The aim of this report is to identify the factors that have influenced the international tourism industry in Australia and ultimately to recommend a range of options to enhance the growth in the number of the inbound tourists to Australia.
It is appropriate to mention that despite domestic tourism still being the life-blood of the industry, accounting for 77 per cent of all tourism demand in Australia, in terms of visitor nights, the writer has chosen to focus on the international tourism industry instead because of the foreign exchange Australia stands to gain and the unique challenges international tourism demands.
The emphasis on international tourism is supported by the recent stronger growth of the inbound market the predominance of the domestic market has diminished somewhat. The proportion of tourism demand attributable to the domestic sector has declined from 87 per cent of total nights in 1985 to 77 per cent in 1992.
The report first examines the size of this industry relative to the world's total and the importance of this sector to Australia's economy.
A literature review is then conducted on the changing patterns of travel origins and destinations and changes in consumer behavior.
Statistics are then analyzed and research is made on surveys that have been conducted on the tourism profile and the motivating factors for the tourist visits to discover new opportunities for the Australian tourism industry.
The report is supplemented with an examination of a significant tourist origin, namely Japan and the identification of the unique features of this market. These findings will then be examined to assist in making suggestions on how the market share for Australia can be increased.
The information for the study has been drawn from various sources, among them, The Department of Tourism, Sport and Racing, The Queensland Tourist and Travel Corporation, The Australian Bureau of Statistics, The Bureau of Tourism Research, International Organizations and a host of Papers written by Research Analysts in the Tourism Industry.
Results of these findings are then examined and used to formulate the strategies which will further promote and enhance the growth of the inbound tourist industry of Australia.