Australian Tourism Industry Analysis

This assignment tasks you with analyzing the Australian tourism industry. You'll need to identify its strengths, potential for growth, and challenges. The analysis should include recommendations for strategies to increase tourist numbers, improve the overall tourist experience, and cater to specific target markets. The assignment emphasizes the importance of meeting tourist needs effectively to encourage repeat visits and positive word-of-mouth.

Running head: BUSINESS REPORT ON AUSTRALIAN TOURISM
Business Report on Australian Tourism
Name of Student:
Name of University:
Author’s Note:

1BUSINESS REPORT ON AUSTRALIAN TOURISM
Executive Summary:
The report helps to understand the tourism industry scenario in Australia. It aims to discuss a
probable business venture to benefit the tourism industry and contribute to the tourist count of
the country. The study also includes the analysis of the tourism industry’s contribution to the
country’s total revenue. It also focuses on the positive aspects for the industry that will result
from the chosen venture. The similar ventures to the one chosen are also discussed.

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Table of Contents
Introduction:....................................................................................................................................4
Nature of Business:..........................................................................................................................4
Type of Business:............................................................................................................................5
Selected Cohort of Tourists:............................................................................................................6
Criteria of funding for the business trips:........................................................................................7
Business venture criteria:.................................................................................................................7
Ventures meeting the possible criteria:............................................................................................8
Contribution of Tourism to the economy of Australia:...................................................................8
Evaluation of the barriers to the tourism related infrastructure:......................................................8
Graphs and charts:...........................................................................................................................9
Future prospects:............................................................................................................................11
Conclusion:....................................................................................................................................11
References:....................................................................................................................................12

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Introduction:
Australian economy is comprised significantly of the tourism industry. The reasons why
tourists travel to different parts of the world are many. It may be due to business, educational
purposes or even to spend leisure time. Tourism contributes significantly to the Australian
economy. The rich diversity of the geography, landscapes and variety of places of visit
contributes to the options for tourists as places to visit. The places are educative as well as reason
for enjoyment.
The unique and beautiful Australian destinations comprise coral reefs, rainforests, beach
sides and even coral reefs. The lifestyle of the Australian residents is primarily peaceful and
mostly outdoor. Another aspect that works in favour of Australia is that its population size is
small relatively in comparison to its area. The tourism experience for the international tourists is
peaceful, hassle-free and beautiful in Australia. The tourism department of the country have
taken it upon themselves to increase the overall tourist count of the country. The tourism industry
in Australia is a thriving one. According to statistical reports on Australian tourism, the total
tourism expenditures contributed to almost three percent of the total Australian GDP. The
international visitors contributed to almost one third of this. There has been a steady increase in
the demand for the tourism in Australia.
The report aims to understand the existing tourism scenario and make Australia the most
favourite tourist destination in the world.

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Nature of Business:
Adoption of a particular policy for the improvement in the tourism activities is important
for the tourism industry and its successful development. This particular report focuses on a
particular business venture related to the tourism industry. It is that of a travel agency and also
includes travel agents. The people interested in travelling the world are given popular travel
information, suggestions and tourism related services as well. The nature of the travel agency
might be a public service or even a private retailer. The valuable and relevant information are
provided on behalf of the suppliers including the airlines, hotels, cruise lines, car rentals,
railways and many more. The facilities of travel insurance as well as package tours are also
included. The responsibilities of the travel agent include selling the lodging, transportation and
entertainment activities (Day et al., 2012). Providing guidance to the people is also important
regarding the short trips as a part of the bigger trip. All the necessary arrangements regarding the
food, lodging, transport are made by the travel agents. In order to do this accurately, it is the duty
of the travel agency to train the agents well and obtain accurate sand sufficient amount of
information on the available hotels for each of the cities in Australia, the best adjoining
restaurants, tourist spots and the available car rentals (Medlik, 2012).
It can safely be said that the best idea for a probable business venture linked to` the
tourism industry is the concept of the development of a travel agency. The accuracy with which
the travel agents are able to provide information and the amount of perfection they are able to
maintain in their deals will determine the number of tourists that will come to Australia
(Morrison, 2013).

