Consumer Demand INDIA
-
Upload
anonymous-p1dmzvx -
Category
Documents
-
view
224 -
download
0
Transcript of Consumer Demand INDIA
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 1/10
Understanding the Indian consumer May 2014
Understanding the Indian consumer
Respondent Profile
Male
Female
Under 24 years
25- 34 years
35- 44 years
45- 54 years
55- 64 years
65+ years
12%
52%
29%
5%
2%
0%
Delhi
Mumbai
Other
55%
45%
0%
67%
33%
Gender Age Place of Residence
Under Rs. 5,99,999
Rs. 6,00,000 to Rs. 9,99,999
10,00,000 to Rs. 13,99,999
14,00,000 to Rs. 21,99,999
22,00,000 to Rs. 29,99,999
30,00,000 to Rs. 41,99,999
Over Rs. 42,00,000
Don’t know / not say
Partner and children
Parents
Partner
Housemates
Alone
Single parent
Relatives/ family members
Other living situation
Work full time
Work part time
Home duties
Looking for work
Full time student
Retired
Other
Manager
Professional
Self-employed/ Entreprenuer
Labourer / tradesperson
Clerical & Admin Worker
Other
Sales Worker
Community Worker
Farmer
Income Living Situation Employment Status Occupation
16%
20%
13%
14%
12%
13%
8%
3%
47%
27%.
15%
4%
4%
2%
1%
0%
84%
6%
2%
2%
2%
2%
1%
48%
39%
6%
3%
2%
1%
1%
0%
Most important factors when selecting a holiday destination (Top 5)
20%
20%
20%
17%
17%
15%
15%
13%
12%
12%
33%
33%
31%
31%
28%28%
27%
24%
23%
22%
21%
21%
Respondents were asked what they look for when choosing any holiday destination.
A safe and secure destination
World class beauty and natural environments
A destination that offers value for money
Good food, wine, local cuisine and produce
Interesting attractions to visitA family friendly destination
Romantic destination
Clean cities, good road infrastructure with clear signposts
Great shopping/ world class brand names
Rich history and heritage
Exciting events, local festivals and celebrations
Friendly and open citizens, local hospitality
Ease of obtaining visa
Spectacular coastal scenery
A destination that offers the best inluxury accommodation and facilities
Vibrant city lifestyle
Different and interesting local wildlife
A range of quality accommodation options
Flights with no stop-overs
Great swimming beaches
Indigenous experiences
Native or cultural heritage or activities
A major tourism research project into how international consumers view Australia and the factors most likely to motivate them to visit the country
has been undertaken by Tourism Australia. The scale and depth of the research is unprecedented and provides unique insights into consumer demandin 15 of Australia’s most important inbound markets. Insights from the work will contribute towards the industry achieving its Tourism 2020 goal – toincrease annual overnight tourism spending to between A$115bn and A$140bn by the end of the decade. The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering moreattractive to overseas visitors.
Sample size n=860
Read as: 33% of respondents rate ‘a safe and secure destination’ as among the top 5 mostimportant factors when choosing a holiday destination.
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 2/10
Understanding the Indian consumer May 2014
Safety and security
Respondents were asked what constitutesa ‘safe and secure destination’.
United States
Switzerland
Canada
Australia
Germany
France
Mauritius
United Kingdom
Italy
New Zealand
44%
44%
40%
40%
39%
35%
33%
32%
30%
29%
77%
50%
43%
43%
38%
38%
36%
34%
34%
30%
45%
45%
38%
38%
35%
34%
32%
31%
31%
28%
Switzerland
United States
Canada
Germany
Mauritius
France
United Kingdom
Australia
Italy
New Zealand
Australia
Canada
United States
Germany
France
Switzerland
Japan
New Zealand
United Kingdom
Brazil
Read as: 77% of those that have previously visited Australia had associated Australia with ‘a safe and secure destination’.
All respondentsRespondents who havevisited Australia
Respondents who have notvisited Australia
Elements of a ‘safe and secure’ destination
Respondents who indicated Australia wasnot ‘safe and secure’ were asked why not.
