Published on Oct 11, 2016

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ta-106587-huntervalleywinecountry-landscapeMassive growth has been realised in drawing international visitors to Australia.

The International Visitor Survey (IVS) for 2015-16 has just been released and it confirms our suspicions about the growth of the Asian market.

The number of international visitors to Australia has increased by 10 percent, resulting in 7.2 million entrances, and 248 million visitor nights. The increase has realised 14 percent growth in visitor expenditure, with international visitors spending $38.1 billion in 2015-16.

China is the largest contributor to growth, with Chinese visitors spending $3.2 billion on holidays, and $3.9 billion on education in Australia. A total spend of $8.9 billion is significant for the Australian economy.

Comparably, USA spent $1.7 billion on holidaying and $0.4 billion on education in Australia respectively, and a total spend of $3.6 billion.

Of the total share, New South Wales received 3.6 million visitors, an increase of 10 percent on the previous year. International visitors spent $9.1 billion in NSW, a significant increase of 18 percent.

Learnings from the IVS for the Hunter Valley:

  • Get ready to service the ever-growing numbers of Chinese and Asian visitors to Australia or miss the opportunity for growth. Learn the cultural expectations and gear your product offering.
  • Work with other operators and package your products. Inclusive package travel grew strongly by 22 percent. We are more successful together.
  • Get export ready. In order to work with international distribution partners your business needs to be export ready.
  • Give great service and be remembered. Return international visitor numbers were up 10 percent.
  • Give something back to locals. Travel for the purpose of visiting friends and relatives grew 3 percent. You want to be on their itinerary.

Learn how to engage more effectively with Asia.

Is your business doing enough to be the ‘face’ of the Hunter Valley on the international stage?