What makes Australia the dream destination for luxury travellers from China and Hong Kong?
Luxury travellers spend up to US$12,000 per trip, nearly four times the average spend
Home to nearly 10,700 beaches, over 8,200 islands and 500 national parks, Australia is the land of those dreaming of the ultimate travel destination. And business is good.
It is an industry that has grown for more than seven straight years, attracting 9.2 million international visitors.
The Australian Trade and Investment Commission (Austrade) estimates that tourism contributes about A$57.3 billion (US$40 billion) directly to Australia’s GDP and employs around 646,000 (or one in 19) Australians.
That is not the end of the story. Tourism Australia is now targeting high-spending consumers. Earlier this month, Virtuoso – a world-leading network specialising in luxury and experiential travel – brought 500 international decision-makers to Melbourne for its 2019 Symposium. This year’s event is significant in recognising Australia’s luxury offering, says John O’Sullivan, Tourism Australia managing director.
“Having the Virtuoso Symposium in Melbourne is a wonderful opportunity for us to share our evolving upscale story and show this hugely influential group of travel decision-makers just how far Australia’s luxury tourism offering has come,” he says.
Matthew D. Upchurch, chairman and CEO of Virtuoso, adds, “Over the past 10 years or so, Australia’s offering for the high-end traveller has improved out of sight. Australian tourism products have really lifted to meet the needs of luxury travellers and that’s why we have seen incredible increases in traveller numbers through the Virtuoso network with a 23 per cent increase in visitor numbers over the past two years alone.
“Travellers at the top end of the market are looking for more than luxury, they are seeking their own tailored experiences, to explore and connect through genuine and meaningful interactions that make them feel like they’ve been absorbed into the local environment,” Upchurch says. “That is something Australia offers in abundance.”
O’Sullivan adds: “We know that luxury travellers who visit Australia spend nearly four times as much as average travellers – up to A$17,000 per trip. As such, the luxury market is hugely important for Australian tourism, particularly in our key markets such as Hong Kong and China.”