Mood of the NationA study into the perceptions held by Australian consumers with respect to the size and value of Australia’s tourism industry

The “Mood of the Nation” research was initiated to provide a quantitative read on perceptions held by Australian consumers with respect to the size and value of Australia’s tourism industry, in addition to perceived benefits and consequences.

The aim of the research was to identify key issues that might negatively affect perceptions or that might alter on-the-ground experience for visitors.

A further aim is to compare the sentiment around tourism across different regions of the country –potentially introducing the need for further infrastructure or marketing investment to help grow or maintain growth to regions.

The online survey was conducted in September 2016 amongst n=1,000 Australians.

A nationally representative sample was chosen to make sure areas are represented in the data proportionally to current population.

NSW/ACT 333VIC 252QLD 201WA 106SA 76TAS 23NT 9

Industry 120

19%12%

28%33%

8%

Don't know It's not top five but is

in the top ten

It's not top three but is

in the top five

It's not number one,

but is in the top three

It's the number one

services export

Perceptions of the value of Australian tourism

Insight: Three quarters of respondents underestimate the value of tourism as an export.

Q13. Australia’s exports contribute significantly to the overall services economy. Where do you think international tourism ranks as a services export in the Australian economy?Base: All respondents (n=1000)

Underestimate 73%

Perceptions of inbound tourism arrivals to Australia

Insight: Over 60% of Australians underestimate inbound tourism arrivals to Australia.

19%13%

28%23%

11%7%

Don't know 1 million 2 million 4 million 8 million 10 million

OverestimateUnderestimate 63%

Q9. At current levels, how many international visitors do you think come to Australia each year?Base: All respondents (n=1000)

23% 21% 19% 16%20%

1%

Don't know 1 in 20 1 in 10 1 in 8 1 in 5 1 in 2

Perceptions of Australians employed in tourism

Insight: 37% overestimate the proportion of Australians employed in tourism.

Q9. How many Australian workers do you think are either directly or indirectly employed in the tourism industry?Base: All respondents (n=1000)

Overestimate 37%Underestimate

21%

13%16%

21% 23%

6%

Don't know 1 in 20 1 in 10 1 in 6 1 in 4 1 in 2

OverestimateUnderestimate 50%

Perceptions of international visitation to regional destinations

Insights: Half of respondents underestimate international visitation to regional destinations.

Q14: How many international visitors visit regional (i.e. not metropolitan) destinations when on holiday in Australia?Base: All respondents (n=1000)

Perceptions of top inbound visitor markets to Australia

Insight: Respondents correctly identified the top three inbound markets for visitation.

8Q10. Which of the following countries does Australia receive the most visitors from? Please select the top three.Base: All respondents (n=1000)

82%

48%

44%

36%

27%

12%

11%

7%

6%

5%

21%

China

UK

New Zealand

Japan

USA

India

Hong Kong

Indonesia

Germany

Singapore

Other (NET)

Actual Top 3

77%

47%

46%

38%

19%

18%

8%

8%

6%

4%

29%

China

Japan

USA

UK

New Zealand

Hong Kong

Germany

Singapore

India

Indonesia

Other (NET)

Perceptions of top inbound spend markets to Australia

Insight: Excluding japan, respondents correctly identified the top three inbound markets for expenditure.

Q11. Which of the following countries’ visitors spend the most money while visiting Australia? Please select the top three.Base: All respondents (n=1000)

Actual Top 3

Perceptions of Australia’s current intake of inbound visitors

Insight: Only 11% of Australians view the current intake as excessive.

Q16:Overall, from your perspective, do you think that Australia attracts too many, too few, or just the right amount of international visitors?Base: All respondents (n=1000)

8% 4% 7% 39% 19% 22%

Don't know 1 = too many 2 3 = just right 4 5 = too few

Just right

Too many

11%

Too few

41%

Perceptions of Australia’s predicted intake of 10m inbound visitors by 2020

Insight: Less than a quarter of consumers believe the forecast growth is excessive.

