Consumer Research
Since 2012 Tourism Australia has undertaken research annually to understand how global consumers view Australia as a holiday destination, and what most motivates them to visit our country.
Insights from our '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.
Consumer Demand Project
Our target audience
While consumers can have very similar demographic characteristics such as age, income and gender but have completely different attitudes, interests and behaviours. Which is why we focus on psychographics - attitudes, interests, behaviours - when targetting consumers.
Our target audience is high value travellers who are motivated by what we have to offer and are most likely to choose Australia for their next holiday or business event.
Traveller snapshots
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.