31%
21%
15%
11%
9%
9%
4%
55%
39%
29%
27%
24%
4%
A low chance of terrorism
A low chance of being robbed or assaulted
Law enforcement system with integrity thatcan be trusted
A low chance of health risk
A destination whose people have similarbeliefs to mine
Lack of bad reports about the treatment offellow travellers
None of the above
Bad reports about the treatment offellow travellers
A high chance of being robbed orassaulted
A high chance of terrorism
Law enforcement system withoutintegrity that cannot be trusted
A destination whose people havedifferent beliefs to mine
Other
World class beauty and natural environments
Switzerland
Australia
Mauritius
Hawaii
Canada
France
Italy
Germany
South Africa
Brazil
44%
40%
40%
37%
34%
34%
34%
30%
29%
28%
70%
46%
43%
38%
38%
38%
36%
36%
36%
34%
43%
41%
38%
34%
33%
33%
33%
29%
28%
27%
Switzerland
Mauritius
Hawaii
France
Australia
Italy
Canada
South Africa
Germany
Brazil
Australia
Switzerland
Canada
Germany
Italy
Mauritius
Brazil
France
United Kingdom
Hawaii
Read as: 70% of those that have previously visited Australia had associate Australia with ‘world class beauty and natural environments’.
All respondentsRespondents who havevisited Australia
Respondents who have notvisited Australia
Respondents were asked what constitutes‘World class beauty and natural environments’.
Elements of ‘world class beauty and natural environments’
Respondents were asked what are themost important types ‘world class beautyand natural environments’.
34%
27%
24%
15%
0%
24%
20%
15%
15%
15%
10%
1%
Engaging with nature first hand, for example
by hiking, bike riding or scuba diving
Remarkable scenery to soak up and enjoy
Visiting sites of historical, cultural
or religious significance
World Heritage status areas
None of the above
Tropical islands and beachesenvironments
Natural developed coastal environments
Historical / cultural / religiousenvironments
Wilderness / mountain environments
Natural remote coastal environments
Wide open inland / outbackenvironments
None of the above
How does Australia Rank?
Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess
of 50 international destinations.
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 3/10
Understanding the Indian consumer May 2014
Value for money
Australia
Canada
Mauritius
Hong Kong
Switzerland
Italy
Brazil
United States
France
Germany
33%
30%
29%
27%
26%
24%
23%
22%
22%
21%
58%
42%
37%
33%
32%
32%
32%
30%
28%
27%
29%
27%
26%
26%
24%
22%
21%
21%
19%
18%
Mauritius
Canada
Australia
Hong Kong
Switzerland
Italy
France
Brazil
Germany
Hawaii
Australia
Canada
United States
Switzerland
Brazil
Hong Kong
Mauritius
Italy
South Africa
Japan
Elements of ‘value for money’
Respondents were asked what constitutes ‘value for money’when choosing a holiday destination.
Respondents who indicated Australia was not ‘value formoney’ were asked why not.
35%
23%
14%
14%
12%
1%
61%
52%
48%
25%
19%
1%
The best experiences I can affordwithin my budget
Unique / world’s best experiences thatcannot be had anywhere else
Low cost of living expenses (food,
accommodation, etc.) in the country or region
Low cost of travelling around thecountry or region
Inexpensive airfares to the country or region
None of the above
High cost of living expenses (food,accommodation, etc.)
Expensive airfares
High cost of travelling around
Experiences that are not unique andcan be had elsewhere
Not the best experiences I can affordwithin my budget
Other
All respondents Respondents who havevisited Australia
Respondents who have notvisited Australia
Read as: 58% of respondents who have visited Australia previously associated Australia with ‘value for money’.
Romantic destination
Switzerland
Mauritius
France
Australia
Hawaii
Italy
Canada
United States(excluding Hawaii)
Germany
Brazil
49%
41%
34%
31%
31%
24%
24%
22%
21%
20%
56%
51%
49%
49%
35%
35%
35%
35%
33%
33%
48%
42%
31%
30%
26%
22%
20%
19%
18%
18%
Switzerland
Mauritius
France
Hawaii
Australia
Italy
United States(excluding Hawaii)
Brazil
Canada
Mexico
Australia
Switzerland
Canada
France
Hawaii
Germany
Greece
Mauritius
Italy
UK
All respondents Respondents who havevisited Australia
Respondents who have notvisited Australia
Read as: 56% of respondents who have visited Australia previously associated Australia with a ‘romantic destination’.
