AUSTRALIA'S GREAT SOUTH WEST EDGE National ... - EarthCheck

WHAT MOTIVATES EXPERIENCE SEEKERS?‘Nature in Australia’ and ‘Australian Journeys’ are the two experience types that are the mostmotivating to international Experience Seekers. Research by Tourism Australia had visitors rankthe experiences most appealing, exciting and relevant. Experiences were put in order and thenvisitors were asked to say which combination of themes would appeal most.MotivatestravelExcitementUnderstandingUniquenessRelevanceLikingBelievabilityConsiderationExcitementUnderstandingConsistencyMotivates travelUniquenessRelevancePerceptionsLikingBelievability75 th percentile or aboveBetween 50 th and 75 thpercentileConsiderationConsistencyPerceptionsA combination of Nature, Journeys and Coastal has the broadest appeal although Cities andAboriginal Australia also rated well in some markets (see below).Source: Tourism Australia: ‘Driving visitation using experience themes’, and ‘Optimising the impact of experiences to drive visitation’Great South West Edge Experience Development Strategy Discussion Paper10