New high-value traveller profiles for international markets
Tourism Australia has published new high value traveller consumer fact sheets for 14 key inbound markets: USA, the United Kingdom, France, Italy, Germany, South Korea, Japan, Mainland China, Hong Kong, Singapore, Malaysia, Indonesia, India and New Zealand.
High-value travellers are likely to spend more, stay longer and disperse more regionally.
They travel long haul (out of region) on a regular basis and have a preference for Australia as a holiday destination.
They have distinct key drivers for destination choice such as food and wine, aquatic and coastal, and nature and wildlife experiences when choosing a holiday destination.
Most importantly they represent high value with above average trip expenditure.