WANDERLUST OR WANDERBUST?

TRAVEL MARKETING IN A NEW AUSTRALIA

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OVERVIEW

We all know that in order to support our economy, and the 300,000 businesses linked to our tourism industry, Australians need to invest both time and money in seeing our country.

Right now, only 1 in 3 plan to spend the same amount of time and money travelling domestically as they would if they were headed abroad; and there’s a lot of opportunity to be had in shifting attitudes so our destinations and tourism operators are sought-after; rather than a second resort.

We need to convince Australians that our destinations aren’t just places — they are cultural experiences every bit worthy of their investment; experiences that are at their very best in this moment — uncrowded, safe, restorative and inspiring.
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WHAT'S INSIDE THE REPORT?

Wanderlust Or Wanderbust contains 40+ pages of intel and insight, created to help Australia’s tourism and travel bodies, brands and operators to flip the switch and show Australians what the rest of the world sees — something fresh, exotic and untapped.

- 1600+ responses to tourism marketing stimulus
- AI analysis of 100,000+ travel-related social posts
- One-on-one interviews with industry experts

Expect future-focused, up-to-date actionable data and intel to support you to: explore new creative territories that are capturing hearts and minds; understand the new breed of high value traveller — adaptable, optimistic and ready to go; and gain consumer insight on why some campaigns are flying and others are falling flat.

Australia has a small window to captivate and convert domestic travellers — delay is not an option. Wanderlust or Wanderbust is a strong, positive and timely report that will help achieve this goal.

ANDREW MCEVOY | FORMER MANAGING DIRECTOR, TOURISM AUSTRALIA

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ACCESS THE REPORT

Purchase Wanderlust Or Wanderbust now to challenge your thinking, explore fresh perspectives on legacy problems and future-proof your strategy for the year ahead — the insights and data-fuelled confidence you need to thrive.

1600+

responses to tourism marketing stimulus were used in the Wanderlust Or Wanderbust research report

100,000+

travel-related social posts were analysed by AI to shape future-focused actionable insights outlined in the report

1-ON-1

in-depth interviews with tourism industry experts were conducted to discover the true challenges the industry is facing

84%

of Aussies are more interested in discovering more of our country

1 IN 3

Aussies plan to spend the same amount of time and money travelling domestically as they would if headed overseas

81%

of Aussies are now more interested in discovering more of their local region

29%

of Aussies are now less interested in international travel

1600+

responses to tourism marketing stimulus were used in the Wanderlust Or Wanderbust research report

100,000+

travel-related social posts were analysed by AI to shape future-focused actionable insights outlined in the report

1-ON-1

in-depth interviews with tourism industry experts were conducted to discover the true challenges the industry is facing

84%

of Aussies are more interested in discovering more of our country

1 IN 3

Aussies plan to spend the same amount of time and money travelling domestically as they would if headed overseas

81%

of Aussies are now more interested in discovering more of their local region

29%

of Aussies are now less interested in international travel