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Destination Australia: Internat...

Destination Australia: International tourism opportunities

Delegates came in their droves from Australia's tourism businesses to attend the Destination Australia and China Uncovered conference.

They gathered to hear from experts about what they could expect to see from international tourism to Australia and how they can make sure that they'll make the most of the opportunities that this will present them.

Warren Hogan, former ANZ chief economist, said that there would be a large shift to show consumers who are more interested in experiences, rather than goods. This is because economies are now being service-led all throughout the world and this change is really important when it comes to tourism.

Social scientist Dr Ross Honeywill outlined ways in which businesses could target premium consumers, who are are keen to have unique experiences and aren't as concerned about the cost factor for this reason.

The initial day of the conference looked at case studies from Uber and showed how companies like Booking.com - and even smaller companies - are working to inspire potential visitors to travel internationally.

Delegates had the chance to hear from experts such as independent economist Andy Xie who has analysed the circumstance of the young Chinese traveller. This is a person who has grown up in a wealthy and powerful country, and have the means to spend more money than previous generations of tourists.

Research from earlier this year, shows that Chinese visitors to Australia have significantly increased, particularly around the Christmas period.

Mark Tanner, the founder of research and marketing agency China Skinny, said that this particular group of consumers look to express their individuality, again through unique life experiences, particularly when they travel.

The impetus is therefore on tourism companies and providers, to try to provide the relevant activities and take full advantage of the opportunity of people who are looking to explore Australia.

With much emphasis on China's growing tourism interest in the country, the second day of the conference looked into Australia's fastest-growing and highest value inbound market in more detail.

More than 300 tourism industry professionals attended this, the second annual Destination Australia Conference in Sydney, and 250 also attended the China Uncovered conference the following day. Having been so well attended and received, the tourism industry is surely looking forward to positive potential influences as a result of the event.

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