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Tourism Australia reorganises its market profiles

Tourism Australia has today (13th May) released market profiles that highlight the performance, aviation landscape and planning and booking information sources for the operator's different target audiences.

In order to really get inside the mind of its different markets Tourism Australia has published in-depth profiles of each.

The operator did this to get further insight into what travellers believe are the most important factors when making a decision to go on holiday in a certain place.

Of course, in this instance the body was looking at data that indicated the reasons why people choose Australia as their perfect holiday destination.

Further to this, it spent time looking into which countries in the world had the most inbound travel into Australia and it plans to make targeting marketing campaigns towards these groups.

In 2015, Hong Kong visitor spend in Australia saw a massive 23 per cent spike to $1.2 billion, showing that they have had a big impact on the industry and economy in the country.

Similarly, Italians have been staying an average of 71 nights in Australia, while 26 per cent of tourists from Germany have chosen to fly to Australia with Emirates. Having access to this information opens up the company to potential new marketing campaign partnerships, which will make for better-directed strategies for their target audiences.

The profiles have been created in time for the annual Australian Tourism Exchange and will show how Australia ranks against key competitors. These profiles look at things like the level of aspiration customers have to travel to Australia over other countries.

Similarly, it will be looking at how aware customers are of the experiences they can enjoy in Oz, when they intend to visit and how much time they want to spend there.

Some of Australia's competition countries are China, Germany, the UK and America, and several Asian markets including South Korea, India and Japan, among others.

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