engine tourism research australia

Your guide to the structures , organisations and key people in the Australian Government

• Foreign Affairs and Trade
• Australian Trade and Investment Commission (Austrade)

Tourism Research Australia

Further information, type of body.

F. Non Statutory - Function w Separate Branding

Established By / Under

Established by/under more info.

Tourism White Paper 2003

Annual Report Prepared and tabled?

No, but noted in parent's annual report

Classification

B. Secondary

Creation Date

1 July 2004

Postal Address

To be confirmed To be confirmed ACT Australia

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• Research overview

Combined domestic and international visitation statistics for Victoria, as well forecasts and information on key attractions and experiences.

• Domestic research
• International research
• Regional research
• Economic data
• Other research

On this page

Victorian tourism overview, total tourism data, visitor forecasts, more reports, subscribe to our newsletter.

The latest combined Tourism Research Australia (TRA) National Visitor Survey and International Visitor Survey data for the year ending December 2023.

Key results for the year ending December 2023 (released 27 March 2024) are:

• $37.8 billion in total tourism spend, up 20% year-on-year (YoY)
• total tourism spend has surpassed the year ending December 2019 result by 17%.
• 89.2 million total visitors, up 7% YoY
• total visitors returned to 89% of year ending December 2019 result.

Next National and International Visitor Surveys release will be 26 June 2024 (to be confirmed).

Explore tourism data for Victoria, including domestic daytrip as well as domestic and international overnight visitors.

Sourced from the National and International Visitor Surveys by Tourism Research Australia, this data includes visitors aged 15 years and over who are away from home for less than 12 months.

Total tourism data dashboard

Explore domestic, international and overnight tourism data for Victoria and each of its tourism (sub) regions.

Notes: Visitors to different locations can't be added as some people may visit multiple locations (e.g., visitors to Melbourne and regional Victoria may not add up to the Victoria total).

International education visitors captured in the IVS are defined as those that stay in Australia for less than one continuous year (as such not all international students are incorporated in this definition).

Due to survey limitations because of international border closures during the pandemic, regional-level international data is not available for June 2020 to November 2023 estimates.

Due care is taken in the production of this information. However, DJSIR accepts no responsibility for the use of this data. Figures may not add due to rounding.

Tourism Research Australia have published national tourism forecasts for 2023 to 2028. State level forecasts for domestic visitor nights have also been created.

Victorian projections for spend and visitors have been calculated by applying national forecast growth rates to Victorian estimates.

By 2028 it’s projected that Victoria will receive:

• $53 billion in total spend, up 32% on 2023 estimates
• 111.8 million total visitors, up 18% on 2023 estimates
• 94.9 million domestic visitor nights, up 14% on 2023 estimates.

Find out more in the summary, including key factors influencing future tourism growth.

For further information visit Tourism Research Australia .

We have a range of additional reports available. These reports include:

• Melbourne's Top Attractions Year Ending December 2019
• Regional Victoria's Top Attractions Year Ending December 2019
• Visitor Experiences in Victoria Year Ending December 2019
• Tourism Data Sources and Definitions May 2023

For a copy of these documents, please email [email protected]

Keep up to date with the latest tourism research updates and alerts by subscribing to our newsletter.

We acknowledge the Aboriginal Traditional Owners of Country throughout Victoria, their ongoing connection to this land and we pay our respects to their culture and their Elders past, present and future.

© 2023 Department of Jobs, Skills, Industry and Regions

This page was printed at:  

13 January 2023

A new generation steps up at Tourism Research Australia

In 35 years, the team at Tourism Research Australia (TRA) has driven many data innovations. With their passion for understanding the why and how of tourism, TRA’s new generation is ready to make their own mark.

Among TRA’s new recruits are Laura Nelson, Michelle Chiang and Tim Howard.

Nelson works on the International Visitor Survey (IVS). The IVS measures how international tourism contributes to Australia’s economy. Chiang works with the National Visitor Survey (NVS), which collects data on domestic travel trends. Data analyst Howard is responsible for extracting insights from visitor survey results and interrogating international student data.

A culture of innovation

Although drawn to TRA for different reasons, all 3 have been impressed by its culture of innovation.

Nelson says they enjoy a wide variety of work outside their core areas. ‘We spend time working on an important statistical collection, as well as looking at cutting-edge data,’ she says. ‘A lot of data discovery goes on in the team – knowing what’s out there and being creative about how it can be used.’ 

