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Inbound travel from long-haul markets positive for Australia’s Tourism industry

March 25, 2014 Social Media No Comments Email Email

TripAdvisor®, the world’s largest travel site*, today reveals the world’s largest and fastest growing markets showing interest in visiting Australian holiday destinations.

The study shows that Australia’s impressive accommodation options are continuing to draw in long-haul travellers. With over 48% year-on-year growth in traveller interest on TripAdvisor, the United States proved to be the fastest growing major inbound tourism market for Australia. The study examines those markets in which travellers have shown the largest increase in year-on-year interest in Australian properties.

New figures from Tourism Australia are consistent with these findings, which show that international visitor arrivals to Australia reached 6.5 million in 2013, an increase of nearly 6% compared to 2012.

Inbound travel from long-haul markets on the rise

The study reveals good news for Australian hospitality businesses – travellers from long-haul markets are demonstrating increased interest in Australia, with the United States, Canada and Brazil amongst the top three countries showing accelerated year-on-year interest in Australia. While traditionally strong inbound markets for Australia such as the United States and United Kingdom remain amongst the top countries, emerging markets including Brazil, Malaysia and India are also showing significant growth.

Top 10 markets with biggest increase in traveller interest for Australia1:

(Showing year-on-year growth) 

1.       United States 44%
2.       Canada 30%
3.       Brazil 27%
4.       Malaysia 19%
5.       Australia 16%
6.       India 8%
7.       United Kingdom 6%
8.       Singapore 2%
9.       New Zealand 2%
10.    Japan 1%

Top 10 markets  for Australia in terms of overall traffic2: 

1.       Australia
2.       United States
3.       United Kingdom
4.       Singapore
5.       New Zealand
6.       Germany
7.       China
8.       Canada
9.       Japan
10.    Malaysia

The top reviewer markets for Australian accommodations on TripAdvisor, contributing nearly a quarter of a million accommodation reviews in the past year alone, are consistent with the top markets looking at Australian destinations on TripAdvisor:  Australia, the United Kingdom, the United States, New Zealand and Singapore.

“Interest in Australian accommodations on TripAdvisor has increased more than 15% year-on-year, confirming Australia as a much loved and desired destination by travellers from both near and afar,” said Avril Carter, Territory Manager for Australasia, TripAdvisor for Business. “Not only do we see some of the biggest growth in interest coming from emerging inbound tourism markets such as Brazil and India, it’s also notable to see a growing interest from Aussies researching trips in their own country. The results of this study provide valuable information for Australian property owners looking to define potential target markets for their marketing and business planning.”

Most popular Australian destinations and how their accommodations stack up

Top 10 Australian cities for international travellers3: 

1.            Sydney

2.            Melbourne

3.            Perth

4.            Brisbane

5.            Cairns

6.            Surfers Paradise

7.            Adelaide

8.            Port Douglas

9.            Hobart

10.          Darwin 

Top 10 Australian destinations in 2013 ranked by their average accommodation review ratings:

Top 10 Australia destinations according to travellers3 Average accommodation review rating in 2013 (on a scale of 1-5)4
1.       Port Douglas


2.       Hobart


3.       Cairns


4.       Sydney


5.       Melbourne


6.       Surfers Paradise


7.       Brisbane


8.       Perth


9.       Adelaide


10.    Canberra



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