Tourism Australia defines the youth segment as males and females, aged between 15 and 29 years. The youth market contributes 25 per cent of all visitor arrivals to Australia and 44 per cent of all visitor spend.
For the year ending June 2016, youth arrivals increased by 10 per cent to 2.0 million, while youth visitor spend reached $17 billion, up 14 per cent for the same period.
The youth leisure segment spends more than any other leisure travel segment in Australia mainly due to higher than average length of stay and propensity to combine work, visiting friends and family, and holiday/leisure experiences.
You can find out more about the industry opportunities here.
Tourism Australia is committed to the youth market and our global brand campaign, 'There’s nothing like Australia', is equally appealing to youth as it is to other more affluent segments. It is all about celebrating the very best our country has to offer and there are literally thousands of unique and life changing tourism products available for young travellers to experience in Australia.
Recent international activity targeting the youth market includes:
Global Youth Working Holiday Maker campaign
Tourism Australia’s $10m youth campaign was launched on 25 October 2016 by the Hon. Steven Ciobo, the Minister for Trade, Tourism and Investment in the UK, Australia’s biggest working holiday maker (WHM) market. Read more here.
Australia is one of the most diverse, welcoming and beautiful countries on the planet. Our WHM program provides the perfect launch-pad for a life-changing experience, combining travel with temporary work.
The first phase of the campaign targets some of Australia’s most important WHM markets - the UK, Ireland, France, Germany, Italy, Canada, Sweden, Finland, Norway, Denmark and the Netherlands. The second phase will focus on youth more broadly, extending to additional global markets.
Tourism Australia is working with the state and territory tourism organisations, representatives of the youth industry and a range of commercial partners in the development and execution of this campaign.
Live by Aussie Rules
Tourism Australia and STA Travel launched a joint ‘Live by Aussie Rules’ campaign to highlight the benefits of working while travelling in Australia to 18 – 30 year olds in the UK.
Tourism Australia partnered with French fashion brand Celio to launch a ‘Longboard’ collection and promote Australia as an ideal youth destination. The collection featured in 140 stores across France and on a campaign website which received more than 77,000 unique visitors.
Working holiday maker promotion in Japan
Tourism Australia launched a new website promoting the working holiday visa to young Japanese travellers. The site featured testimonial videos and a competition to win a four week English course with homestay and return flights to encourage applications. As of October 2015, 20,000 Japanese take up working holiday visas annually and Australia has consistently ranked the number one destination and taken over 50 per cent of this market.
Paulette en Australie
Tourism Australia partnered with French lifestyle magazine Paulette and travel agency STA Travel on a competition to inspire young French travellers to journey Down Under. The competition, Paulette en Australie, is ran throughout September 2015 showcasing Australia’s inspiring coastal and natural beauty, food and wine as well as the working holiday maker visa.
Supersize selfies campaign
Japanese travellers had the opportunity to get involved in a ‘supersized selfie’ to help them share their holiday experiences Down Under in a promotion run by Tourism Australia in 2015. The ‘GIGA Selfie’ events – announced in Japan with a video starring Japanese model and TV personality Ren Ishikawa – was held around the country starting with the Gold Coast on Saturday 5 and Sunday 6 September 2015. Read more.
Factsheets and research