CTC News

Boom-time for Australia travel market in 2011.

Long-haul travel soars up Aussie tourism wish lists, prompting an ever-growing exodus of eager travellers, says CTC’s latest Global Tourism Watch report.

03 January 2012

Australians have rediscovered their zest for long-haul travel. The latest Global Tourism Watch (GTW) summary for Australia, hot off the cyber presses from the Research department of the Canadian Tourism Commission (CTC), shows that the number of potential long-haul travellers climbed to 8.3 million in 2011, up 22% from 2007’s 6.8 million.

Some other report highlights:

  • Of those Aussies likely to visit Canada and/or are considering a trip in the next two years, 93% have British Columbia in their sights. Ontario (80%), Quebec (64%) and Alberta (59%) are also piquing interest Down Under.
  • A strong Australian dollar alongside cheap international airfares should have maintained the high flow of Aussies looking to travel in 2011. However, rising inflation, a fragile housing market and high household debt levels could undermine consumer confidence and change travel plans.
  • While Canada kept its allure as a desirable destination for a long-haul vacation, aggressive marketing efforts by international tourism rivals have put a dent in advertising recall in 2011.
  • Lack of awareness of specific Canadian destinations remains an Achilles heel in the Australia market. Most Aussie travellers have little knowledge beyond Niagara Falls, ON,or the Rocky Mountains—one of the poorest showings in CTC’s Global Tourism Watch markets.
  • The top five vacation pursuits for Australians in Canada remain a mix of nature and cultural activities.
  • Major events, such as 2010’s World Expo in Shanghai, China, or the FIFA World Cup in South Africa, are coming more into play as a reason for travel.
  • Television travel shows are head and shoulders above other sources of information on Canada in the Australia market. However, word-of-mouth (20%) is now tied for second place with travel magazine articles and travel/destination websites.

Harris/Decima Research conducts the Global Tourism Watch survey for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s Canada. Keep Exploring tourism brand. The 2011 reports look to identify shifts in each market since 2007.

Read the Global Tourism Watch Australia 2011 summary report.

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