With the occasions of 2020 having modified the panorama of worldwide tourism – a scenario set to proceed in 2021 and past – Tourism Australia Managing Director, Phillipa Harrison has shared her views on the yr’s prime journey traits, from how tourism companies function to what travellers prioritise.
Listed below are Harrison’s predictions:
Pattern 1: Naturally wide-open and distant locations deemed safer
With folks craving wide-open areas, contemporary air and nature greater than ever, Australia’s nature will likely be extra fascinating in 2021. Tourism Australia’s most up-to-date client analysis, referred to as the Client Demand Challenge, demonstrates that locations with wide-open areas really feel safer for travellers – and, after spending extra time at house final yr than ever earlier than, individuals are creating a brand new appreciation for being out in nature.
Pattern 2: Security is essential
Within the eyes of worldwide travellers, Australia’s affiliation with security and safety has risen from 43% to 49%, and from 47% to 56% in relation to nature and wildlife. This shift exhibits parts that had been as soon as perceived as Australia’s limitations – isolation from the remainder of the world and a big, sparsely populated land – are extra fascinating amongst travellers, post-COVID-19. Tourism Australia’s most up-to-date analysis exhibits world travellers’ perceptions of Australia as a protected vacation spot is rising, and Australia is now the nation most related to security and safety, transferring forward of Japan.
Pattern 3: Journey as a pressure for good
Immediately’s travellers are more and more searching for out manufacturers and experiences that aren’t solely good for them, however good for the world round them. This will take many kinds, from supporting native companies by procuring large at a neighborhood vineyard, bakery or butcher, to getting hands-on with bushfire restoration efforts by way of restoration excursions and experiences comparable to planting a tree to assist re-establish koala habitats in affected areas. Tourism Australia’s client analysis helps this ‘pressure for good’ development, displaying that 91% wish to journey to turn out to be extra open-minded and educated concerning the world, and 74% are actively searching for out journey experiences that permit them to provide again to a vacation spot.
Pattern 4: Indigenous experiences on the rise
Australia’s Aboriginal and Torres Strait Islander peoples have a wealthy, residing tradition relationship again at the very least 60,000 years. 12 months on yr, increasingly more travellers actively search out and uncover Indigenous tourism experiences all through the nation that permit them to attach with and study extra about Australia’s First Nations Folks. Heat, welcoming and beneficiant of spirit, they provide a way of connecting with Australian locations and cultures fairly in contrast to the rest. In line with the Worldwide Customer Survey, in 2019 alone, roughly 1.35 million worldwide guests took half in an Indigenous expertise on their vacation – a determine that has grown by 5% every year over the previous six years.
Pattern 5: Journey to regenerate
Following the turbulence of 2020, the need to make use of journey as a second to reconnect and regenerate will dominate in 2021. Tender journey experiences like multi-day walks and wellness journey (i.e., spa holidays, yoga retreats) have been rising in recognition over the previous few years, and the pandemic has solely amplified the need for this model of vacation. Locations and experiences that depart travellers feeling calm and rejuvenated – whether or not it is an all-inclusive multi-day hike or an off-grid eco-cabin keep – are anticipated to be standard with travellers.
Photographs: Walkers on South Australia’s Heysen Path (prime) and Tourism Australia Managing Director, Phillipa Harrison (beneath).
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