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The Insight Files
Consumer trends and news curated by Tourism Australia
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Meet the PANKs: The new breed of traveller

Meet the PANKs: The new breed of traveller | The Insight Files |

PANKs are Professional Aunts, No Kids, and according to the World Travel Mart Global Trends Report, this is a key emerging demographic. The number of PANKs in the United States alone is estimated at 23 million; they spend some $9 billion per year on children. At this stage, there is no robust research on the trend in Australia. As women marry later, they are also having kids later or not at all, and spending a great deal of time earning income. This income gives them the option to indulge nieces and nephews, taking them on cultural adventures. These changing demographics are redefining family travel: no longer is it simply mum, dad and two kids. Find out more.

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Chinese tourists to overtake the Kiwis

Chinese tourists to overtake the Kiwis | The Insight Files |

China and Hong Kong are poised to overtake New Zealand as the biggest source of tourists to Australia in a landmark development for the hospitality industry, research suggests. Australia will attract more tourists from China and Hong Kong than it does from New Zealand from mid-next year. The number of tourists from China and Hong Kong hit 1.14 million in the year to June - up 17.5% on the previous year. Five years ago, fewer than 600,000 visited. Tourist numbers from New Zealand totalled 1.27 million in the year to June and have also been growing steadily but at a far slower pace.

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Tourism Australia launches new Chinese website -

Tourism Australia launches new Chinese website - | The Insight Files |

Tourism Australia today launched a new Chinese consumer website, the first consumer website the National Tourism Agency has developed exclusively for an overseas market.


The website has been designed to cater for the way Chinese consumers view the internet, with content specifically tailored to highlight Chinese consumers’ most preferred Australian travel experiences, as well as full integration with China’s most popular social media platforms.


Read the full story here:

Via ATECToday
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What affluent Chinese tourists want?

What affluent Chinese tourists want? | The Insight Files |

Exploring options to tap this new market

By Davendra Sharma


trade ties or aid handouts from China but few in the region are serious about luring the big-spending Chinese tourists, considered by experts to be the fastest-growing US$85 billion market in the world.


Overseas-bound tourists from China hit a record 83 million last year and travel agencies expect the number to soar to 94 million in 2013—the most external travel by any country—as tourism operators world-wide explore options to accommodate their tastes.


Rich Chinese tourists prefer Shangri-La hotel chain and they love shopping—they mainly clamour for high-end French brands such as Louis Vuitton, Hermes, Chanel and Cartier. The Hong Kong Chinese-owned Shangri-La with five-star lodgings has top-end market hotels in Middle East, North America, Oceania and Europe.


The China Daily newspaper last month observed that Chinese travellers spend US$85 billion in outbound trips in countries which catered for their preferences—reading, tea-tasting, driving and spending time with family, in that order.


Tourist numbers to the islands region are minimal with only Fiji noting a significant rise in arrivals over the last decade since China carved a reputation to become a world economic superpower—the second largest economy behind the United States.


Just five years ago—only 4,087 Chinese nationals, a minute 0.8% of total arrivals, called into Fiji but that number soared to 25,000 last year.


It follows special deals and initiatives by Air Pacific, now Fiji Airways, to fly into Hong Kong and the Papua New Guinea-based Bank of South Pacific linking their debit card with China’s UnionPay, which has customers exceeding 3.1 billion customers. Chinese tourists now also enjoy on-arrival visas. UnionPay is China’s biggest international debit card agency with recent dealings extending to Australia’s Commonwealth Bank.


Just as ethnic Chinese-owned businesses are on the rise around the islands region, so too are those seeking permanent residency. Countries like Australia, New Zealand, PNG, Solomon Islands, Tonga, Fiji, Vanuatu and Samoa have ethnic minorities of Chinese descent among their populace. Some estimates have put 80,000 “overseas Chinese” in the islands region with around 20,000 each in Fiji and PNG.


