In Europe, Tourism Australia focuses its activities in the key markets of France, Germany, Italy and the United Kingdom. Activities are managed from Tourism Australia’s offices in London and Frankfurt.
Visitors to Australia from France generated $0.561 billion in total expenditure in 2010. The 2020 Tourism Industry Potential estimates that the French market has the potential to grow to between $1.153 billion and $1.405 billion in total expenditure by 2020. Download the France Market Profile 2011 which provides an overview of market performance, aviation and distribution.
Germany delivered $0.910 billion in total expenditure in 2010. The 2020 Tourism Industry Potential estimates that Germany has the potential to grow to between $1.902 billion and $2.316 billion in total expenditure by 2020. Download the Germany Market Profile 2011 which provides an overview of market performance, aviation and distribution.
There were 56,401 visitor arrivals from Italy in calendar year 2010, up two per cent on the previous year. Download the Italy Market Profile 2011 which provides an overview of market performance, aviation and distribution
Visitors from the UK generated $3.184 billion in total expenditure in 2010. The 2020 Tourism Industry Potential estimates that the UK market has the potential to grow to between $5.479 billion and $6.675 billion in total expenditure by 2020. Download the UK Market Profile 2011 which provides an overview of market performance, aviation and distribution.
Tourism Australia also undertakes some activity in Switzerland, the Netherlands, the Nordic region, Ireland, Spain, Russia and South Africa.
Katherine Droga, Tourism Australia's Regional General Manager for Continental Europe, reports on European market performance and the importance travel agent training from Corroboree Europe 2011, held in Darwin.
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