Consumer research

Additional global research undertaken in 2022 identifies the granular tourism experiences in demand post-pandemic across 20 markets.

While research has predominately focused on understanding international consumer demand, Tourism Australia has also included the domestic market in this research since 2016, whilst collaborating with State and Territory partners. Based on information gathered by the Consumer Demand Project Tourism Australia produces traveller profiles which are released annually to provide insights into the travel preferences and behaviours of consumers. Market specific traveller profiles are available on the market regions pages.

Undertaken in 2022 as the world opened back up to travel, Tourism Australia’s large-scale Future of Demand research was designed to support Australia’s tourism industry, to make decisions about where demand exists and ways to maximise the opportunities across 20 markets including Australia, New Zealand, Indonesia, Singapore, Malaysia, Hong Kong, China, South Korea, Japan, India, USA, Canada, United Kingdom, Germany, France and Italy, as well as the emerging markets of Taiwan, Thailand, Philippines and Vietnam.

Tourism Australia launched the Travel Sentiment Tracker in April 2020 as a new piece of research to help us understand shifting consumer behaviour and travel sentiment around COVID-19 and travel restrictions, across 16 markets including Australia, New Zealand, Indonesia, Singapore, Malaysia, Hong Kong, China, South Korea, Japan, India, USA, Canada, United Kingdom, Germany, France and Italy. Given the reopening of borders and commencement of travel, this additional research stopped in June 2022.

Insights from Tourism Australia’s research have been used extensively to inform and support development of Tourism Australia’s strategic direction and campaign development, as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism.