In November 2012, Tourism Australia released the first tranche of a major international tourism research project into how global consumers view Australia, and what most motivates them to visit our country.

Tourism Tasmania and the other State and territory tourism organisations contribute funding for Tourism Australia to undertake this reseach.

Over the last five years, Tourism Australia has spoken to over 90,000 international long-haul travellers via online consumer research panels. The research is carried out in China, UK, US, India, Singapore, Malaysia, Indonesia, Japan, South Korea, Germany and New Zealand. In 2016, the following markets were also integrated into the program: Brazil, Canada, France, Hong Kong, Italy and Taiwan.

Insights from the Consumer Demand Project have been used extensively to inform and support development of Tourism Australia’s strategic direction, campaign development, as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism.