Australia

Australia is Alberta’s second largest source of tourists and revenues from the Asia Pacific region.

Australians are spending less, staying in and eschewing luxury goods for more carefully considered purchases. Value assessments play a pivotal role in destination decision-making. To offer value to travellers, Alberta will promote inherent desirability, offer high-quality and value experiences and promote Alberta products of distinction. Simply put, Australians need a compelling reason to justify a trip to Alberta when there are closer, more economical and more desirable options.

The travel trade is an important element in the consumer’s decision-making process, but it is evident that the Australian travel trade lacks knowledge of Canada’s diverse product offerings and regions.

Research indicates the likelihood of Australians visiting Canada in the next two years is about a fifth of the market. Ski vacations and winter activities are Canada’s strongest niche products, while escorted senior coach touring remains the biggest market out of Australia. Growing motivators in our market include: culture, visiting historical/cultural attractions, experiencing local lifestyles, sampling local flavours, meetings Canadians and unique Canadian culture.

In Australia, Travel Alberta will reach our targeted travellers by the following channels: consumer, travel trade, media and public relations with the largest investment in the consumer channel. Marketing is also done under the Canada's West brand with Tourism British Columbia.

Situational Overview