Markets
In 2019/20, Tourism Australia was active in 15 international markets (shown in table 4) as well as domestically in Australia.
We were last active in domestic tourism marketing in 2013/14 (the TA Act outlines domestic functions). The change in our remit came into effect in 2013 and is outlined in the Minister’s Statement of Expectations. With the significant impacts of the bushfire crisis and COVID-19, we were called upon to re-enter domestic tourism marketing, to lead recovery in partnership with industry and STOs.
Our international leisure market categories and approach will be reviewed in 2020/21, to account for the impacts of COVID-19. Our current framework was developed to reflect the growth potential, maturity and competitiveness of Australia’s tourism offering in each country.
MARKET CATEGORIES – INTERNATIONAL | ||||
LEISURE MARKETING | ||||
Category | Stars | Solid Deliverers | Distribution focused | Rising Stars |
Value by 2025[1] | >$6 billion | >$2 billion | >$2 billion | >$1.6 billion |
Markets | China, UK, USA | Germany, Hong Kong, Japan, Malaysia, New Zealand, Singapore | Canada, France, Italy, South Korea | India, Indonesia |
BUSINESS EVENTS MARKETING | ||||
Category | Incentive | Association | ||
Markets | China, India, Indonesia, Malaysia, New Zealand, Singapore, UK/Europe, USA | UK/Europe, USA | ||
[1] Forecast value prior to COVID-19 impacts (as outlined in Tourism Australia’s Corporate Plan 2019-23)
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https://www.transparency.gov.au/annual-reports/tourism-australia/reporting-year/2019-20-11