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Target customers

Our leisure marketing activity in international markets continued to concentrate on High Value Travellers (HVTs). These consumers prioritise travel above all other things in their life and their interests align with Australia’s lifestyle and destination strengths. Our domestic target customers were a wider audience, that is, all potential Australian holiday makers and day trippers. This included specific audiences such as nomads, youth and families.

Our business events activity targeted incentive and association decision-makers in key international markets (Greater China, New Zealand, North America, South Southeast Asia, UK/Europe) as well as in Australia. We used a differentiated marketing approach for each of these sectors, focusing on messaging that resonated with the target customer in relevant channels.