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Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure
and business events. The organisation is active in 15 key markets and activities include advertising, public relations and media
programs, trade shows and industry programs, consumer promotions, online communications and consumer research.
In January 2020, Tourism Australia launched ‘Holiday Here This Year’, as part of the National Bushfire Recovery Fund, to encourage
Aussies to holiday in Australia and support bushfire recovery efforts. As a result of Covid-19 Tourism Australia will continue to
promote and support the Australian tourism industry by encouraging Aussies to get out and see their own backyard.
93% Enjoy escaping day-to-day life when travelling
92% Travel to enrich their knowledge
92% Like to get a taste for the local cuisine when travelling
91% Like to travel to places they haven’t been to before
90%Travel to become more open-minded and knowledgeable of
the world we live in
Overnight trips
Overnight spend
Total nights
spending
Per trip
Staying an average
Spend per night
Since 2012 Tourism Australia has undertaken research annually to understand how
consumers view Australia as a holiday destination, and what most motivates them to
travel to and around Australia. While research has predominately focused on
understanding international consumer behaviour, Tourism Australia has continued to
undertake domestic research over the last eight years.
Insights from the Consumer Demand Project have been used extensively to inform
and support the development of Tourism Australia’s strategic direction, campaign
development, as well as to inform the tourism industry of potential opportunities to
build value of Australian tourism.
Safety and security, value for money and world class nature and wildlife are the most
important drivers for destination choice to Australian travellers. While 66% of
Australian travellers travelled within their state of residency, 34% travelled to another
state. Domestic travellers stay an average of 4 nights and spend approximately $687
per trip.
1
46%
44%
30%24%
19%
18%
13%
13%
13%
12%11%
Uncertain
Stressed
Resilient
Optimistic
Positive
United
Divided
Negative
Disconnected
Progressive
Distrusting
Source: Tourism Australia’s Consumer Demand Project April 2020, National Visitor Survey December 2019
April 2020
Read as: 54% of Australian travellers state safety and security is important to their destination choice.
38%
35%
28%
24%
23%
France
Italy
Australia
Hawaii
Greece
62%
62%
59%
58%
57%
Italy
France
UK
Germany
Greece
38%
35%
34%
33%
33%
France
Italy
USA mainland
UK
Australia
40%
34%
33%
29%
25%
Australia
New Zealand
Thailand
Indonesia/ Bali
Vietnam
54%
49%
47%
37%
35%
32%
25%
24%
23%
20%
17%
17%
15%
14%
13%
Safety & security
Value for money
World class nature & wildlife
History & heritage
Friendly citizens
Good food & wine
Family friendly
Range of accommodation options
World class aquatic & coastal experiences
Clean cities
Vibrant city lifestyle
No stop-overs
Ease of visa process
Great shopping
Museums & galleries
52%
37%
36%
27%
26%
Australia
Kenya
South Africa
New Zealand
Canada
72%
58%
43%
41%
39%
Australia
New Zealand
Canada
UK
Singapore
*AUS #15
65%
44%
30%
29%
29%
Australia
New Zealand
Hawaii
Fiji
Canada
61%
53%
37%
33%
31%
Australia
New Zealand
Canada
UK
Hawaii
2
55%
55%
53%
42%
40%
UK
France
Italy
Germany
Australia
49%
32%
31%
31%
31%
Australia
New Zealand
Kenya
Mexico
India
55%
51%
47%
35%
33%
Italy
France
Australia
Japan
Greece
63%
62%
