Who we spoke to Long haul travellers across 15 of Australia s key tourism markets
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%
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 46 53 64 58 60 59 45 33 46 26 46 38 49 53 35 28 53 47 36 35 39 24 31 44 46 50 51 41 43 16 24 32 35 36 35 53 46 31 35 40 43 33 35 46 38 40 25 28 32 46 39 57 33 26 33 40 65 31 30 27 13 54 52 45 40 8 22 28 40 40 29 23 47 45 50 20 28 23 21 26 41 34 22 24 37 33 38 33 35 32 31 33 31 25 14 19 14 21 25 25 38 33 32 34 24 28 27 27 26 19 24 26 28 21 13 15 18 24 17 21 27 14 13 16 15 20 27 20 17 21 19 29 20 22 18 41 13 23 32 22 12 19 24 16 20 13 9 15 10 26
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% 57 52 59 43 59 46 64 27 44 41 46 47 48 56 37 Visiting sites of historical, cultural or religious significance 21% 15 24 20 18 23 21 8 24 28 27 19 23 23 28 18 Engaging with nature first hand (for example by hiking, bike riding or scuba diving) 19% 18 16 9 21 7 12 18 34 16 22 27 20 21 11 34 World Heritage status areas 11% 10 6 11 17 10 21 10 15 13 10 6 10 8 5 11 None of the above 0% 1 1 0 0 0 0 0 0 0 0 1 1 1 0 0
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 26 26 14 27 23 19 46 24 23 27 31 23 30 17 27 15 25 23 17 28 37 13 15 32 28 13 21 27 27 19 24 10 18 23 26 14 19 20 13 9 14 19 8 12 20 11 16 22 10 5 5 4 15 21 15 18 18 18 23 17 14 13 13 12 13 13 10 15 8 13 17 11 11 13 13 8 6 6 10 3 10 8 10 2 7 5 6 3 6 4 1 3 3 1 1 2 0 1 0 1 2 2 2 2 1
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
Most appealing coastal holiday concept
Most appealing coastal holiday concept Top 1 Top 2 INDO NZ SING MALAY KOR JAP CHINA INDIA RUS ITA GER FRA USA UK BRA 23 32 30 33 36 28 20 27 44 31 35 28 33 32 25 29 32 29 22 25 25 32 22 27 28 23 43 32 27 24 31 19 25 33 28 27 31 39 20 28 26 18 19 25 34 17 18 15 12 11 20 17 12 9 14 15 11 16 16 18
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?
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?
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?
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?