German Tourists in Australia
German Tourists in Australia
“Travellers from Germany are key high yield visitors because they tend to stay longer, spend more and see more of Australia than the average international visitor to Australia. These high yield travellers are crucial for enhancing the economic benefits derived from tourism – especially for regional Australia.
“Last year 140,600 travellers from Germany visited Australia, which was a slight increase of 1.9 per cent compared to the previous year. However, spending by German travellers totalled around $3,500 per visitor during their stay, injecting $347 million to the local economy.
“While Australia is considered the number one ‘ideal’ and ‘preferred’ destination for German travellers, we face increased international competition from short haul intra-Europe travel.
“In this competitive environment we need to make a highly compelling offer to ensure German travellers continue to visit Australia.
Tourist numbers from Germany have grown by 18.4 per cent between 2005-09 and for Australia this equates to close to a billion dollars ($0.88 billion) in spend from German travellers.
“To ensure Australia is on track to achieve future growth, it needs to take a highly-targeted approach to marketing to German consumers. Australia needs to convert aspiration into actual bookings.
“Earlier this year Tourism Australia launched the Brand Australia campaign in Germany. This is starting to gain some traction in the market but Australia has to work hard to ensure this momentum continues to generate greater interest in holiday in Australia.
Source:
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