Regions
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Group Information
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Australian Tourism
Australia’s visitor economy is vital for Australia’s national prosperity. Domestic and international visitation generates jobs, investment, and growth in communities throughout Australia. Prior to COVID-19, the visitor economy contributed over $166 billion to our economy, was our fourth largest export sector and, directly and indirectly, supported over 1 million jobs. The experience visitors have in Australia influences their future spending and investment decisions, drives demand for Australian products and services, and creates lasting networks for Australia around the world. We must develop new and innovative products and experiences, and refresh existing ones, to attract first time and repeat visitors. We can do this by leveraging the factors that we know drive destination choice for high value travellers and which align to our unique offerings. These include nature and wildlife, food and wine, aquatic and coastal experiences, history and heritage, and friendly and welcoming locals. We will also explore new product segments where they align with our offering, such as the high-yield segment of travellers seeking luxury experiences. Events will also be a critical part of our product portfolio to maximise visitation. Sporting, artistic, cultural and especially business events are all effective at driving high-yield visitation. Events can also play an important part in kick-starting recovery, with new and innovative events providing the catalyst to drive visitation. Mass participation events are also particularly important in driving new business and investment, including in regional locations. |