Read more at 

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Twenty things that shock first-time visitors to Australia

Twenty things that shock first-time visitors to Australia | The Insight Files |

Whether it's the food, wildlife or the sheer size of the place, Australia is full of surprises for first-time visitors from overseas. David Whitley, British travel writer and regular visitor to Australia's shores, shares the top 20 things that first timers here won't be expecting. Among the list includes, the seasons, the size of kangaroos, quality of ingredients, the world of 'mate' and the rich history. Find out more.

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Travel Boom: Young Tourists Spent $217 Billion Last Year, More Than Any Other Group

Travel Boom: Young Tourists Spent $217 Billion Last Year, More Than Any Other Group | The Insight Files |

Backpackers may finally be getting some respect – at least from an economic standpoint.Young people are traveling more, staying away for longer periods of time and spending more money, a new report indicates.


In 2012, $217 billion of the $1.088 trillion tourism “spend” worldwide came from young travelers, an increase that vastly outstripped that of other international travelers, according to a new study of youth and student travel released by Amsterdam-based World Youth Student and Educational Travel Confederation. Young travelers now represent 20 per cent of international tourism, making the group an important economic force.

Andrea Rossi's curator insight, October 11, 2013 4:52 AM

"The change in motivation behind traveling is one of the starkest shifts in trends the youth travel sector has seen in the last five years"

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China tourism set for boom like Japan in the '80s

China tourism set for boom like Japan in the '80s | The Insight Files |

China's tourism is "at the cusp of a multi-decade" boom similar to the trend seen in Japan three decades ago, says ANZ.


Chinese travelers, at 83 million in 2012, make up a sizeable group of consumers, so it is understandable that talk of a slowdown in the world's second largest economy could make countries dependent on China tourism receipts a little nervous.


Read the full story here:

karenpinney's curator insight, August 12, 2013 5:24 AM

Growth of tourism in China

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Chinese tourists visiting regional areas in Australia

Chinese tourists visiting regional areas in Australia | The Insight Files |

CHINESE tourists are starting to venture beyond Australia's big cities in encouraging news for regional tourism.


Visitors from China are heading to destinations including the Gold Coast and Tropical North Queensland in growing numbers, according to a report.


They are also spending more time in regional areas than the international visitor average.


The news is at odds with billionaire casino tycoon James Packer's view that Chinese tourists are predominantly interested in visiting cities.


The Deloitte Tourism and Hotel Market Outlook predicted that in little more than 20 years the number of Chinese tourists to Australia could parallel our entire international tourism market today.


More than two thirds of growth in the next three years will come from Asia, mostly from China.

But US tourists are also returning as that country's economy improves.

"We've known for some time that China is where the growth is and where the biggest opportunity is but until recently it's been quite focused on the gateway cities,'' Deloitte Access Economics director Lachlan Smirl said.


"The share of their time spent in Sydney and Melbourne has fallen from 73 per cent to 63 per cent since 2008.


"Some of the other regions are starting to share the benefits of this rapidly growing market."


Mr Smirl said Queensland had benefited from Chinese airlines flying to Cairns and improving transport to other regional areas could help spread tourists further.


International visitor arrivals grew nearly five per cent over the year to March and visitor nights grew more than seven per cent, significantly outpacing average growth of the last decade.


While the falling Australian dollar may make the destination more appealing for international tourists, Mr Smirl said the growth in income and the rising Chinese middle-class in particular was a bigger factor.


He said the high dollar didn't seem to deter tourists from visiting Australia.

They just spent less while here.


Domestic tourism is also bouncing back, with the gap in the growth between overseas holidays and local breaks narrowing.


"People have had their overseas trips, they have been to Bali, they're now starting to resort back to local destinations," Mr Smirl said.


The report also found that business travel was starting to soften as growth in the mining sector eased.


Hotel occupancy rates fell by around 2 per cent in Brisbane and Perth over the year to May.


But Mr Smirl said that demand for hotels was still growing at close to twice the pace of supply, despite the fact 65 new accommodation projects are in the pipeline.


Many of the projects are three and four-star hotels and serviced apartments because the cost of five-star hotels is difficult for developers to justify.


Tourism Australia is adapting its strategy to cater to the Asian market, launching a tourism campaign in Shanghai last year.

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