Chiang agrees. ‘It’s especially impressive that long-term team members are open to continuously improve and try new things.’

‘Our managers give us a lot of flexibility to explore and redesign processes,’ adds Howard. ‘We can chat openly to leadership, and they trust your ideas and let you run with it.’

They are proud to work in a team that is widely respected in Australia and overseas.

‘For a small team, we make a big impression on tourism data,’ Howard says. ‘TRA has set up a framework for others to follow. It’s great to see how highly regarded TRA is, how trusted and widely used the data is. We’ve got to consider that legacy and build on it in our work.’

Nelson says TRA data reaches a broad audience. ‘TRA gets a range of data requests from the government, consultants and even small tourism operators. It’s reaching all levels of the visitor economy and businesses connected to the visitor economy.’

Looking to the future

As a team, they are excited about the possibilities complementary data will bring. Complementary data includes de-identified commercial and government data, such as:

• transactional data
• booking and ticketing data
• telecommunications data.

‘Complementary data will help us estimate how many people are travelling at any given time,’ Nelson says. ‘It helps us understand how many travellers are visiting an area and how that changes over time. This can help councils and other bodies make planning and investment decisions.’ 

Chiang says complementary data will also provide greater detail. ‘Currently, the IVS and NVS don’t provide a level of granularity about anything beyond a general tourism region. Complementary data will provide enough detail to know exactly where people have been travelling.’ 

‘The complementary data sets are also going to give insights about the people moving around the country,’ Howard says. ‘We’ll know the sorts of travellers that go to certain areas. Over time, we will be able to refine traveller personas. We can then work with Tourism Australia and others to market to or develop products for that traveller type.’

Data in real time

On their wish list is greater automation that will allow real-time data feeds.

‘A lot of our processes are still manual,’ Chiang says. ‘It would be great if we could click a button and have all that done.’

‘It would be great to have more automation. We’d get to go down rabbit holes exploring data,’ Howard says.

‘It would be great to have a real-time data feed from all our ports of entry,’ Nelson agrees. ‘So we could see in real time, information about all the people coming in and out of the country.’

She would also like to expand on the interaction between tourism and sustainability. ‘The  THRIVE 2030 strategy  has recommendations to push tourism in a more sustainable direction,’ she says.

‘At the moment, we’re working on measuring the carbon footprint of tourism. It’s still very early days, but it will be a big innovation if we’re able to get it right.’

Looking back on 35 years of TRA

‘The anniversary is a great opportunity to reflect on how far the team has come,’ Nelson says.

‘It’s impressive that a small team has kept its identity in Austrade and the public service, and is so trusted and respected,’ Howard says.

‘It’s a great time to look forward and think of where data is going next,’ Nelson adds. It’s so digital and fast-paced now, the innovations happen so rapidly. In 5 years’ time, the work will look very different, although it’s hard to predict exactly how.’

Visit the  TRA website  and subscribe to its email newsletter to stay up-to-date with the latest tourism data and insights.  

Growing the visitor economy

THRIVE 2030 is Australia’s national strategy for the long-term, sustainable growth of the visitor economy.

Learn about THRIVE 2030

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Celebrating 35 years of Tourism Research Australia

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People with disability a valuable addition to the tourism workforce

Employing people with disability helps address shortages in the visitor economy workforce, develops skills and boosts the tourism industry.

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Future of Demand

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The free to download Future of Demand research has been designed to support Australia’s tourism industry to make decisions about where demand exists, and ways to maximise the opportunities.

Prior to the pandemic, tourism was Australia's second largest service export, and employed one in twelve Australians. In 2018/19, our tourism sector contributed $152 billion to our economy, supported more than 300,000 businesses, and employed more than 660,000 Australians. There is no denying that Australia’s tourism industry is integral to Australia’s economy and social fabric.

With so much change in the tourism category over the past two years, this research is very timely. It has been designed to support Australia’s tourism industry, across its many facets, to make decisions about where demand exists and ways to maximise the opportunities in this critical period of recovery.

Most tourism businesses are either sole traders or have a small team. Recognising the lean nature of many tourism businesses, we have endeavoured to provide a high level of insights across all sectors. As a result, the nature and scope of this research is quite complex as we have endeavoured to deliver as much richness as possible. The research covers 143 experiences across 20 markets and four target audiences: the High Yielding Traveller, Premium, Working Holiday Makers, and a more generic Long Stay audience.  There were also three deep dive sections covering Sustainable travel, Indigenous insights, and Accessible Travel.