Rich history and heritage
Italy
Germany
France
United States(excluding Hawaii)
Greece
UK
Mauritius
Brazil
China
South Africa
Australia
34%
31%
30%
28%
28%
26%
25%
25%
24%
24%
23%11th 17th
61%
39%
39%
36%
36%
32%
32%
32%
32%
32%
35%
30%
28%
28%
27%
27%
25%
23%
23%
22%
17%
Italy
Germany
France
Greece
United States(excluding Hawaii)
UK
China
Brazil
Mauritius
Switzerland
Australia
Australia
France
Mauritius
Germany
South Africa
Brazil
Canada
United States(excluding Hawaii)
Japan
Italy
All respondents Respondents who havevisited Australia
Respondents who have notvisited Australia
Read as: 61% of respondents who have visited Australia previously associated Australia with ‘rich history and heritage’.
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 4/10
Understanding the Indian consumer May 2014
Good food, wine, local cuisine and produce
France
Italy
Australia
Germany
Canada
Mauritius
United States
Mexico
Hong Kong
Switzerland
38%
38%
35%
33%
32%
30%
29%
28%
28%
27%
63%
53%
49%
47%
43%
39%
39%
37%
37%
35%
36%
36%
30%
28%
28%
28%
27%
26%
25%
25%
France
Italy
Germany
Australia
Mauritius
Canada
United States
Mexico
Hong Kong
Switzerland
Australia
Canada
France
Italy
Germany
Hong Kong
Mauritius
Greece
Switzerland
United States
Elements of ‘good, wine, local cuisine and produce’
Respondents were asked what constitutes ‘good food, wine,local cuisine and produce’ when choosing a
holiday destination.
Respondents were asked what are the most importanttypes ‘good food, wine, local cuisine and produce’.
21%
20%
18%
17%
13%
10%
2%
22%
19%
16%
14%
14%
10%
4%
Interesting and exciting street-food
Fresh local produce grown or raised
in pristine natural environments
A heritage of food and wine culture
A national style of cooking I like
Award winning fine dining restaurants
Vineyards with great food offerings
None of the above
Natural fruit and vegetables
A range of multicultural food options
Fresh seafood
Award winning wineries
High grade meat and livestock
Renowned cheese and dairy
None of the above
All respondentsRespondents who havevisited Australia
Respondents who have notvisited Australia
Read as: 63% of those that have previously visited Australia had associated Australia with ‘good food, wine, local cuisine and produce’.
How is Australian food and wine currently viewed by Indian consumers?
Spectacular outdoor dining
Fresh local produce grown or raised
in pristine natural environments
Fish and chips on the beach
Fresh seafood
A heritage of food and wine culture
Multicultural food
Backyard BBQs
High grade meat and live stock
Unique culinary experiences
Stunning food and wine trails
Fine dining restaurants
Wineries with great food
Meat pie with sauce
Outback Steakhouses
Food and wine events and local festivals
None of the above
Respondents were asked which factors they currently associate with the Australian food and wine offering.
37%
35%
33%
32%
29%
26%
26%
26%
25%
23%
23%
21%
20%
20%
17%
7%
Read as: 37% of respondents associated Australian food and wine with ‘spectacular outdoor dining’.
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 6/10
Understanding the Indian consumer May 2014
Exciting events, local festivals and celebrations
Brazil
Mauritius
Canada
Australia
France
Italy
Germany
Hawaii
Hong Kong
Switzerland
41%
33%
32%
32%
32%
31%
31%
27%
25%
24.%
64%
53%
47%
44%
44%
42%
42%
36%
33%
33%
41%
31%
29%
27%
27%
27%
26%
25%
24%
23%
Brazil
Mauritius
Canada
Germany
Italy
France
Switzerland
Hawaii
Australia
Hong Kong
Australia
France
Italy
Canada
Germany
Brazil
Mauritius
United States
Hawaii
Hong Kong
Respondents were asked what constitutes ‘excitingevents, local festivals and celebrations’ when choosinga holiday destination.