47%
45%
41%
Australia
New Zealand
Canada
Switzerland
Hawaii
39%
32%
30%
24%
22%
Australia
USA mainland
UK
France
Italy
69%
50%
38%
35%
32%
Australia
Hawaii
Fiji
New Zealand
Caribbean
38%
34%
29%
27%
26%
USA mainland
Australia
Italy
France
UK
31%
26%
24%
22%
18%
Australia
Japan
Brazil
Hawaii
Germany
Read as: 72% of Australian travellers associate safety and security with Australia
Source: Tourism Australia’s Consumer Demand Project, April 2020
9-24 April 2020
9-24 April 2020
47%
35%
28%
26%
25%
25%
20%
20%
19%
13%
Consider it a safe & friendly place to visit
Have family & friends living there
Consider it an exciting place to travel to
Have already travelled there & would like to return
It is close to travel to
Provides activities & attractions I'm interested in
Flights are cheap
Have heard good things from friends & family
A cheap destination to holiday in
There are direct flights
15%
13%
12%
11%
10%
10%
8%
6%
5%
4%
High cost of travelling around
High cost of living expenses
Other places I'd prefer to go
Expensive airfares
Already been there & want to see other places
Planned a holiday to another destination
The Australian dollar makes it too expensive
It is easy to put off for another time
I don't have enough annual leave
I don't consider it an exciting place to travel to
41%
37%
24%
23%
19%
18%
16%
13%
12%
11%
Australia
USA mainland
France
UK
Italy
Japan
New Zealand
Indonesia/ Bali
Canada
Hawaii
27%
12%
8%
7%
7%
4%
4%
4%
4%
3%
Australia
New Zealand
USA mainland
Indonesia/ Bali
Japan
Canada
UK
Europe
Thailand
Fiji
12%
7%
7%
5%
5%
5%
4%
4%
4%
3%
Australia
USA mainland
Europe
Japan
Hawaii
Canada
New Zealand
UK
France
Italy
88%
33%
24%
24%
23%
19%
19%
19%
18%
18%
Australia
New Zealand
UK
USA mainland
Japan
France
Italy
Hawaii
Singapore
Canada
49%
20%
13%
12%
12%
12%
10%
9%
9%
8%
Australia
New Zealand
Japan
UK
None
USA mainland
Italy
Singapore
France
Hawaii
81%
52%
49%
42%
37%
36%
36%
32%
32%
32%
Australia
New Zealand
UK
USA mainland
Italy
France
Singapore
Canada
Japan
Indonesia/ Bali
Read as: 41% of Australian travellers state Australia is the most fashionable destination.
Read as: 47% of Australian travellers consider Australia as a safe and friendly place to visit as key driver in selection.
Read as: 27% of Australian travellers have read or seen advertising for Australia.
3
Source: Tourism Australia’s Consumer Demand Project, April 2020
9-24 April 2020
July 2019
71%
70%
68%
58%
52%
51%
51%
48%
45%
42%
42%
39%
38%
37%
36%
33%
32%
31%
28%
26%
Melbourne
Gold Coast
Sydney
Brisbane
Cairns / Great Barrier Reef
Great Ocean Road
Tasmania/Hobart
Adelaide
Blue Mountains
Perth
Canberra
Byron Bay
The Barossa
Uluru/Ayers Rock
Phillip Island
Darwin
Kangaroo Island
Margaret River
Kakadu National Park
Broome/Kimberley region
22%
21%
16%
16%
14%
13%
10%
10%
10%
9%
7%
6%
6%
6%
6%
6%
6%
5%
5%
4%
Melbourne
Gold Coast
Tasmania/Hobart
Sydney
Brisbane
Cairns / Great Barrier Reef
Adelaide
Great Ocean Road
Perth
Blue Mountains
Byron Bay
Kangaroo Island
Canberra
Darwin
Phillip Island
The Barossa
Margaret River
Uluru/Ayers Rock
Broome/Kimberley region
Kakadu National Park
39%
37%
32%
31%
27%
25%
23%
22%
22%
19%
17%
16%
16%
15%
14%
14%
14%
13%
12%
12%
Melbourne
Gold Coast
Sydney
Tasmania/Hobart
Cairns / Great Barrier Reef
Brisbane
Great Ocean Road
Perth
Adelaide
Blue Mountains
Byron Bay
Canberra
Kangaroo Island
Darwin
Uluru/Ayers Rock
The Barossa
Margaret River
Phillip Island
Broome/Kimberley region
Kakadu National Park
Read as: Of Australian travellers, 71% are aware of the experiences available in Melbourne.
