The Minister for Tourism, Martin Ferguson AM MP, today released the latest International Visitor Profiles, outlining market trends and consumer profiles of seven (7) of Australia's key tourism markets, including China, India and the United Kingdom.
Findings from the latest International Visitor Survey showed that despite the global financial crisis, visitor arrivals grew in four of Australia's top seven markets. Visitor arrivals increased from France (9%), India (8%), USA (5%), and China (4%). New Zealand remains Australia's largest inbound market and visitors remained steady during 2009.
The economic situation in Japan continues to impact visitor arrivals (down 22%). While the UK remained Australia's second largest inbound market worth $3.4 billion, economic conditions led to a slight decline in visitors (down 1%).
"The performance of Australia's tourism industry is commendable through what has been a very challenging year. The decision by the Australian Government and Tourism Australia to maintain a presence in international markets during the tough times has paid off."
The profiles highlight the increasing prevalence of the internet as a major 21st century marketing tool with over 50 per cent of international visitors from these markets using the world-wide-web to find out more about Australia, plan itineraries, and to look for both flights and accommodation.
"These findings emphasise the rapid rise of the internet as a valuable source of travel information and a major influencing factor for visitors to Australia. This is why Tourism Australia has made on-line and social media key marketing tools for their new $150 million global marketing campaign - There's Nothing Like Australia."
World-leading market intelligence is vital to the long-term success and sustainability of Australia's tourism industry. The Australian Government is committed to a strong Tourism Research Australia organisation to deliver this information as part of its National Long-Term Tourism Strategy.
"We want to give the Australian tourism industry and Governments the right tools and information to make sound marketing and business decisions. This latest data will empower the industry to explore international business opportunities and better target product development to meet consumer expectations. It will also inform Tourism Australia's marketing activities into the future."
Tourism Research Australia developed detailed profiles for the leading and emerging international inbound tourism markets of China, United Kingdom, India, United States, Japan and France from existing International Visitor Survey data.
Each of the International Visitor Profiles is available at www.ret.gov.au/tra.