Australia Destination Tourism Trends Insight by Type, Source Markets, Foreign Direct Investment and Future Opportunities, 2023 Update

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Australia Destination Tourism Insight Report Overview

The total number of international arrivals in Australia amounted to 2.9 million in 2022. Australia has experienced a remarkable surge in international tourists over the past three decades. This can be attributed to various factors, including enhanced awareness among potential travelers, the development of robust tourism infrastructure, the introduction of innovative and enticing products, and the implementation of vigorous marketing strategies. Furthermore, the international allure of the destination can be attributed, partly, to its abundant array of globally renowned attractions such as the Sydney Opera House – a UNESCO World Heritage site, the Great Barrier Reef, the iconic Uluru (also known as Ayers Rock), and the picturesque Bondi Beach.

This report provides an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market, in this case Australia.

Total International Arrivals (2022) 2.9 million
Key Trends Inbound Tourism and Tourist Spending
Key Tourism Types Mass Tourism and Business Travel
Key Destination Attractions Bondi Beach, Blue Mountains National Park, Daintree National Park, Sydney Opera House, Great Barrier Reef Marine Park, and Uluru-Kata Tjuta National Park
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Australia Destination Tourism Market Trends

The key trends influencing the Australia destination tourism market inbound tourism trends and tourist spending trends.

Inbound Tourism – Australia’s tourism industry has experienced a significant shift in recent years, with an increasing number of independent travelers taking the lead. These solo adventurers have emerged as the dominant force, constituting over 50% of all inbound visitors to the country. Australia has emerged as a sought-after destination for backpackers, boasting a diverse range of activities that cater specifically to the solitary traveler sector. Adventure, wildlife, and urban tourism collectively contribute to the allure that captivates these types of travelers. In addition, it is worth noting that Australia boasts a considerable array of budget-friendly hostels, rendering it an enticing destination for young travelers on a limited budget. However, a noteworthy shift in the landscape as group travel is anticipated to experience a substantial upswing commencing in 2022. The segment of couples is projected to experience a significant growth rate, ranking second-highest among all four segments.

Tourist Spending – Australia has been capitalizing on attracting and targeting HVTs (High Value Travelers). In 2019, Tourism Australia took the initiative to release a series of informative consumer factsheets specifically tailored for high-value travelers. The tourism industry has successfully identified 14 prominent inbound markets that hold significant value. These markets include major source markets such as the United Kingdom, the United States, France, Italy, Germany, South Korea, Japan, China, Hong Kong, Singapore, Malaysia, Indonesia, India, and New Zealand. These tourists exhibit a higher propensity to engage in increased expenditure within a given destination, extend their duration of stay, and disperse their visitation across various regions within the country. The allure of culinary delights and exquisite wines, coupled with captivating aquatic and marine adventures, as well as the opportunity to immerse oneself in the wonders of nature and encounter fascinating animals, serve as significant driving forces behind the decision to embark on a journey. The Australian tourism industry has a unique opportunity to leverage the surge in international expenditure as a means to stimulate the economy during the gradual recovery from the pandemic.

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Australia Destination Tourism Types

Some of the most common destination tourism types include sun and beach, visiting friends or family, city break, cultural, adventure/sport, gastronomical, multi-stop trip, cruise, religious, wedding related and wellness/medical among others. The sun and beach holidays are the mostly preferred holiday type.

Australia is a highly sought-after destination that caters to the global demand for sun-soaked beach vacations, making it an ideal choice for travelers seeking relaxation and leisure. Additionally, Australia is a popular destination for VFR flights, allowing visitors to connect with their friends and relatives while exploring the country’s diverse attractions. Australia is a popular destination for tourists who often engage in extensive exploration throughout their visit. In several destinations, it is not customary to facilitate multi-stop excursions.

Australia Destination Tourism Market Analysis by Tourism Types

Australia Destination Tourism Market Analysis by Tourism Types

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Australia Destination Attractions

Some of the top destination attractions in Australia are Bondi Beach, Blue Mountains National Park, Daintree National Park, Sydney Opera House, Great Barrier Reef Marine Park, and Uluru-Kata Tjuta National Park among others.

Bondi Beach: Bondi’s broad white-sand crescent is one of Australia’s most recognizable beaches. Surfers are drawn to the consistent waves, while brave residents bathe in the Icebergs ocean pool all year. Trendy, health-conscious Sydneysiders visit the area’s laid-back cafés, while trendy travelers frequent the informal bars. The clifftop Bondi to Coogee Coastal Walk, with its stunning vistas, is popular with walkers and joggers.

Sydney Opera House: The Sydney Opera House is a multi-venue performing arts center in Sydney. Located on the banks of Sydney Harbour, it is widely regarded as one of the world’s most famous and distinctive buildings and a masterpiece of 20th Century architecture.

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Scope

This report is part of GlobalData’s Destination Market Insights Series. These reports provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market, in this case Australia.

Key Highlights

  • According to the analysis conducted by GlobalData, it is projected that the segment of group travel will experience a significant growth from 2022 to 2027.
  • In 2019, Tourism Australia took the initiative to release a series of informative consumer factsheets specifically tailored for high-value travelers. These factsheets were made readily available to both individuals and businesses, serving as a valuable resource for anyone interested in exploring the tourism potential of Australia.
  • In comparison to the rest of the world and the APAC region, Australia has a comparatively low-risk score. The macroeconomic and political environment is stable, and the public has great faith in government officials.
  • The years 2020 and 2021 witnessed a significant decline in business travel, primarily attributable to the far-reaching impact of the unprecedented COVID-19 pandemic. In the year 2021, we observed a significant decline in inbound business travel when compared with leisure and VFR (Visiting Friends and Relatives) segments.

Reasons to Buy

  • Obtain a clear and detailed insight into new developments in two popular tourist destinations.
  • Use data and analysis to explore trends related to international arrivals and spending, tourism segments as well as construction, foreign direct investments (FDI), airlines, and hotel developments.
  • Gain a better understanding of the opportunities in the market, as well as the risks, to support better business decisions.

NSW Aransport
LCRA Australia
Accor
Marriot international
Wyndhyam hotels and resorts

Table of Contents

Overview

Key Trends

Tourism Construction Projects

Foreign Direct Investment

COVID-19 Impact

Growth Source Market

Type of Tourism

Destination Focus

Reginal Risk Index and SWOT Analysis

Appendix

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