Australian tourism officials aim to better understand tourists

Officials in Australia are to carry out a poll to find out how the country is perceived overseas.

Tourism Australia has commissioned the poll in order to learn more about what people want and expect from the country.

The findings could help the body tailor its tourist offering accordingly and encourage more people to book flights to Melbourne, Adelaide and other key locations.

Andrew McEvoy, managing director of Tourism Australia, commented: “We already know Australia has a rich array of unique and distinctive attractions and experiences to offer our visitors.”

However, he said the body needs to ensure it has its finger on the pulse of “changing consumer preferences and expectations.”

Mr McEvoy added that if tourism officials better understand what drives consumers in Australia’s key target markets, they will be in a “much better position” to put together a message that chimes with them and prompts them to visit the country.

Written by Ruth Norris