Tourism Australia Targets High-Spending Consumers With New Premium Strategy

The Land Down Under is going upmarket. Recognizing an opportunity to attract more high-spending consumers, Tourism Australia is rolling out a new premium strategy, showcasing the country’s quintessentially Australian style of barefoot luxury. “We are looking to increase the focus on the markets with the greatest opportunity,” said John O’Sullivan, managing director of Tourism Australia. Those markets include high-end travelers hailing from the United States, the United Kingdom and China. China has largest overall spend in Australia, although travelers from the U.S. and the U.K. spend more per capita. So Tourism Australia will target the U.S. and U.K. markets first, and will ultimately include a China focus. No matter the country, the idea is to target the traveler who stays longer and spends more. During the past decade, Australia has grown leaps and bounds when it comes to its luxury tourism offerings. The momentum began with the establishment of Luxury Lodges o