Tourism Australia has released its Tourism 2035 plan, as it looks to double the expenditure generated by high-yield travellers to as much as AUD69 billion by 2035.
The latest figures show that international visitors contributed AUD57 billion in total overnight spend in the past year, of which AUD33 billion was generated by Tourism Australia’s strategic targeting of high-yield travellers.
Tourism Australia md Robin Mack says Tourism 2035 has identified 10 key global factors influencing future demand for Australia tour ism and sets an ambitious course to create and convert demand into high-value visitation.
New Zealand falls into the report’s ‘activate’ markets, ‘where there is still value to be won, but where either room for growth or responsiveness to marketing is lower—or both’. “New Zealand’s historic, cultural and geographic closeness to Australia, along with high investment from Australia’s states and territories; mean that Tourism Australia can invest in markets where that investment will generate greater incremental growth.” For the business events market New Zealand sits in the second-tier incentive-only group of destinations. This includes plans to offer support to incentive planners and decision-makers arranging trips to reward achievements, such as a trip to reward a sales team for reach ing its targets. “Our vision is for Australia to be the first destination every traveller dreams of, and the one they ultimately choose,” adds Mack.
The priorities, addressing global fac tors such as global volatility and high yield competition, will include marketing to showcase Australia’s unrivalled breadth, capitalising on the major events runway, and defining a distinctive luxury positioning for Australia, it says. See more HERE.
