Who we spoke to. Long haul travellers across 15 of Australia s key tourism markets

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2 Who we spoke to Long haul travellers across 15 of Australia s key tourism markets

3 Importance factors for destination choice A safe and secure destination A destination that offers value for money Good food, wine, local cuisine and produce World class beauty and natural environments Interesting attractions to visit Rich history and heritage Friendly and open citizens, local hospitality A family friendly destination Spectacular coastal scenery Clean cities, good infrastructure Great swimming beaches A range of quality accommodation options Native or cultural heritage or activities Exciting events, local festivals and celebrations Great shopping/ world class brand names Romantic destination Different and interesting local wildlife Flights with no stop-overs Ease of obtaining visa Indigenous experiences Vibrant city lifestyle A destination that offers the best in luxury accomm. 22% 20% 19% 18% 17% 17% 16% 15% 14% 14% 12% 12% 11% 11% 10% 30% 27% 39% 38% 37% 36% 47%

4 Importance factors for destination choice Factors by country (%) Top 1 Top 5 INDO NZ SING MALAY KOR JAP CHINA INDIA RUS ITA GER FRA USA UK BRA

5 Elements of World class beauty and natural environments Elements by country (%) Top 1 Top 2 INDO NZ SING MALAY KOR JAP CHINA INDIA RUS ITA GER FRA USA UK BRA Remarkable scenery to soak up and enjoy 49% Visiting sites of historical, cultural or religious significance 21% Engaging with nature first hand (for example by hiking, bike riding or scuba diving) 19% World Heritage status areas 11% None of the above 0%

6 Types of World class beauty and natural environments Types by country (%) Top 1 Top 3 INDO NZ SING MALAY KOR JAP CHINA INDIA RUS ITA GER FRA USA UK BRA

7 Australian Coastal Holidays Concept Test To understand the most appealing type of Australian coastal holiday, respondents were canvassed on four different coastal holiday options. Each concept consisted of a series of images supported by factual and contextual information. Nature Passive Active Urban

8 Most appealing coastal holiday concept

9 Most appealing coastal holiday concept Top 1 Top 2 INDO NZ SING MALAY KOR JAP CHINA INDIA RUS ITA GER FRA USA UK BRA

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11 Island Escape - metrics Negative responses Positive responses Appeal Association Uniqueness Intention Questions: How appealing is this idea of an Australian coastal holiday? How strongly do you associate this idea with an Australian coastal holiday? Questions: How unique would you say these ideas of an Australian coastal holiday are? Having seen these ideas about an Australian coastal holiday how likely are you to visit Australia for a holiday in the next two years?

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13 Explore and Engage - metrics Negative responses Positive responses Appeal Association Uniqueness Intention Questions: How appealing is this idea of an Australian coastal holiday? How strongly do you associate this idea with an Australian coastal holiday? Questions: How unique would you say these ideas of an Australian coastal holiday are? Having seen these ideas about an Australian coastal holiday how likely are you to visit Australia for a holiday in the next two years?

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15 Coastal Beach Town Culture - metrics Negative responses Positive responses Appeal Association Uniqueness Intention Questions: How appealing is this idea of an Australian coastal holiday? How strongly do you associate this idea with an Australian coastal holiday? Questions: How unique would you say these ideas of an Australian coastal holiday are? Having seen these ideas about an Australian coastal holiday how likely are you to visit Australia for a holiday in the next two years?

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17 Urban Meets Beach - metrics Negative responses Positive responses Appeal Association Uniqueness Intention Questions: How appealing is this idea of an Australian coastal holiday? How strongly do you associate this idea with an Australian coastal holiday? Questions: How unique would you say these ideas of an Australian coastal holiday are? Having seen these ideas about an Australian coastal holiday how likely are you to visit Australia for a holiday in the next two years?