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Type of Business:
The nature of the business in case of the travel agency is through the concept of online
booking. The online booking facility is the most ideal option as it is possible for all customers to
get online bookings available at any time of their choice. The impact of the connectivity of the
internet on entire segments of the population is huge and this is the primary reason for making
the online booking the most suitable choice. The availability of responses depends on the
simplicity of the online website created for the travel agency. Preferably the portal should be
simple and easy to operate and understand (Ruhanen, Mclennan, & Moyle, 2013). Potential
clients should have their own portals where the details of the trips, bookings, hotels, adjoining
restaurants and all other options are available easily. The information should be relevant and best
suited to the needs of the potential clients. This option of online booking if availed can prove to
be the best option for the travel agency business venture (Moyle et al., 2014).
The promotion regarding the tourism trip opportunities need to be properly advertised as
it contributes to the tourist count of a country. Circulating the pamphlets among the locals is a
good option but has some disadvantages. The pamphlets being pieces of paper can be lost at any
particular time point and the information is then lost. The mail method of advertisement is a
better option but even mails might not be checked at regular intervals (Parsons & Schumacher,
2012). Best sort of promotion is online via the personal portals of the customers. Pictures of all
the famous destinations can be shared in the sites, giving details of all the visitable spots in any
particular area. The benefits pr package plans available at all the local restaurants and hotels also
need to be mentioned.

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Selected Cohort of Tourists:
The probable tourist cohort that can be selected among the baby boomers, young people
or married couples can be that of the baby boomers. The baby boomers comprising the relatively
elderly people look for tourism trips or travel plans as a means of spending their leisure time or
desire to enjoy their retirement time. The perfect opportunities for leisure time are available for
the people belonging to the baby boomers category. Special plans for activities particularly
enjoyed by this age group of people need to be incorporated in the itineraries of the hotels and
the tourism trip planners. The focus should be on type of activities that do not involve too much
of activity yet a lot of recreational opportunities. The amalgamation of the travel plans, food
options and locations should be so unique as to maximise the chances of trip bookings by the
baby boomers. It should be ensured that the plans should be so well thought that the prospective
clients think of no other destination but Australia.
Criteria of funding for the business trips:
Arrangement of funds by the tourists is the key factor in ensuring the confirmation of
their travel trips. It can be safely said in case of the baby boomers that the arrangement of funds
is not at all an issue. After retirement usually a lump sum amount is available to the senior
citizens and utilizing some part of the money for a vacation is not much of a deal. In fact in many
countries people save and keep aside a part of their earnings each year to embark on some
foreign trip or tours. It can be inferred that adequate funding is available to the baby boomers for
their trip plans.

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Business venture criteria:
The business venture in connection to the travel agency should focus on highlighting
those areas of the country that are the most likely to attract the baby boomers. The best areas of
scenic beauty and opportunities for best enjoyment of the leisure tie should be highlighted in the
trip plans for the elders. The online portals should be modified accordingly in order to increase
the tourist count as well as the amount of viewership in the websites and the portals created. The
trips and the proposed plans should be made as exciting and lucrative as possible to satisfy more
and more buyers.
Ventures meeting the possible criteria:
Several ventures many be considered that meet the existing business venture criteria.
Low cost domestic trips can be arranged for the young and middle aged people so that they can
refer the trips to their parents or probably their grandparents as a separate leisure trip or a full-
fledged family vacation. Trips for local university students can also be arranged so that the word-
of-mouth publicity can increase the level of tourism in the country. The cost and the promotional
activities need to be constantly updated. Only then will the ventures succeed.
Contribution of Tourism to the economy of Australia:
The tourism industry hugely contributes to the Australian Economy. The impediments to
the business always need to be taken care of in case of the travel and tourism trips arranged
(Pham et al., 2013). The streamlined airline services, the uninterrupted running of the online
portal and the suggested hotel and restaurants need to be taken care of. The overall tourism
industry needs to be constantly upgraded and improved (Peters & Higgins-Desbiolles, 2012).

