To achieve the 2020 Tourism Industry Potential, Tourism Australia will focus the majority of its global marketing resources on markets which represent the greatest potential for tourism growth to 2020. Tourism Australia will also target those emerging markets that have the strongest growth potential, and will continue to support rest of world markets. This represents a balance of high growth volume markets, growing “dispersal” markets and those countries emerging as opportunities.
Critical markets
Potential to be worth over $5 billion by 2020
Potential to be worth over $3 billion by 2020
- New Zealand
- Japan
- South Korea
Core markets
Potential to be worth between $1.5 billion and $3 billion by 2020
- Singapore
- Gulf Countries
- Malaysia
- Germany
- Indonesia
- Hong Kong
- India
- Canada
- France
Rest of World markets
Fast emerging
High Priority
All other markets