Since 2012 Tourism Australia has undertaken research annually to understand how global consumers view Australia as a holiday destination, and what most motivates them to visit our country.
Insights from our '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.
Our target audience - high value travellers
While consumers can have very similar demographic characteristics such as age, income and gender but have completely different attitudes, interests and behaviours. Which is why we focus on psychographics - attitudes, interests, behaviours - when targetting consumers.
Our target audience is high value travellers who are motivated by what we have to offer and are most likely to choose Australia for their next holiday or business event.
Find out more about high value travellers.
Based on information gathered by our Consumer Demand Project we produce traveller snapshots which are released annually to provide insights into the travel preferences and behaviours of the general consumer and high value travellers from each of our key markets.
The Insight Files
Drawing from a range of sources, Tourism Australia’s Marketing Strategy and Insights team curates consumer trends and news related to the tourism and travel industry.
Topics include technology, social media, consumer behaviour, emerging trends and markets, tourism investment opportunities, competitive insights and consumer segments.
The aim of The Insight Files is to keep the industry informed of potential trends, challenges and opportunities to assist in building the value of Australian tourism.