Tourism Australia released (Aug-2017) its 'Mood of the Nation' report on Australian attitudes towards tourism. Key findings include:
- 75% of Australians underestimate the value of tourism as an export;
- 63% of Australians underestimate the number of inbound tourism arrivals to Australia;
- 37% overestimate the proportion of Australians employed in tourism;
- Half of respondents underestimate international visitation to regional destinations;
- Most respondents correctly identified China, the UK and New Zealand as the top three inbound markets by size;
- 11% of Australians view tourism intake as excessive, 41% identify the intake as too small. Over half of Australians believe international tourism creates opportunities for business and economic growth. Less than a quarter perceive negative outcomes of tourism business and economic growth;
- 75% of consumers believe Australia is equipped to handle current visitor intake;
- 83% of Australians are proud the way Australia is promoted overseas. [more - original PR PR I] [more - original PR II]