Mood of the Nation A study into the perceptions held by Australian consumers with respect to the size and value of Australia s tourism industry
The Mood of the Nation research was initiated to provide a quantitative read on perceptions held by Australian consumers with respect to the size and value of Australia s tourism industry, in addition to perceived benefits and consequences. The aim of the research was to identify key issues that might negatively affect perceptions or that might alter on-theground experience for visitors. A further aim is to compare the sentiment around tourism across different regions of the country potentially introducing the need for further infrastructure or marketing investment to help grow or maintain growth to regions.
The online survey was conducted in September 2016 amongst n=1,000 Australians. A nationally representative sample was chosen to make sure areas are represented in the data proportionally to current population. NSW/ACT 333 VIC 252 QLD 201 WA 106 SA 76 TAS 23 NT 9 Industry 120
Perceptions of the value of Australian tourism Insight: Three quarters of respondents underestimate the value of tourism as an export. Underestimate 73% 19% 12% 28% 33% 8% Don't know It's not top five but is in the top ten It's not top three but is in the top five It's not number one, but is in the top three It's the number one services export Q13. Australia s exports contribute significantly to the overall services economy. Where do you think international tourism ranks as a services export in the Australian economy?
Perceptions of inbound tourism arrivals to Australia Insight: Over 60% of Australians underestimate inbound tourism arrivals to Australia. Underestimate 63% Overestimate 19% 13% 28% 23% 11% 7% Don't know 1 million 2 million 4 million 8 million 10 million Q9. At current levels, how many international visitors do you think come to Australia each year?
Perceptions of Australians employed in tourism Insight: 37% overestimate the proportion of Australians employed in tourism. Underestimate Overestimate 37% 23% 21% 19% 16% 20% Don't know 1 in 20 1 in 10 1 in 8 1 in 5 1 in 2 1% Q9. How many Australian workers do you think are either directly or indirectly employed in the tourism industry?
Perceptions of international visitation to regional destinations Insights: Half of respondents underestimate international visitation to regional destinations. Underestimate 50% Overestimate 21% 13% 16% 21% 23% 6% Don't know 1 in 20 1 in 10 1 in 6 1 in 4 1 in 2 Q14: How many international visitors visit regional (i.e. not metropolitan) destinations when on holiday in Australia?
Perceptions of top inbound visitor markets to Australia Insight: Respondents correctly identified the top three inbound markets for visitation. China UK New Zealand Japan 36% 48% 44% 82% Actual Top 3 USA 27% India Hong Kong Indonesia Germany Singapore 12% 11% 7% 6% 5% Other (NET) 21% Q10. Which of the following countries does Australia receive the most visitors from? Please select the top three. 8
Perceptions of top inbound spend markets to Australia Insight: Excluding japan, respondents correctly identified the top three inbound markets for expenditure. China Japan USA UK New Zealand 19% 38% 47% 46% 77% Actual Top 3 Hong Kong 18% Germany Singapore India Indonesia 8% 8% 6% 4% Other (NET) 29% Q11. Which of the following countries visitors spend the most money while visiting Australia? Please select the top three.
Perceptions of Australia s current intake of inbound visitors Insight: Only 11% of Australians view the current intake as excessive. Too many 11% Just right Too few 41% 8% 4% 7% 39% 19% 22% Don't know 1 = too many 2 3 = just right 4 5 = too few Q16:Overall, from your perspective, do you think that Australia attracts too many, too few, or just the right amount of international visitors?
Perceptions of Australia s predicted intake of 10m inbound visitors by 2020 Insight: Less than a quarter of consumers believe the forecast growth is excessive. Too much 22% Just right Not enough 18% 10% 12% 60% 11% 7% 1 = too much growth 2 3 = just right 4 5 = not enough growth Q17: Some experts have predicted that in 2020, approximately 10 million international visitors will come to Australia. Given that nearly 8 million international visitors come to Australia now, do you think that this is too much growth, the right amount of growth, or not enough growth?
Perceptions of Australia s capacity to manage inbound visitor growth Insight: three quarters of consumers believe Australia is equipped to handle current visitor intake. 100% 12% 75% 13% Total Australians 18+ Don't know Australia is equipped to handle current numbers Current number is putting too much pressure on Australia Q15: Which of the following statements best describes your overall perception?
Perceptions of pros and cons of tourism Insight: Over half of Australians believe international tourism creates opportunities for business and economic growth. Less than a quarter perceive negative outcomes of tourism to Australia. Creates growth opportunities for businesses Creates employment opportunities for residents Creates economic growth for the regions 51% 54% 56% Improves Australia s cultural diversity 40% Drives infrastructure development in the regions 34% Improves the Australian quality of life 26% Makes accommodation too expensive for Australian residents 22% Makes it hard for Australian residents to find accommodation vacancies Means attractions are too busy for Australian residents to enjoy Results in damage to Australia s natural environment 17% 16% 15% Q21: Below is a list of possible pros and cons a country could experience as a result of international tourism. From your perspective, to what extent do you agree or disagree with each of these statements? (7 point scale) International tourism to Australia...
Perceptions of the importance of marketing Australia internationally Insight: 83% of Australians are proud of the way Australia is promoted overseas. Australia is a destination international visitors want to visit 94% International tourism is good for Australia 94% Tourism is important for Australia's future 93% Tourism is vital to regionals areas of Australia 89% Tourism is an industry I d encourage Australians to work in 84% I am proud of how Australia is promoted overseas 83% Tourism is an industry I d encourage my friends and family to work in 76% I am concerned about tourism's impact on the environment 44% Q21: Do you agree with the following statement?
Awareness of Australia s current global tourism campaign Insight: One quarter of respondents correctly identified Australia s current global tourism campaign. Incorrect 36% 38% 10% 19% 7% 25% Don't know Where the bloody hell are you? Come and say G'day Come walkabout There's nothing like Australia TA1: What is Australia s current global campaign?
Attitudes towards Chris Hemsworth s status as global tourism ambassador Insight: Over 80% of Australians are supportive of Chris Hemsworth as Australia s global tourism ambassador. 4% 14% 32% 25% 23% Poor Fair Good Very Good Excellent TA5: The current tourism ambassador for Australia is Chris Hemsworth. How would you rate Chris Hemsworth as being representative of Australia as a holiday destination?
Views on how Australia should be marketed internationally Insight: Consumer perceptions of how Australia should be marketed internationally are largely aligned with Tourism Australia s core pillars. Aquatic and coastal 19% 16% 13% World class nature 21% 14% 9% Safety and security 16% 10% 12% Local and different wildlife 6% 9% 7% Family friendly Value for money Interesting attractions 6% 5% 5% 5% 4% 6% 8% 7% 4% First Second Third Good food and wine 3% 5% 6% Native or indigenous experiences 3% 5% 6% Friendly and open citizens 3% 5% 5% TA6: Please select the top three factors that you believe are the best ways to promote Australia overseas, in order from 1 to 3.
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