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Tourism Australia releases new market and consumer profiles

13 May 2016

In 2015 Hong Kong visitor spending rose 23 percent to $1.2bn, Italian visitors stayed an average 71 nights and 26 per cent of German visitors choose to fly with Emirates according to Tourism Australia’s latest international market profiles.

The updated market profiles released today highlight market performance, the aviation landscape, planning and booking information sources and distribution for each of Tourism Australia’s target markets.

In addition Tourism Australia has published in-depth consumer profiles for each market, giving more detailed insight into the most important factors for travellers when selecting a holiday destination.

The profiles, created in time for the annual Australian Tourism Exchange, also show Australia’s ranking against key competitors in terms of consumer’s aspiration to visit, awareness of experiences, intention to visit and actual visitation.

The consumer demand research helps determine strategic priorities to achieve the Tourism 2020 goal by providing a comprehensive assessment of Australia’s current destination appeal and the latent demand potential.

The research is conducted annually across eleven of Australia’s key tourism markets: China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, UK and USA. Over the last four years, Tourism Australia has spoken to over 60,000 international long-haul travellers via online research panels.