Australian Tourism

On Thursday, January 6^th, we went to the Tourism Australia office.  Rachel Crowley, the General Manager of Corporate Communication, gave a very interesting talk about Australia’s tourism industry.   Tourism is extremely important to the Australian economy as it brings in visitors from throughout the world to spend their money in Australia.  Foreign tourists are especially important because they tend to stay longer and spend more money in Australia while they are here.  Rachel discussed the extreme importance of airlines and how they have affected tourists from visiting Australia.  Years ago there were only two airlines that flew into Australia, so the prices were extremely high.  In recent years, more airlines offer this flight, so consumers have a better opportunity to visit Australia and may not automatically exclude this destination after looking at the price.  Also, the Australian dollar has appreciated to a 1:1 rate against the American dollar.  Because of this, US citizens are less likely to visit Australia.

Most Australian tourists come from New Zealand, the United Kingdom, the United States of America, and China.  Recently, Chinese tourists have been increasing at a great rate and opened up a massive market for Australia to utilize.  Some of the most popular places these tourists choose to go are Sydney (Harbor Bridge & Opera House), the Great Barrier Reef, and Ayers Rock.  Many find Australia appealing, because they see it as dangerous, exciting, and a chance to experience nature. 

The demand and supply diagram below shows how the Australian dollar is going to affect Australia’s overall economic graph.  As the demand for the Australian dollar moves outward, the quantity also increases.  Therefore Australia’s exports increase, so tourism also increases. 

 One of the big factors affecting Australia’s tourism is the influence of Oprah Winfrey.  She chose to give 300 audience members the trip of a lifetime by providing them with an action packed adventure in Australia.  Because of her huge influence, Oprah will encourage many others to travel to Australia and experience the same adventures that are aired on the four episodes shot in Australia.  The first Australia show airs on January 18^th, and Tourism Australia believes they will soon see a great increase in tourists.  People will have the option of choosing “Oprah adventure packages,” so that they can experience the same adventures that Oprah and her audience did during their stay.