10% 12% 60% 11% 7%

1 = too much growth 2 3 = just right 4 5 = not enough growth

Just right

Not enough

18%

Too much

22%

Q17: Some experts have predicted that in 2020, approximately 10 million international visitors will come to Australia. Given that nearly 8 million international visitors come to Australia now, do you think that this is too much growth, the right amount of growth, or not enough growth?Base: All respondents (n=1000)

Perceptions of Australia’s capacity to manage inbound visitor growth

Insight: three quarters of consumers believe Australia is equipped to handle current visitor intake.

Q15: Which of the following statements best describes your overall perception?Base: All respondents (n=1000)

100% 12%

75%

13%

Total Australians 18+

Don'tknow

Australia is equipped to handle current

numbers

Current number is putting too much pressure on

Australia

Perceptions of pros and cons of tourism

Insight: Over half of Australians believe international tourism creates opportunities for business and economic growth. Less than a quarter perceive negative outcomes of tourism to Australia.

Q21: Below is a list of possible pros and cons a country could experience as a result of international tourism. From your perspective, to what extent do you agree or disagree with each of these statements? (7 point scale) International tourism to Australia ...Base: All respondents (n=1000)

56%

54%

51%

40%

34%

26%

22%

17%

16%

15%

Creates growth opportunities for businesses

Creates employment opportunities for residents

Creates economic growth for the regions

Improves Australia’s cultural diversity

Drives infrastructure development in the regions

Improves the Australian quality of life

Makes accommodation too expensive for Australian residents

Makes it hard for Australian residents to find accommodation vacancies

Means attractions are too busy for Australian residents to enjoy

Results in damage to Australia’s natural environment

Perceptions of the importance of marketing Australia internationally

Insight: 83% of Australians are proud of the way Australia is promoted overseas.

Q21: Do you agree with the following statement?Base: All respondents (n=1000)

94%

94%

93%

89%

84%

83%

76%

44%

Australia is a destination international visitors want to visit

International tourism is good for Australia

Tourism is important for Australia's future

Tourism is vital to regionals areas of Australia

Tourism is an industry I’d encourage Australians to work in

I am proud of how Australia is promoted overseas

Tourism is an industry I’d encourage my friends and family to work in

I am concerned about tourism's impact on the environment

38%

10%

19%

7%

25%

Don't know Where the bloody hell

are you?

Come and say G'day Come walkabout There's nothing like

Australia

Awareness of Australia’s current global tourism campaign

Insight: One quarter of respondents correctly identified Australia’s current global tourism campaign.

TA1: What is Australia’s current global campaign?Base: All respondents (n=1000)

Incorrect 36%

Attitudes towards Chris Hemsworth’s status as global tourism ambassador

Insight: Over 80% of Australians are supportive of Chris Hemsworth as Australia’s global tourism ambassador.

TA5: The current tourism ambassador for Australia is Chris Hemsworth. How would you rate Chris Hemsworth as being representative of Australia as a holiday destination?Base: All respondents (n=1000)

4% 14% 32% 25% 23%

Poor Fair Good Very Good Excellent

Views on how Australia should be marketed internationally

Insight: Consumer perceptions of how Australia should be marketed internationally are largely aligned with Tourism Australia’s core pillars.

TA6: Please select the top three factors that you believe are the best ways to promote Australia overseas, in order from 1 to 3.Base: All respondents (n=1000)

19%

21%

16%

6%

6%

5%

5%

3%

3%

3%

16%

14%

10%

9%

5%

4%

6%

5%

5%

5%

13%

9%

12%

7%

8%

7%

4%

6%

6%

5%

Aquatic and coastal

World class nature

Safety and security

Local and different wildlife

Family friendly

Value for money

Interesting attractions

Good food and wine

Native or indigenous experiences

Friendly and open citizens

First

Second

Third

Thank you