Tourism Australia targets high yield traveller spend in Tourism 2035 plan

Tourism Australia is aiming to grow global demand for the destination’s tourism sector and it outlined how it will achieve that goal in its newly released 10-year Tourism 2035 strategic plan.

In it, Tourism Australia’s goal is to grow total overnight high yield traveller spend to between $61 and $69 billion by 2035, helping to boost the economic contribution of Australia’s second largest export sector.

Robin Mack, Managing Director, Tourism Australia, said that at a time when global competition has never been fiercer, Tourism 2035 identified 10 key global factors influencing future demand for our tourism offering.

Mack explained that: “This strategy sets an ambitious course to create and convert demand into high-value visitation to Australia by addressing factors influencing traveller choice, through harnessing technology and fostering partnerships and collaboration across the tourism sector.”

And he continued: “Our vision is for Australia to be the first destination every traveller dreams of, and the one they ultimately choose. The goal is for Australia to double the expenditure generated by high yield travellers to as much as $69 billion by 2035.”

Robert Dougan, Executive General Manager Strategy and Culture, Tourism Australia, made it clear that Australia was well placed to capitalize on the global forces shaping future demand and competition.

Dougan observed that: “The Asian Century, the future of flight, rise in travel for good, the massive potential of major events and breadth of experiences driving choice are five of the factors Australian tourism will encounter over the next decade.”

And he pointed out that: “Tourism Australia’s efforts will be squarely focussed on creating and converting demand for travel to Australia by positioning our destination offering in the best way possible. Tourism 2035 provides our industry with insight on what to be prepared for and where the opportunities lie.”

The latest figures show that international visitors contributed $57 billion in total overnight spend in the past year, of which $33 billion was generated by Tourism Australia’s strategic targeting of high yield travellers in their marketing. International visitation also contributed to more than 360,000 tourism businesses and over 720,000 jobs, providing measurable benefits for urban and regional Australia.

As Mack sees it: “A flourishing tourism sector delivers benefits far beyond economic impact. It creates jobs in both urban and regional areas, supports businesses large and small, helps to protect our natural and cultural assets and builds resilient communities across the nation.”

Over the next three years, Tourism Australia will focus its marketing and distribution efforts on four immediate priorities that respond to major factors likely to contribute to growth.

Those factors include:

• Marketing to humans and machines: Ensure our marketing engages with machines, algorithms and AI systems to recommend Australia as a top choice for holidays and business events. This will be just as important as connecting directly with consumers.
• Showcase our unrivalled breadth: Australia is famous for its beaches and wildlife, but travellers now want multiple experiences in one trip and different ways of getting around. Tourism Australia’s priority is to show the full Australian experience.
• Capitalize on the major events runway: Tourism Australia will use the global spotlight on Australia to showcase the country as a premier travel destination, not just a host of world-class events. This will include building a national platform for destination marketing for the Olympics to spread the benefits across all states and regions.
• Define a distinctive luxury positioning for Australia: Global definitions of luxury are shifting away from opulence to deep connection to nature and rare experiences. Australia is rich in these areas. Tourism Australia will focus on our distinctive form of luxury.

CLICK HERE to access Tourism 2035.

Photo courtesy of Tourism Australia