Domestic tourism, particularly the domestic overnight leisure market, is a key segment of the Australian tourism industry. Tourism Australia works with the States and the industry on the development of “best of Australia” experiences and promotes these to our target market known as Australian Experience Seekers.
Tourism Australia does this for two primary reasons:
- To help grow domestic tourism expenditure by more than what is simply produced by economic influences and
- To increase the regional dispersal of domestic travellers.
The National Visitor Survey
This survey is published quarterly by Tourism Research Australia and is the major source of information on the characteristics and travel patterns of domestic tourists within Australia. The National Visitor Survey data is collected throughout the year with an annual sample of 120,000 Australian residents over the age of 15 years and collects details about respondents' recent travel, for day trips, trips involving overnight stays and overseas travel.
Experience Seeker Profiles
Find out more about Tourism Australia’s target market - the Experience Seeker:
Further analysis on the domestic tourism market is available from Tourism Research Australia.
Market Sector Snapshots
Tourism Research Australia’s Market Sector Snapshots highlight travel trends for domestic visitors who stay in particular accommodation or participate in particular activities during their stay.
Snapshots are available for the following niche markets; Backpacker Accommodation, Caravan or Camping, Culture and Heritage, Nature Based, Food and Wine, Indigenous, Mature Age and Bed and Breakfast.