4
30%
30%
29%
24%
24%
22%
22%
21%
21%
20%
19%
17%
17%
16%
15%
14%
14%
13%
13%
12%
Gold Coast
Tasmania/Hobart
Melbourne
Adelaide
Great Ocean Road
Cairns/Great Barrier Reef
Brisbane
Sydney
Blue Mountains
The Barossa
Perth
Margaret River
Byron Bay
Kangaroo Island
Phillip Island
Darwin
Kakadu National Park
Canberra
Uluru/Ayers Rock
Broome/Kimberley region
50%
46%
40%
33%
33%
30%
27%
25%
23%
17%
16%
14%
13%
13%
10%
9%
9%
9%
8%
8%
Kakadu National Park
Kangaroo Island
Cairns/Great Barrier Reef
Tasmania/Hobart
Phillip Island
Uluru/Ayers Rock
Broome/Kimberley region
Darwin
Blue Mountains
Great Ocean Road
Margaret River
Perth
Gold Coast
Byron Bay
Sydney
Adelaide
Melbourne
Brisbane
The Barossa
Canberra
53%
48%
44%
38%
34%
33%
22%
20%
19%
19%
18%
17%
17%
16%
11%
11%
11%
9%
8%
7%
The Barossa
Margaret River
Melbourne
Tasmania/Hobart
Adelaide
Sydney
Perth
Byron Bay
Gold Coast
Kangaroo Island
Brisbane
Cairns/Great Barrier Reef
Blue Mountains
Great Ocean Road
Canberra
Broome/Kimberley region
Darwin
Phillip Island
Kakadu National Park
Uluru/Ayers Rock
49%
45%
39%
35%
34%
29%
27%
24%
24%
23%
22%
22%
20%
18%
18%
17%
16%
15%
13%
12%
Uluru/Ayers Rock
Tasmania/Hobart
Kakadu National Park
Sydney
Melbourne
Blue Mountains
Broome/Kimberley region
Darwin
Cairns/Great Barrier Reef
Great Ocean Road
Canberra
The Barossa
Adelaide
Kangaroo Island
Margaret River
Perth
Phillip Island
Brisbane
Gold Coast
Byron Bay
56%
55%
55%
53%
53%
44%
43%
41%
37%
32%
30%
28%
27%
22%
20%
19%
18%
15%
13%
11%
Cairns/Great Barrier Reef
Blue Mountains
Uluru/Ayers Rock
Great Ocean Road
Kakadu National Park
Tasmania/Hobart
Broome/Kimberley region
Kangaroo Island
Margaret River
Byron Bay
Phillip Island
The Barossa
Gold Coast
Darwin
Sydney
Perth
Melbourne
Adelaide
Brisbane
Canberra
57%
55%
49%
45%
32%
29%
29%
27%
27%
26%
23%
17%
15%
13%
12%
10%
6%
5%
4%
3%
Cairns/Great Barrier Reef
Gold Coast
Great Ocean Road
Byron Bay
Kangaroo Island
Sydney
Phillip Island
Perth
Tasmania/Hobart
Broome/Kimberley region
Margaret River
Brisbane
Adelaide
Melbourne
Darwin
Kakadu National Park
Blue Mountains
The Barossa
Uluru/Ayers Rock
Canberra
Source: Tourism Australia’s Consumer Demand Project, April 2020
9-24 April 2020
9-24 April 2020
Solo
5%
5%
9%
13%
14%
14%
22%
23%
23%
45%
Hostel or backpackers
Caravan or camping
Luxury Lodges (5 star +)
Bed and Breakfast
Self Contained (Airbnb)
< 3 star
3 star
Friends or relatives
5 star
4 star
1%
1%
3%
3%
4%
6%
8%
10%
13%
13%
16%
17%
18%
22%
31%
33%34%
Own campervan
Hired campervan
Bicycle
Some other
Motorbike
Own car
Uber
Cruise ship
Ferry
Hire car, with driver
Long distance train
Hire car, drove it
Friends & relatives car
Metro train
Bus or coach
Taxi
Plane
Read as: 34% of Australian travellers travelled to multiple places on their last holiday.
Read as: When on holidays, 45% of Australian travellers prefer to stay in 4 star accommodation.
FREE AND
INDEPENDENT
TRAVELLER (FIT)
SEMI FIT
GROUP
Couple
Family
Friends
Other
5
2%
3%
3%
4%
4%
5%
6%
8%
9%
11%
12%
12%
14%
23%
33%
34%
Education
Sporting event
Special interest
Backpacking
Working holiday
Other
Short break
Special occasion
Non-sporting event
Pursue a specific activity
City break
Cruise
Beach holiday
Resort holiday
Visiting family & friends
Travel to multiple places
Source: Tourism Australia’s Consumer Demand Project, April 2020
July 2019
8%
8%
12%
16%
16%
16%
18%
18%
22%
28%
Other travel site
Accommodation/experience provider site
Traveller review sites
Destination specific websites
Online flights booking site
Internet searching
Talking to friends and relatives
Brochures
Online hotel booking site
Been there before
61%
55%
Indirect
Direct
22%
48%
18%
6%6%
7 months+3-6 months1-2 months3-4 weeks1-2 weeks
16%
44%
26%
7%7%
7 months +3-6 months1-2 months3-4 weeks1-2 weeks
Read as: 48% of Australia select a destination 3-6 months before they travel.
Read as: 55% of Australian travellers book direct (e.g. via a hotel or airline website).
Read as: 33% of Australian travellers source of inspiration comes from visiting a destination previously.
