Since 2012, Tourism Australia has undertaken regular research via the Consumer Demand Project to understand how consumers view Australia as a holiday destination, and what most motivates them to travel to and around Australia.
While research has predominately focused on understanding international consumer demand, Tourism Australia has also continued to undertake domestic research over the last eight years. Based on information gathered by our Consumer Demand Project we produce 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.
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.
Insights from the Consumer Demand Project and Travel Sentiment Tracker 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.
Our target audience is High Value Travellers (HVTs). They are high spending travellers, who are motivated by what Australia has to offer and most likely to choose Australia for their next holiday or business event.
Tourism Australia’s target audience for the domestic market in FY21 are Willing Travellers. Willing Travellers are those Australians who have the means and desire to travel during this period of extreme disruption. This audience is a mass audience, meaning it encompasses most of the adult Australian population, however due to the unequal effects of the COVID-19, and the resulting recession, some demographic and behavioural segments are more heavily featured within it.