Australia as a Tourism Destination

This study evaluates Australia as a tourism destination and its tourism industry. It discusses the country's location, geography, and topography, as well as its population, heritage, and social context. It also provides a detailed evaluation of the tourism industry, including marketing strategies, size, and scale. The study concludes with an assessment of Australia's suitability for future tourism growth.

Industry Destination
Review
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Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of country's location, geography and topography.......................................................3
Population, heritage and social context of Australia...................................................................4
Detailed evaluation of tourism industry of Australia like marketing, strategies, size and scale. 4
Suitability of the country for the future tourism growth and development.................................7
Tourism based theory ..................................................................................................................7
Non-biased account of the location..............................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Tourism destination refers a city, town and any other area which is mainly dependent on
revenues from tourism (Gretzel and et.al., 2016). A place which has some attractiveness and
features which can attract tourists to visit and enjoy. This present study is going to show
effectiveness of Australia as a tourism destination and industry as how several destinations of
Australia grab attention of tourists and attract them towards them. It will discuss heritage,
culture, employment generated by Australian tourism industry and how much it generates
revenue. Further, it will show some development issues along with strategies of solving them.
Lastly, it will show suitability of Australia for the future tourism growth.
Overview of country's location, geography and topography
In the context of tourism destination in Australia it is stated that tourism is an important
and main key source of Australia's economy which consists of both domestic and international
components. In regard to location, it is stated that Australia's is located in Oceania between the
South pacific and Indian oceans. It is the large country and most of its part is consists and
covered of low desert plateau.
Geography: There are several varieties of bio-geographic regions which makes Australia,
world's smallest continent but still it is counted and known as 6th largest country in the world. It
has diverse geography and it makes it attractive and it is the main reason as why tourism prefer
to come here for enjoying destination. Geographic of Australia range from snow capped
mountains to large deserts, temperature and tropical forests. Its territory also consists of entire
continent and smaller islands.
Topography: Australia's continent is being divided into 4 topographic regions such as: sandy
eastern coastal plain, eastern highlands, central plain and western plateau. In the context of
eastern highlands which is 2nd topographic region is of around 300-2100 m in altitude. Next
central plain consists of north-south series of drainage basins which is of about 1,751,480 square
meter of territory. The last topographic region western plateau is covered with bigger plains and
deserts that are around 300-600 m high (Australia: Topography, 2020).
Key regions: Australia's government is exercised on 3 levels such as: states, territories, federal
and locals. Six states are being associated with it including: Queensland, New South Wales,
South Australia, Victoria, Western Australia and Tasmania. Queensland is considered and
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counted as 3rd largest population of the state. It is also known as the home of rain forests as well
as sunshine state.
Population, heritage and social context of Australia
Australia' culture is now known as western culture because it is derived from Britain to
some extent as well as influenced by unique geography of Australia. Aboriginal, Torres Islanders
and other Australian people are residents and make Australian culture different from others.
Australia is known as multi cultural but still Aboriginal Australian and Anglo/Irish born people
are mainly influential in sport, media, arts and even political acts and these are main people on
which name, Australia's culture is represented. There are some Chinese Australians who also
have strong presence in Australia's overall culture.
Cultural values: There are several features of culture of Australia as its morale, values
teach children and all people to respect each other, they fight for respect for freedom, dignity of
people, commitment to rules of law, parliamentary democracy, mutual respect, equality for men
and women in all context and compassion for those who are in need (Bayliss and Ligtermoet,
2018). In the context of language of Australia's culture it is identified that English is the main
languages which is being spoken by people of Australia. Most of the people as around 72-73%
spoke in English and rest of people prefer to talk in Mandarin and Arabic language rather
English. Rather, all these some people speak in Italian, Cantonese and Vietnamese language. But
the most common and preferred language is English.
Heritage and social context: Heritage of Australia refers all those things which
represent Australia' identity. There are several features of Australia's culture which represent or
make up its culture unique such as: spirit and ingenuity, historic building, living landscapes
(Valadkhani and O'Mahony, 2018). Its heritage strategy is licensed by commonwealth of
Australia and this commonwealth has put efforts to identify content supplied by 3rd party. Fair go
is one of the main belief of society members of Australia and as per this belief Australian focus
on providing equal or fair chance to all which manifests itself in universal support for healthcare
and educational system.
