scoop.it

International visitors to Australia spent a record $34.8 billion in the 12 months ending September 30, 2015—up 13% or $4.1 billion—marking the highest jump in total inbound traveller spend since 2001. Visitor spending from the U.S. alone was up 14%. A significant factor behind that increase was due to Tourism Australia's concerted push toward luxury travel marketing in recent years. The article attributes the double-digit percentage increase in international visitor spending in Australia during the last fiscal year to four primary factors:


  1. Tourism Australia's 'There's nothing like Australia' marketing campaign positions the entire country as a luxury destination.
  2. Everyone in the Australia tourism sector seems to be on point.
  3. Tourism Australia and many of the destinations and hotels are aggressively incorporating indigenous communities into their brand storytelling and product programming.
  4. There's been a surge of new luxury accommodation product entering the market over the last six to seven years.


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