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