19%
14%
13%
13%
10%
9%
8%
8%
5%
2%
Natural and wildlife events
Music festivals
Cultural celebrations
Family events
Arts and entertainment events
Sporting events
Food and Wine festivals
Local/ regional events
Religious events
None of the above
All respondents Respondents who havevisited Australia
Respondents who have notvisited Australia
Elements of ‘exciting events, local festivals and celebrations’
Read as: 64% of respondents who have visited Australia previously associated Australia with ‘exciting events, local festivals and celebrations’.
Reads as: 72% of Indians respondents indicated they always time their holiday andplaces visited with an event or festival of interest.
Friendly and open citizens, local hospitality
Canada
United States(excluding Hawaii)
Mauritius
Australia
Germany
Switzerland
France
Italy
Hong Kong
UK
35%
35%
35%
33%
32%
29%
29%
27%
23%
20%
56%
41%
38%
38%
34%
34%
31%
28%
28%
25%
35%
35%
34%
32%
30%
29%
29%
26%
22%
21%
Canada
United States(excluding Hawaii)
Mauritius
Germany
Australia
France
Switzerland
Italy
Hong Kong
UK
Australia
Mauritius
Canada
United States(excludingHawaii)
New Zealand
Germany
Italy
Japan
Switzerland
Hong Kong
All respondentsRespondents who havevisited Australia
Respondents who have notvisited Australia
Read as: 56% of respondents who have visited Australia previously associated Australia with ‘friendly open citizens, and local hospitality’.
Average Average
China
Indonesia
India
South Korea
Brazil
Malaysia
Japan
Russia
USA
Singapore
Italy
France
Germany
United Kingdom
New Zealand
AgreeDisagree
51%
81%
78%
72%
67%
66%
63%
58%
49%
46%
40%
37%
27%
25%
24%
23%
-18%
-1%
-6%
-10%
-9%
-8%
-10%
-9%
-16%
-19%
-20%
-16%
-30%
-39%
-36%
-40%
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 7/10
Understanding the Indian consumer May 2014
Respondents were asked which destinations they would most like to visit in the next four years (aspiration), and which destinations theyare actively planning to visit in the next two years (intention).
Australia
Mauritius
Switzerland
Canada
France
Italy
Germany
United States(excluding Hawaii)
Hong Kong
New Zealand
40%
36%
35%
31%
29%
29%
27%
25%
22%
22%
31%
29%
27%
26%
23%
21%
20%
17%
17%
17%
725
351
343
269
251
218
210
200
172
162
159
Australia
Switzerland
Mauritius
Canada
France
Germany
Italy
United States(excluding Hawaii)
Hong Kong
United Kingdom
United States(including Hawaii)
France
United Kingdom
Hong Kong
Italy
Switzerland
Eastern Europe
China
Germany
Macau
Australia
Aspiration
Which of the following destinations are you
considering travelling to in the next 4 years?
Intention
Which of the following destinations are you actively
planning to visit for a holiday in the next 2 years?
Visitation
000’s of trips in 2012 (TE)
Visitation rankings derived from Tourism Economics
Read as: 40% of Indian consumers are considering travel to Australia in the next 4 years, with 31% intending to visit. Australia is ranked 11thfor visitation against other long haul destinations for outbound travel from India.Note: Hawaii is included in US for visitation figures as cannot be separated.Charts only display the top 10 destinations across aspiration, intention and visitation.
Key:
•Eastern Europe (e.g. Poland, Hungary, Czech Republic, Croatia, Slovenia)•United Kingdom (e.g. England, Scotland, Wales, Ireland)
•China (excl. Hong Kong)
Strengths for Australia: Clean cities/good road infrastructure, interesting attractions to visit and world class beautyand natural environments.Opportunities for Australia: Exciting events, great shopping, good food, wine, local cuisine and produce, safety and security,
value for money, family friendly, romantic destination, great shopping, rich history and heritage.
