Australia Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2023 Update

Australia Source Tourism Market Report Overview

The Australia source tourism market witnessed 6.61 million outbound trips in 2022. Outbound trips from Australia were severely impacted due to COVID-19. However, the tourism sector witnessed a significant recovery post the pandemic to encourage domestic travel consequently increasing the overall expenditure during 2022. Australia’s domestic travel reached its highest in 2022 post the pandemic, reaching a total of 100.47 million trips. In overall domestic trips, leisure purposes contribute the largest share.

The Australia source tourism market research report provides a thorough insight into the Australian domestic and outbound tourism market. The report looks at the profiles of Australian tourists and summarizes the key reasons that they travel. It also offers an in-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the Australian outbound travel market.

Australia Source Tourism Market Dynamics

Affordability is the most important factor influencing Australian travelers’ holiday destination choices. Hence, in the face of growing inflation, interest rates, and a continuing rise in flight fares, the number of Australian residents visiting overseas has yet to recover to pre-pandemic levels.

Furthermore, social media is inspiring Australian travelers when choosing their holiday destinations. Advertisers should therefore focus on social media as a brand discovery tool, recognizing the important role social platforms play in informing and inspiring consumers’ spending habits.

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Australia Source Tourism Market Segments

The key segments in the Australian source tourism market are domestic tourism and outbound tourism. Domestic tourism was the leading segment in the Australian source tourism market in 2022.

Domestic Tourism: Since leisure is the most popular purpose of domestic travel for Australian travelers, most of the domestic destinations there engage tourists in leisure activities and this trend is expected to continue during the forecast period. Moreover, land was the most common mode of travel for domestic tourism in 2022. This mode is convenient for tourists because they have the flexibility and freedom to explore varied natural landscapes and take breaks whenever required. Air has become the second most popular mode of transportation.

Outbound Tourism:  New Zealand has become the top destination for Australian tourists’ international travel and air is the most popular mode of transport. Due to the restrictive measures such as lockdowns and travel restrictions during the pandemic, many people were kept away from their families in 2020, so VFR tourism reduced markedly. However, the VFR travel from Australia is expected to reach its pre-pandemic level in 2024. Sun and beach holidays were the second most preferred holidays for Australian tourists. Since New Zealand maintains tourist beach attractions like the Bay of Islands, Coromandel Peninsula beaches, and others, it is one of the main international tourist destinations.

Australia Source Tourism Market Analysis by Segments, 2022 (%)

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Australia Source Tourism Market Segmentation by Holiday Types

The types of holidays preferred by Australian tourists are visiting friends or family, sun and beach holidays, city break, cultural holidays, cruise, adventure/sports holidays, multi-stop trips, wellness/medical holidays, eco holidays, religious holidays, gastronomical holidays, wedding related holidays, and LGBTQIA+ holidays, among others. Visiting friends and family has become an important driver for Australian tourists as the country becomes more multicultural. It is the most popular holiday type that displayed remarkable resilience even during the pandemic.

Australia Source Tourism Market Analysis by Holiday Types, 2021 (%)

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Segments Covered in the Report

Australia Source Tourism Market Segments Outlook

• Domestic Tourism
• Outbound Tourism

Australia Source Tourism Market Holiday Types

• Visiting Friends or Family
• Sun and Beach Holidays
• City Break
• Cultural Holidays
• Cruise
• Adventure/Sport Holidays
• Multi-Stop Trips
• Wellness/Medical Holidays
• Eco Holidays
• Religious Holidays
• Gastronomical Holidays
• Wedding Related Holidays
• LGBTQIA+ Holidays

Scope

This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the Australian outbound travel market.

Reasons to Buy

• This report provides a clear insight into developments in Australia’s domestic and outbound tourism markets.
• The report uses data and analysis to discuss future trends related to domestic trips, international departures, traveler spending, and main destination markets.
• The report explores the different profiles of Australian tourists and the reasons that they travel, hence providing insight into the trends in different segments of the market.
• The reader gains a strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.