Consumer Research

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.

The following fact sheets have been updated with the latest consumer insights data from 2016 for Australia’s key tourism markets:

  1. America
  2. Brazil
  3. Canada
  4. China
  5. France
  6. Germany
  7. Hong Kong
  8. India
  9. Indonesia
  10. Italy
  11. Japan
  12. Malaysia
  13. New Zealand
  14. Singapore
  15. South Korea
  16. Taiwan
  17. UK

An aggregate CDP fact sheet can be viewed here.

Across all markets the research also gives insights on four key areas of interest that consumers travel to experience:

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 (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with Australia.