More Australians than ever before are planning overseas holidays, abandoning holidays in Australia, according to the latest Roy Morgan Research. This trend is a much bigger concern than the carbon tax says Mr Tony Charters, convenor of the inaugural, national Tourism and Events Excellence conference to be held in Melbourne this September 5-7…
More Australians than ever before are planning overseas holidays, abandoning holidays in Australia, according to the latest Roy Morgan Research. This trend is a much bigger concern than the carbon tax says Mr Tony Charters, convenor of the inaugural, national Tourism and Events Excellence conference to be held in Melbourne this September 5-7.
“Research on younger consumers indicates the future will see the current customer base continue to erode, with Australia’s domestic clientele literally dying out,” says Mr Charters.“Our future now lies in more targeted and sophisticated products.”
Mr Charters is calling for a radical repositioning of Australian tourism, leaving behind mass-market packages to focus on city-based tourism, short-breaks and luxury, niche products.
The Australian tourism industry currently captures only sixty one (61) per cent of holiday expenditure by Australians, which is down eight (8) per cent from 2001.
Roy Morgan Research shows consumers under 30 years old have a taste for international travel and are foregoing annual holidays and domestic holidays, to save up for trips overseas.
“Half of the Australians choosing to holiday overseas are seeking an exotic holiday destination with a different culture to ours. There is also the perception that overseas destinations offer a variety of things to see and do,” says Ms Jane Ianniello International Director of Tourism, Travel & Leisure, Roy Morgan Research.
“The industry needs to recalibrate for the 21st century. Australians are far more outward looking and global than we ever have been and the tourism industry must adjust,” says Mr Charters.
“The industry is currently at an all time low – worse than during the devastating pilot strikes or any other time of crisis in the past twenty years. This is a key catalyst for the new, national Tourism and Events Excellence conference run in partnership with Victorian Tourism Industry Council (VTIC), focussing on ‘excellence’.
“Australia is not, and never will be, a cheap destination, regardless of exchange rate fluctuations. The industry needs to focus on excellence – ensuring we provide high quality experiences and events, whether it is for backpackers, the business sector, ecotourism or James Packer’s high rollers,” says Mr Charters.
Roy Morgan Research also shows Melbourne and Victoria are the only Australian destinations performing well, making them a natural home for this new conference to showcase innovation and cutting edge business practice.
“Tourism is critical to the national economy but has never been the darling of the politicians. It is up to the industry to regroup and redefine itself. Pursuing excellence is critical to generating profits and moving forward, and that’s what this conference is focussing on,” says Mr Charters.
Tourism continues to be one of the nations biggest employers, directly employing more people than agriculture, forestry and fishing; financial and insurance services; and wholesale trade according to ABS Tourism Satellite Account information.
Tourism and Events Excellence will be held at the Melbourne Cricket Ground, 5–7 September and will present Australian and international keynote speakers to spotlight the latest creative thinking to identify the most profitable strategic direction for the future.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
