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Europe

In Europe, Tourism Australia focuses its activities in the United Kingdom, Germany, France and Italy. Activities are managed from Tourism Australia’s offices in London and Frankfurt.





United Kingdom

In 2016, the United Kingdom (UK) was Australia’s third largest inbound market for visitor arrivals, second largest market for total visitor spend and visitor nights. Visitors from the UK generated $3.7 billion in total expenditure in 2016. The Tourism 2020 strategy estimates that the UK market has the potential to grow to between $5.5 billion and $6.7 billion in overnight expenditure by 2020.

 

UK Market Update 2017

Market profile and trends

Consumer insights

Resources

  • UK Sales Call Manual – a resource designed to help industry and suppliers plan sales and training visits to various UK operators.

Case study

UK Campaign Case Study


Germany

In 2016, Germany was Australia’s 11th largest inbound market for visitor arrivals and total visitor spend and eight largest for visitor nights. Visitors from Germany generated $1.2 billion in total expenditure in 2016. The Tourism 2020 strategy estimates that Germany has the potential to grow to between $1.9 billion and $2.3 billion in total expenditure by 2020.

Market profile and trends

Consumer insights




France

In 2016, France was Australia's 15th largest inbound market for visitor arrivals and total visitor spend and 12th for visitor nights. Visitors from France generated $0.8 billion in total expenditure in 2016. The Tourism 2020 strategy estimates that the French market has the potential to be worth more than $1 billion in total expenditure by 2020.  

Market profile and trends

Consumer insights




Italy

In 2016, Italy was Australia’s 18th largest inbound market for visitor arrivals, 17th largest market for total visitor spend and 18th largest for visitor nights.

Market profile and trends

Consumer insights




Europe market update & case studies

Italy

In 2016, Italy was Australia’s 18th largest inbound market for visitor arrivals, 17th largest market for total visitor spend and 18th largest for visitor nights.

 

Market profile and trends

Consumer insights


Continental Europe market update & case studies

Italy

In 2016, Italy was Australia’s 18th largest inbound market for visitor arrivals, 17th largest market for total visitor spend and 18th largest for visitor nights.

 

Market profile and trends

Consumer insights


Continental Europe market update & case studies

Europe Market Update 2017
Case study - Etihad campaign
Case study - Indigenous Champions campaign