This research was delivered with the support of state and territory tourism organisations and tourism industry operators from across Australia and our key markets. On behalf of the Tourism Australia team, our sincere thanks for your support and contribution to this work.

We sincerely hope that the insights in this research assist Australia’s tourism industry to be even more competitive on the world stage than ever before.  

Explore the research

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How to use the research

Report revised December 2022 for improved navigation and searchability.

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Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

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Home » ENGINE Group Australia Launches Media Agency

ENGINE Group Australia Launches Media Agency

ENGINE Group Australia announced today the launch of ENGINE Agency.

The full-service media agency will provide new and existing clients with the ability to apply ENGINE’s deep capability in research, technology and data to their paid media strategy, execution and analysis.

ENGINE Agency is spearheaded by multi-national Dentsu Group veteran,  Grant Abrahams , and former CHE Proximity Head of Media,  Calvin Cain (feature image) .

Calvin Cain , said: “It’s an exciting opportunity to launch an agency with access to ENGINE Group’s war-chest of capabilities across market research, analytics, data and technology. The circumstances of 2020 generated some dramatic changes in consumer behaviour, so the ability for us to utilise our research and insights division on a brief-by-brief basis will be a huge advantage for our clients and represents a unique and dynamic offering to advertisers.” Cain joins ENGINE Group as a Director after spending the past year at fast growth independent agency, Principle Media Group.

Since its inception, ENGINE has grown into a research, customer and employee experience powerhouse, with clients including the Australian Government, Tourism Research Australia, J&J Visa, etc. on its roster. The launch is an indicator of ENGINE Group’s steady growth in the APAC region after introducing its Transformation division in 2017 and programmatic technology offering ENGINE Media Exchange (EMX) in 2018. The media agency launch coincides with ENGINE’s launch of a cookie-less attitude-based audience solution constructed from declared survey data, with initial results boasting a 30% greater ROI effectiveness than other data partners.

Grant Abrahams , said: “The combination of ENGINE research and technology specialities allows us to convert bespoke market research into actionable custom audience segments to improve campaign effectiveness for our clients, but it also provides advertisers with a new level of accountability and campaign measurement to instil confidence in their investments.” Abrahams, formerly Carat’s Director of Digital & Technology, joins ENGINE Group as a Director after more than a decade with Dentsu Group across  South Africa  and  Australia .

On the timing of ENGINE Agency’s launch,  Oliver Rust , CEO, ENGINE APAC, said: “Business pressures are always a catalyst for marketers to look at the partners they are working with, but the changes in consumer behaviour have been dramatic this past year and likely long-lasting. Marketers will need to evolve their strategies and approaches, and many may find that the partners they have now aren’t necessarily the partners that will be most equipped to take them into the future.”

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ENGINE Group Australia Launches New Media Agency

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Pr newswire.

• Australia ,
• Dentsu Group ,
• ENGINE Agency ,
• ENGINE Group Australia ,
• media freedom ,
• PR Newswire Asia Business ,
• press freedom ,
• South Africa ,

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MELBOURNE, Australia , Jan. 14, 2021 /PRNewswire/ — ENGINE Group Australia announced today the launch of ENGINE Agency.

The full-service media agency will provide new and existing clients with the ability to apply ENGINE’s deep capability in research, technology and data to their paid media strategy, execution and analysis.

ENGINE Agency is spearheaded by multi-national Dentsu Group veteran, Grant Abrahams , and former CHE Proximity Head of Media, Calvin Cain .

Calvin Cain , said: “It’s an exciting opportunity to launch an agency with access to ENGINE Group’s war-chest of capabilities across market research, analytics, data and technology. The circumstances of 2020 generated some dramatic changes in consumer behaviour, so the ability for us to utilise our research and insights division on a brief-by-brief basis will be a huge advantage for our clients and represents a unique and dynamic offering to advertisers.”

Cain joins ENGINE Group as a Director after spending the past year at fast growth independent agency, Principle Media Group.

Since its inception, ENGINE has grown into a research, customer and employee experience powerhouse, with clients including the Australian Government, Tourism Research Australia, J&J Visa, etc. on its roster.

The launch is an indicator of ENGINE Group’s steady growth in the APAC region after introducing its Transformation division in 2017 and programmatic technology offering ENGINE Media Exchange (EMX) in 2018.