Detailed evaluation of tourism industry of Australia like marketing, strategies, size and scale
Tourism industry: In the context of tourism of Australia it can be said that there are
several attractive destinations which attract visitors towards them for enjoying. Australia in
mainly covered from plateau and mountains and it is one of the main feature and attractiveness
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of Australia destination. In addition, it is stated that tourism of Australia contributes to around
$57.3 billion economy which is accounted for 3.1% of national GDP as facts or data of 2018. As
the national economy, GDP of Australian of tourism grew at a faster rate. Around 74-75%
tourism come from local or domestic and 25-26% come from international.
Vision, mission and goal: Tourism 2020 of Australia has set some goals and vision and
on which basis it is working hard. Vision of tourism industry of Australia is to become the most
attractive, desirable and memorable destination for people on the earth. Overall goal of this
industry is to contribute in increasing economy and increasing tourists experience by inviting the
world to experience the Australian way of life.
Employees: Tourism industry is one of the main source of economic generation so it can
be estimated that it increases employment rate and provide opportunities of employment to
people. Around 925,500 people are employed and given employment opportunities directly and
indirectly by Australia's tourism industry. This rate of employment makes around 8-8.5 % of
Australia' total employment.
Investment: Tourism industry of Australia attracts millions of domestic and international
visitors who invest billions in leisure and other activities. This high rate of investment by visitors
help tourism industry in generating employment and stimulates (Hassanli and Ashwell, 2020).
Government at all levels p[lay an important role in developing it by providing funding and
required resources to them. There are several implementation policy of funding and investment
in this industry. For running this industry there is requirement of investing in infrastructure,
business development assistance and investment attraction.
Marketing/branding: Marketing activity is one of the main key of success and
development of Australia's tourism industry. The main role of marketers is to attract tourists or
international visitors to the great extent. Governmental agencies and partners also work together
in order to promote Australia as a compelling tourism destination. There are several attractive
marketing and branding strategies are being used by tourism industry of Australia. High impact
campaigns are helping out this industry in attracting target market. It also inspires target market
to book a trip to Australia (Olimovich, Kudratovna and Sayfitdinovich, 2020).
Leisure marketing is one of the main type of marketing in which tourism industry as a whole
create global campaigns which position Australia as the most desirable destination on earth.
Content used in marketing campaign is the main key which grab attention of people as it focuses
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on lifestyle of Australia's people in order to build a positive impression of Australia's tourism
offering. For making marketing strategy successful, they invest in Australia.com, social media
channels and others or it can be said that by heavily investing in advanced technology and data
sharing it improves personalisation of marketing activities.
Promotional channels: Social media platforms, content, public relation and website
target global media buying and personalisation. It reflects consumer media consumption. One of
the main aim of using all these channels as promotional activity is to create strong image of
Australia and making people aware that what Australia is going to offer them and creating their
urgency to visit (Chen and et.al., 2019).
It is also analysed that high value travelers prefer digital channels as they find easier in
booking, research and rate holiday experience. Digital channels not only support customers but
also make industry able to engage with target customers and interact with them anytime and also
take suggestions for better improvement as well as making them feel valued. Now due to
increasing use of social media, Australia's tourism industry is focusing on stimulating
conversations about Australia via Instagram, Facebook, Twitter, We chat and others. So, overall
it can be said that all selected platforms are helping out this company and industry in attracting
tourists and communicating with them in an effective manner.
Involvement of the government: Government of Australia is playing an effective and
major role in developing tourism in an effective manner. It allows all companies in planning,
monitoring and improving performance of major projects. With open communication with
companies of tourism industry the minister for trade, tourism and regulatory bodies help in
promoting industry. Local, state and federal government provide funding for improving
infrastructure or Australia (Tourism Funding and Policy Initiatives, 2018). It includes Northern
Australia infrastructure facility for Northern Australia tourism initiative (NATI). It is estimated
that $13.6 NATI was developed. By this help from the government, tourism industry of Australia
extends its programs in order to better target needs of North Australian Tourism industry.
Growth issues and challenges: Several strategic and development issues are associated
with tourism industry of Australia. One of the main problems is related to data accuracy as this
industry of Australia is not that much able to make effective informed investment decision and
measure effectiveness of campaign expenses in an effective manner because of poor quality data
sources. Cyber security is other threat as using of digital platforms to great extent is increasing
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fear of breach of data and theft of personal as well as professional information’s. Inability to
demonstrate continued organizational relevance is other main problem.