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Evaluation of the barriers to the tourism related infrastructure:
The procedure of approval and assessment is necessary to create an environment which is
suitable for the investments related to tourism infrastructure (Ruhanen & Shakeela, 2013). The
impediments to the overall growth of the economy need to be carefully considered. Climate
changes should be borne in mind while planning trips (Morrison & Pickering, 2013).
Graphs and charts:
Figure 1: Australian visitors

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Figure 2: Nights spent in the regional areas
Explanation:
From this particular graph it is evident that the majority of the tourists belong to the
United States, New Zealand and United Kingdom and these areas need to be targeted in future.
Figure 3: Number of foreign visitors

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Explanation:
From the graphs it can be seen that the contribution of the tourism industry to the
revenues in Australia is considerable. The business ventures need to be properly implemented to
increase the overall tourist count.
Future prospects:
The future prospects for the tourism industry include Tourism 2020 including land use
and aviation planning. The future policies also need to be understood in connection to the present
situation.
Conclusion:
Careful study of the business sectors has revealed that the tourism industry in Australia is
a promising one. Further advancement is possible through proper and careful implementation of
strategies and understanding in order to increase the tourist count. Providing a great tourist
experience is also crucial to ensure the word-of-mouth publicity such that the people come back
time after time. The care and provision for proper facilities needs to be the primary concern for
the travel agency.
The needs should be met keeping in mind the target cohort of tourists who have been
selected. Activities pertaining to their wishes should be arranged in order to cater to their needs.
In case the needs are properly met, the tourists might come time after time.
It can thus be concluded that the tourism industry is an ever evolving one and proper
planning and implementation of business ventures related to it can result in the high tourist count
of the country.

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References:
Day, M., Walo, M., Weeks, P., Dredge, D., Benckendorff, P., Gross, M. J., & Whitelaw, P. A.
(2012). Analysis of Australian tourism, hospitality and events undergraduate education
programs. Sydney: Office of Teaching and Learning. The value of WIL in tourism, 257.
Medlik, S. (2012). Dictionary of travel, tourism and hospitality. Routledge.
Morrison, A. M. (2013). Marketing and managing tourism destinations. Routledge.
Morrison, C., & Pickering, C. M. (2013). Perceptions of climate change impacts, adaptation and
limits to adaption in the Australian Alps: the ski-tourism industry and key
stakeholders. Journal of Sustainable Tourism, 21(2), 173-191.
Moyle, B. D., McLennan, C. L. J., Ruhanen, L., & Weiler, B. (2014). Tracking the concept of
sustainability in Australian tourism policy and planning documents. Journal of
Sustainable Tourism, 22(7), 1037-1051.Neirotti, L. D. (2012). and Adventure
Tourism. Sport and adventure tourism, 1.
Parsons, A. G., & Schumacher, C. (2012). Advertising regulation and market drivers. European
Journal of Marketing, 46(11/12), 1539-1558.
Peters, A., & Higgins-Desbiolles, F. (2012). De-marginalising tourism research: Indigenous
Australians as tourists. Journal of Hospitality and Tourism Management, 19(1), 76-84.
Pham, T. D., Bailey, G., Marshall, J., Spurr, R., & Dwyer, L. (2013). The economic impact of the
current mining boom on the Australian tourism industry. Canberra: Tourism Research
Australia.

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Ruhanen, L. M., Mclennan, C. L. J., & Moyle, B. D. (2013). Strategic issues in the Australian
tourism industry: A 10-year analysis of national strategies and plans. Asia Pacific Journal
of Tourism Research, 18(3), 220-240.
Ruhanen, L., & Shakeela, A. (2013). Responding to climate change: Australian tourism industry
perspectives on current challenges and future directions. Asia Pacific Journal of Tourism
Research, 18(1-2), 35-51.
South Australian Tourism Commission. (2014). South Australian Tourism Plan 2020. South
Australian Tourism Commission.