11th
80
70
60
50
40
30
20
10
0
22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1
Ease ofobtaining
visa
Great shoppingRomantic destination
The best in luxuryaccommodation
and facilitiesDifferent andinteresting
local wildlife
Indigenousexperiences
Vibrantcity
Clean cities / good roadinfrastructure
Qualityaccommodation
Exciting events
Flights with nostop-overs
Native orculturalheritage
or activitiesSpectacular
coastalscenery
Greatswimming
beaches
Friendly andopen citizens
Family friendly
World class beautyand natural
environments
Safeand
secure
Good food, wine,local cuisine and produce
Rich history and heritage
Value formoney
Interestingattractions
to visit
A s s o c i a t i o n s w i t h A u s t r a l i a
importance when selecting a holiday destination
S t r e n g t h
W e a k
Low High
Strengths for Australia
Opportunities for Australia
Aspiration and Intention to visit
This chart shows the importance of each factor when selecting a holiday destination and the extent to which Australia is associatedwith each of these factors. The horizontal axis indicates the importance level, with low importance on the left side of the chart to highimportance on the right. The vertical axis indicates the extent to which Australia is associated with each of these factors, with weakassociations at the bottom to strong associations at the top.
The factors placed in the top right quadrant are considered the strengths for Australia as a destination, given the high importance indestination choice and the strong association with Australia as a holiday destination.The factors placed in the bottom right quadrant are considered the opportunities for Australia as a destination, given the high importancein destination choice but ‘currently’ weak association with Australia as a holiday destination.
Associations with Australia vs. importance when selecting a holiday destination
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 8/10
Understanding the Indian consumer May 2014
Australia
Russia
France
Switzerland
Italy
New Zealand
USA
Mauritius
UK
Spain
36%
23%
23%
22%
20%
19%
19%
18%
17%
17%
68%
54%
52%
50%
47%
46%
43%
43%
42%
41%
Switzerland
Australia
Hong Kong
France
USA
Macau
UK
Hawaii
New Zealand
UAE
Trip expectation – Top 10
Based on their last trip, respondents were asked whattheir expectations were before they visited.
Based on their last trip, respondents were asked howsatisfied they were with their holiday experience.
Trip satisfaction – Top 10
Read as: 36% of respondents had high trip
expectations of Australia.
Read as: 54% of respondents who recently visited
Australia were highly satisfied with their trip.
Respondents were asked if they had specific obstacles preventing planning a holiday in Australia.
42%
38%
33%
27%
24%
22%
21%
18%
17%
15%
15%
13%
12%
11%
9%
4%
2%
Expensive airfares
High cost of living expenses
High cost of travelling around
I don’t know enough about what to do there
A high chance of being robbed or assaulted
Flight is too long
Difficult to obtain visas
Bad reports about the treatment of fellow travellers
Not the best experiences I can afford
Experiences not unique / can be had anywhere
Law enforcement without integrity / trust
I don’t know anyone who lives there
A destination whose people have different beliefs
A high chance of terrorism
I don’t know how to travel in/ around Australia
Told of a bad experience by someone I know
Other
Read as: 42% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia.
Destination expectations and satisfaction
Obstacles preventing consumers from planning a holiday to Australia
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 9/10
Understanding the Indian consumer May 2014
Consumer passions and interest segmentation
Nature Activities (48%)Bird watching, campervan-ing, camping, gardening, observing wildlife,natural wonders, tramping and walking.
Food and Wine (30%)Trying new / different foods, cooking / learning to cookand wine tasting.
Art Appreciation and History (36%)Admiring architecture / design, art appreciation, museumsand history.
Aquatic Activities (30%)Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boardingand swimming.
Concerts and Festivals (18%)
Attending concerts / shows, attending music festivals.
Sports (40%)Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby,running, soccer and tennis.
Adventure Activities (27%)Four wheel driving, horse riding, hunting, kayaking, mountain biking, roadcycling and skiing.
Art Participation (29%)Drawing / illustration, painting, sculpture / pottery and writing,dancing and singing.
Single Activity Segments Experiencing foreign culture (20%) / Shopping (36%) / Photography (35%)
Self Drive (8%) / Gambling (5%).