Dominant tourism sectors: There are private, public and voluntary sector of tourism
organization in Australia which contributes to economy and by providing different activities and
types of events, they attract tourists.
Private tourism: Most of the tourism area of Australia is private and their main aim is to
earn profit. It includes leisure activities which makes visitors feel pleased. Restaurants, fast food
outlets, pubs are some examples of it.
Public sector: It is funded by the government with main aim of educating and providing
effective services to their customers.
Voluntary: It includes trust and charities whose main aim to increase employ ability.
Suitability of the country for the future tourism growth and development
Market segment: Tourism industry of Australia target high value travelers in business
and leisure segment. It believes that high value of travelers are more likely to stay and their
average trip spend is higher than average. Nature, wildlife, food and wine are main
considerations while selecting holiday destination. Premium target customers are high yielding
segment (Gajdošík, 2019).
Tourists demographic: In the year of 2018, around 9 million tourists visited Australia
and now it is estimated to grow more in further years. Tourism Australia's business customers
are being divided into 2 parts international association and incentive trips.
Products development
As the development of the destination as Australia which is consisting of the domestic
and international component which have the involvements of the promotional and marketing
aspect in the significant manner. The collection of the various package has the constant
development in order to have the enhancing the industry request along with visibility. There is
availability of their new programmers and the multimedia options which will help in the leading
more level too profitability in significant manner.
Tourism based theory
Cohen theories of tourism development have the combining of tourists who are
considered to be curious for seeking out the new experiences with having the fascial security.
The firm have the exploring the destination from the familiar base. As per the theory have the
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four tourist roles which have the such as organised mass tourists, individuals mass tourist,
explorer and the drifters (Buzinde, 2020). The organised mass tourist have the travel in groups
which have the arranging in advances by the travel agents and tour operators and individuals
mass tourists have the certain degree of the controls over the respective time and itinerary which
is not bound to any specific group. As the theory have the suggesting that’s explores are the one
who are aggression theory own trips as the associate with local residents and trey to have
conversation in local languages. As they don’t have the adopting the complete lifestyles of the
host country. On other hand, there drifter is the one who is the avoiding the contract with other
one in order to stay with locals and share the food shelter and habits. They have the retain the
most basic naive customs as considering the nemeses as tourist.
Non-biased account of the location
As the tourism industries have the role in the international market with have the
collaborative level of framework of the tourism industry, government agencies and the different
partner to have the significant promoting of the business. There is more level of encouraging the
tourism of make the people more visitations and the increase in level of haul visitors as having
the continues level of growth in the markets by supporting the applicability’s for the best
potential growth and deliver the tourism 2020 and the goals beyond this area. There visitors and
theory respective expenditures have the various e level of input which is supporting the key
inputs of the annual budgeting and market resources allocation. consumption. One of the main
aims of using all these channels as promotional activity is to create strong image of Australia and
making people aware that what Australia is going to offer them and creating their urgency to
visit (Frias and et.al., 2019). Overall goal of this industry is to contribute in increasing economy
and increasing tourists experience by inviting the world to experience the Australian way of life.
Youth and working holiday makers are important to Australia’s tourism industry as The country
have the major level of focus on their developing the potential market by having the significant
rise in the supporting of the aviation development as well as a moderate suite of marketing
activity.
CONCLUSION
From the above study it has been summarized that Australia as a tourism destination and
industry as how several destinations of Australia grab attention of tourists and attract them
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towards them. Its territory also consists of entire continent and smaller islands of the main belief
of society members of Australia and as per this belief Australian focus on providing equal or fair
chance to all which manifests itself in universal support for healthcare and educational system.
Overall goal of this industry is to contribute in increasing economy and increasing tourists
experience by inviting the world to experience the Australian way of life. Now due to increasing
use of social media, Australia's tourism industry is focusing on stimulating conversations.
Premium target customers are high yielding segment. The collection of the various package has
the constant development in order to have the enhancing the industry request along with
visibility. This have the suggesting that’s explores are the one who are aggressing theory own
trips as the associate with local residents and trey to have conversation in local languages.
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REFERENCES
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Online
Australia: Topography. 2020. [Online]. Available through
<https://www.nationsencyclopedia.com/Asia-and-Oceania/Australia-
TOPOGRAPHY.html>
Tourism Funding and Policy Initiatives. 2018. [Online]. Available through
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