The Australian Experiences Framework was developed in 2006 in response to research results and in line with Tourism Australia’s corporate plan. The framework focuses on seven Key Australian Experiences which are based on Australia’s core strengths and our points of difference from the rest of the world.
Communication around these key experiences will assist in increasing the level of knowledge of Australia as a destination and motivate Experience Seekers to move from preference to intention to travel to Australia. Australia’s aim is to move to the top of our global consumer's mental checklist. To do this, Tourism Australia and its industry partners must put a greater emphasis on the world’s best Australian Experiences.
Why Experiences?
Experiences are the drivers and motivators of our target audience. As such, Australia needs to highlight the experiences which best meet these motivations, and highlight those which distinctively differentiate Australia relative to the competition. This approach will expand the experience palette for Australia, generate greater conversation and involvement with the destination, increased dispersal and ultimately, higher spend and revenue for Australian industry.
The Experience Seeker Analysis and research undertaken by Tourism Australia throughout 2005 identified the Global Experience Seeker as Australia's target mindset audience.
These travellers have:
High awareness of Australia however poor level of knowledge;
Need for 'new news'; and
Connect with our people, lifestyle and environment.
Experience Seekers are, by definition, looking for unique, involving and personal experiences from their holidays.
Providing motivation regarding Australia’s compelling experiences will enhance the value of our destination in the competitive decision-making process. From a seller and supplier perspective, the additional value created in the eyes of this consumer group provides opportunity for premium pricing and higher margins.