Online Combination
6
Offline
9%
15%
15%
15%
17%
19%
19%
20%
24%
33%
Ads online
Airline
Brochures
Traveller review sites
Internet searching
Talking to friends and relatives
Accommodation/experience provider site
Online flights booking site
Online hotel booking site
Been there before
6%
16%
16%
31%
38%
Airline (offline)
Travel agent (offline)
Other
Travel website/app
Airline (online)
8%
20%
23%
25%
30%
Travel agent (offline)
Other
Travel website/app
Tour operator
(offline)
Tour operator (online)
8%
13%
16%
22%
27%
33%
Other
Travel agent (offline)
Accommodation
provider (offline)
Private accommodation
provider
Accommodation
provider (online)
Travel website/app
Read as: 38% of Australian travellers book flights directly through an airlines website when booking their last Australian holiday.
Source: Tourism Australia’s Consumer Demand Project, April 2020
July 2019
34%
32%
15%
7%
6%
5%
2%
Partner and children
Partner
Alone
Parents
Housemates
Single with children
Relatives/family
30%
21%
15%
12%
7%
6%
4%
5%
Professional
Manager
Clerical & Admin
Labour/trade
Sales worker
Self-employed
Community worker
Other
20%
17%
13%
12%
11%
7%
6%
4%
2%
2%
2%
2%
2%
1%
Melbourne
Sydney
Perth
Brisbane
Adelaide
Other QLD
Other NSW
Other VIC
ACT
Other SA
Other WA
Hobart
Other TAS
Darwin
17%
22%
28%
24%
9%
18-29
30-39
40-54
55-69
70+
ABOUT THE RESEARCH
Tourism Australia undertakes comprehensive research on a quarterly basis across eleven international markets.
Annually, Tourism Australia speaks to over 1,600 Australian travellers through online research panels. Insights from the HVT research have
been used extensively to inform and support development of Tourism Australia’s strategic direction, campaign development and to inform the
industry of potential opportunities to build the value of Australian tourism.
WANT TO KNOW MORE? Fact sheets for thirteen of Australia’s key tourism markets can be accessed via:
http://www.tourism.australia.com/en/markets-and-stats/consumer-research.html
For more information, please contact:
www.tourism.australia.com
Read as: 45% of Australians surveyed work full time.
Read as: 17% of Australian’s survey were aged between 18-29 years.
7
Source: Tourism Australia’s Consumer Demand Project, April 2020
45%
20%
17%
9%
5%
3%
2%
Work full time
Work part time
Retired
Home duties
Looking for work
Full time student
Other
July 2019
7%
11%
21%
30%
31%
I can't see myself travelling at all in future
I'd be travelling now if there were no restrictions
I am keen to travel once travel restrictions are lifted
I'd be more cautious about travelling for a while
I'd consider travelling once restrictions are lifted
6%
12%
19%
26%
28%
32%
40%
Have found very good deals
Using ticket vouchers
Don't know
Now have the time to do it
Replace a previous delayed trip
Would like to visit friends and family
Feel like I really need a holiday
70%
20%
7%
2% 1%
Not at all likely
Unlikely
Likely
Very Likely
Not sure
On 23 January 2020 Tourism Australia launched its ‘Holiday Here This Year’ campaign, as part of the National Bushfire Recovery
Fund, to encourage Australians to holiday in Australia and support the bushfire recovery effort this year.
9-24 April 2020
Tourism Australia continues to undertake frequent domestic research to monitor the impact of COVID-19 on domestic travel. From
research undertaken in April through the Consumer Demand Project the top concern for 89% of Aussies is the long-term economic
impact with 15% already losing their jobs to the outbreak, 27% are still employed but on reduced hours/income, and a further 23%
fear their jobs will be impacted. While 85% of Aussies are confident we are coping with the outbreak as well as possible, 65% are
afraid of contracting the virus.
14%
3%
26%
39%
13%
4%0%
Not sure+2 years1-2 years6-12 months3-6 months1-3 monthsNext month
Source: Tourism Australia’s Consumer Demand Project, April 2020
10%
14%
17%
17%
18%
29%
31%
57%
Don't know
Intended travel destination not safe yet
Financial situation wouldn't allow
Concerned about future finances
Attractions are closed
Afraid of contracting coronavirus
Wouldn't like to risk spreading the virus
Travel restrictions won't allow it
2%
5%
9%
24%
60%
Other
Actively planning my next holiday
Researching potential holiday destinations
Thinking and dreaming about my next holiday
Not thinking about my next holiday right now
Read as: 60% of Aussies are not thinking about their next holiday right now.
Read as: 40% of Aussies feel like they really need a holiday as there top driver to take one.
Read as: 39% of Aussies are intending to travel domestically in the next 6-12 months but are not looking to book in the next month.
