Global Market Strategy

The Tourism 2020 Strategy is a rallying call to Australian industry and governments to focus on increased returns from the tourism industry.

To achieve the Tourism 2020 Strategy, Tourism Australia will focus the majority of its global marketing resources on markets which represent the greatest potential for tourism growth to the year 2020. Tourism Australia will also target those emerging markets that have the strongest growth potential, and will continue to support rest-of-world markets.

Key markets have been categorised by the potential of growth in visitor spend by 2020. Visitor spend, tracked by the International Visitor Survey, refers to the amount of AUD spent by travellers on their trips to Australia.

Visitor spend by these markets has the potential to be worth over $5 billion by 2020

  • Greater China* (China and Hong Kong)
  • North America* (USA and Canada)
  • UK*

Visitor spend by these markets has the potential to be worth over $2.5 billion by 2020

  • New Zealand**
  • South Korea*
  • Singapore*
  • Malaysia*

Visitor spend by these markets has the potential to be worth over $1 billion by 2020

  • Japan*
  • Indonesia*
  • India*
  • Continental Europe

Rest of world

  • Brazil
  • All other markets

 

*denotes countries where Tourism Australia also targets Business Events in addition to leisure consumers.

**Tourism Australia’s activity in New Zealand is focused on Business Events consumers only.