Respondents were provided with a list of 52 individual passions points (i.e. hobbies) and asked to indicate which ones were of interest.Respondents were then asked to indicate which of these passions they would travel overseas to specifically follow or participate in.After a thorough segmentation each individual passion was grouped into segments of which consumers would travel overseas to follow or participate in.
Read as: 48% of consumers suggested they would travel overseas to follow or participate in a‘nature’ based passion or area of interest.
48%
40%
36%
36%
35%
30%
30%
29%
27%
20%
18%
8%
5%
Nature
Sport
Arts and History
Shopping
Photography
Food and Wine
Aquatic activities
Art Participation
Adventure activities
Foreign Culture
Music and festivals
Self Drive
Gambling
8/12/2019 Consumer Demand INDIA
http://slidepdf.com/reader/full/consumer-demand-india 10/10
Understanding the Indian consumer May 2014
Online flights booking site
Brochures
Travel agent
Airline
Friends and relatives wholive or have been to Australia
Tour Operator
General internet search
Online hotel booking site
Online travel reviews
Advertised deal
Accommodation/activity provider website
Movies / books
Been there before
Any other travel website
Travel or guide books
Social network sites
TV/newspapers/magazine advertisments
TV show/paper/magazine articles
Government Tourism Authority
Celebrity endorsement
Didn’t obtain information
Online sources (all options)
General internet search
Online flights booking site
Friends and relatives wholive or have been to Australia
Travel agent
Online travel reviews
Been there beforeGovernment Tourism Authority
Movies / books
Social network sites
Brochures
Travel or guide books
Any other travel website
Advertised deal
Tour Operator
Airline
TV/newspapers/magazine advertisments
TV show/paper/magazine articles
Online hotel booking site
Accommodation/activity provider website
Celebrity endorsement
Didn’t obtain information
Online sources (all options)
General internet search
Travel agent
Online hotel booking site
Brochures
Social network sites
Friends and relatives wholive or have been to Australia
Airline
Online flights booking site
Tour Operator
Online travel reviews
Government Tourism Authority
Travel or guide books
TV/newspapers/magazine advertisments
Movies / books
Been there before
Accommodation/activity provider website
TV show/paper/magazine articles
Advertised deal
Any other travel website
Celebrity endorsement
Didn’t obtain information
Online sources (all options)
35%
28%
28%
28%
27%
24%
24%
23%
21%
19%
19%
17%
16%
15%
14%
14%
13%
13%
11%
9%
0.0
72%
28%
27%
26%
26%
22%
21%21%
20%
19%
17%
17%
17%
16%
16%
16%
15%
15%
15%
14%
12%
0.0
64%
31%
29%
26%
24%
23%
22%
22%
22%
21%
20%
19%
17%
15%
14%
14%
14%
13%
12%
12%
12%1%
70%
Read as: 35% of respondents indicated online flights booking sitewere important during early stages of planning a holiday.
Read as: 28% of respondents indicated general net search as apreferred source when planning a holiday to Australia.
Read as: 31% of respondents indicated general net search as a preferred source when booking a holiday to Australia.
Respondents were asked to indicate their preferred sources when lookingfor inspiration and influence in selecting a holiday destination.
Respondents were asked to indicate their preferred sourceswhen planning a holiday to Australia.
Respondents were asked to indicate their preferred sourceswhen booking a holiday to Australia.
Inspiration Planning
Booking
Preferred sources when planning and booking a holiday to Australia
The Consumer Demand Project (CDP) is a major international tourism research project into how global consumers view Australia and what mostmotivates them to visit, identifying the ‘triggers’ and experiences important to the consumer when selecting a holiday destination. The research
project was carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumerresearch. BDA Marketing Planning was originally employed by Tourism Australia in 2010 to work on a major strategic project which was the forerunnerto the industry’s Tourism 2020 strategy. The aim of this follow-up consumer research project was to help determine the strategic priorities to achievethe Tourism 2020 goal, by providing a comprehensive assessment of Australia’s current destination appeal and the future tourism potential of keyAustralian holiday options. The research was carried out in fifteen of Australia’s key tourism markets: China, Germany, India, Indonesia, Japan, Malaysia,New Zealand, Singapore, South Korea, Brazil, Russia, Italy, France, UK and USA.
About the research