Annual Report 2010-2011 - Tourism Australia

Australia’s Place in Global Tourism
In 2010, Australia ranked 48th in the world for
international visitor arrivals. However, the country
ranks eighth globally for international tourism receipts
and worldwide has the highest spend per trip from
international visitors. This is a strong outcome and reflects
the local industry’s alignment to the key performance
indicators of the 2020 Tourism Industry Potential. These
expenditure figures reflect visitors’ long-haul travel profile,
as well as their propensity to stay longer and engage more
with the destination.
Although Australia is competing for international tourism
with regional Asia Pacific nations, it has been a strong
recipient of outbound travel from neighbouring countries,
in particular China. Within the Asia Pacific region,
Australia’s share of international tourist arrivals was
2.9 per cent in 2010 and 12.1 per cent for international
tourism receipts, second only after China. The importance
of, and close links between, countries in the Asia Pacific
region will play a critical role in achieving Australia’s 2020
Tourism Industry Potential goals.
Geographically, Australia is within the strongest
performing tourism area in the world. The Asia Pacific
region was the first to recover from the recent global
downturn in tourism and has been the strongest growing
region in the past two years.
International Tourism Receipts
US$ billions Change (%)
Local currencies
change (%)
Rank
09 10 09/08 10/09 09/08 10/09
1 USA 94.2 103.5 - 14.7 9.9 -14.7 9.9
2 Spain 53.2 52.5 -13.7 -1.2 -9.0 3.9
3 France 49.4 46.3 -12.7 -6.2 -7.9 -1.3
4 China 39.7 45.8 -2.9 15.5 -2.9($) 15.5($)
5 Italy 40.2 38.8 -12.0 -3.6 -7.2 1.4
6 Germany 34.6 34.7 -13.2 0.1 -8.5 5.3
7 UK 30.1 30.4 -16.3 0.8 -1.3 1.7
8 Australia 25.4 30.1 2.5 18.6 10.3 0.8
9 Hong Kong (China) 16.4 23.0 7.5 39.5 7.0 39.8
10 Turkey 21.3 20.8 -3.2 -2.1 -3.2 ($) -2.1($)
($) = percentage derived from series in US$ instead of local currency.
Source: World Tourism Organization (UNWTO), Tourism Highlights 2011 edition.
8 Australia’s Place in Global Tourism