Tourism Australia release their Regional Investment Report
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Tourism Australia release their Regional Investment Report
The Tourism Investment in Regional Australia report recently released by Tourism Australia proves that Australian tourism isn’t just about the capital city tourism regions or the Gold Coast, so many Australian icons and bucket-list spots are located across regional Australia.
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SuppliedTourism Australia release their Regional Investment Report
The report states that Regional Australia is well-placed to capitalise on millenials being the next wave of travellers. Their intense global demand for travel experiences that resonate on a deeper emotional level is also driving travel brands to develop product that is more adventurous, more personalised, and more attuned to local culture, inspiring consumers toward a path of self-discovery.
The top three international source markets to regional Australia in 2016 were the United Kingdom, New Zealand and the United States of America, which together comprised around one third of total visitor nights. This represents a marked difference to total Australia where China dominates.
China and Taiwan are the two largest Asian source markets, with growth having averaged 13.4 per cent and 12.8 per cent respectively over the past five years. Other high growth markets include Hong Kong, Malaysia, India and Thailand, with all four markets recording double digit growth between 2011 and 2016.
Growth in self-drive travel has the potentialto increase visitation to Australia’s regions even more with international visitors indicating a desire to spend an average of six nights of a 14-night trip in regional Australia and visiting up to four different destinations. The most sought after experiences correlate with Australia’s core offerings of aquatic and coastal, wildlife and natural beauty, food and wine and with considerably fewer visitors seeking city experiences.
The tourism potential in regional Australia is significant given the size of the country and diversity of experiences offered in each state or territory. With many regions offering a multitude of experiences across all key activities, destination drivers, new attractions, accommodations, and offerings will serve both to take advantage of the current visitation and drive additional tourism.
Click here to view the full Tourism Investment in Regional Australia report.
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