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Consumer profiles

In November 2012, Tourism Australia released the first tranche of a major international tourism research project into how global consumers view Australia, and what most motivates them to visit our country.


Over the last five years, Tourism Australia has spoken to over 90,000 international long-haul travellers via online consumer research panels. In 2016, the following markets were integrated into the program: Brazil, Canada, France, Hong Kong, Italy and Taiwan.

Insights from the Consumer Demand Project have been used extensively to inform and support development of Tourism Australia’s strategic direction, campaign development, as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism.

Consumer Demand Project Highlights

Opportunity matrix

The opportunity matrix is a comprehensive way to showcase the opportunity for Australian tourism through identifying the key thematic appeals and experience categories. Among Tourism Australia’s international consumers, Australia performs strongest with respect to natural beauty, aquatic and coastal and wildlife experiences. Aquatic and coastal experiences have a slightly stronger level of appeal and association with Australia while natural beauty experiences are considered most important. Food and wine experiences are also important among this market, but generate lower levels of association with Australia.