The media agency launch coincides with ENGINE’s launch of a cookie-less attitude-based audience solution constructed from declared survey data, with initial results boasting a 30% greater ROI effectiveness than other data partners.

Grant Abrahams , said: “The combination of ENGINE research and technology specialities allows us to convert bespoke market research into actionable custom audience segments to improve campaign effectiveness for our clients, but it also provides advertisers with a new level of accountability and campaign measurement to instil confidence in their investments.”

Abrahams, formerly Carat’s Director of Digital & Technology, joins ENGINE Group as a Director after more than a decade with Dentsu Group across South Africa and Australia .

On the timing of ENGINE Agency’s launch, Oliver Rust , CEO, ENGINE APAC, said: “Business pressures are always a catalyst for marketers to look at the partners they are working with, but the changes in consumer behaviour have been dramatic this past year and likely long-lasting.

Marketers will need to evolve their strategies and approaches, and many may find that the partners they have now aren’t necessarily the partners that will be most equipped to take them into the future.”

ABOUT ENGINE

ENGINE is a global, full-service media and marketing services company that unites culture and commerce to move brands forward faster. Driven by data. Fueled by imagination. Powered by technology. Founded in 2005, ENGINE has global headquarters in New York and 16 offices across North America, the UK, Europe, and Asia-Pacific. ENGINE empowers clients to outperform in the present and win in the future with its vast range of marketing solutions including – insights, creative, media, data and technology. Find out more at https://enginegroup.com/apac/    and follow  @engineworldwide

CONTACT: Laura Czaja , Director of Corporate Communciations, ENGINE, [email protected]

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EXPLORE CREATE ANALYSE EVOLVE

TOURISM CONSULTANT

Tourism - tasmania - victoria - nsw - queensland - north territory - south australia - western australia.

David Inches, the founder and lead consultant at Evolve Tourism, brings 25 years of experience across all aspects of tourism innovation and marketing. Located in Hobart, Tasmania, David's network comprises Australia's most talented tourism professionals who deliver tourism projects of any type and size across every corner of the country. The Evolve Team consists of concept creators, visionaries, architects, entrepreneurs, planners, economists, researchers, number crunchers, brand specialists, and marketing experts.

Collaborating with Australia's very best tourism architects and planners, researchers and analysts, brand and marketers, entrepreneures and developers.

David has delivered Tourism Concepts, Demand Forecasts, Feasibility Studies and Marketing Plans from Cocos (Keeling) Islands to Tasmania.

The Evolve team offer consulting services to entrepreneurs and businesses, tourism organisations and associations.

Recent Tourism Projects

Cradle Mountain Master Plan which has secured $90M in funding to support a new cableway into the National Park

... David worked with the Ayre Group to deliver Destination Management and Marketing Plans for the Christmas Island and Cocos (Keeling) Islands in 2021.

... Ongoing experience and marketing consulting to Simon Currant and the Pumphouse team.

Tourism Consulting Services

The team at Evolve Tourism have the skills and experience to deliver on innovation and marketing projects for State and Regional Tourism Organisations; Industry Associations and tourism entreprenures and businesses.

TOURISM  CONCEPT DEVELOPMENT

The Concept Crystallisation Journey evolves early thinking and ideas into more robust and viable tourism opportunities for further development and planning.  The journey unpacks and details the building blocks of your experience to pass them through a set of internal assessment criteria.  

This process evolves your new tourism idea into a detailed concept ready for testing and demand forecasting.

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These visitor insights and forecasts deliver a solid foundation for any Business Case including revenue scenarios, social and economic impacts.

TOURISM BUSINESS CASES

Following clarity of concept and demand forecasts is your Business Case.  The Evolution Team brings Architects and Cost Estimators, Operational Planners and Economists, Human Resource and Financial Experts, Brand and Marketing teams to shape your Business Case.

This Tourism Business Case is used to engage Boards around project initiation; secure finance or investment from private or government avenues; form and brief project teams.  It's essential your go / no go point for investment.

TOURISM BRAND & MARKETING

David Inches started his career in tourism branding, sales and marketing and delivers launch and ongoing marketing strategies and plans for destinations and tourism businesses.  The brand and marketing planning journey is anchored within a foundation of customer focus, knowledge and 25 years experience in engine room of tourism businesses.  

To activate the Marketing Strategy and Plan David brings a team of graphic designers, copy writers, social media and website experts, content creators and media consultants. As Project Manager David Inches steers the team to agreed outputs and outcomes to ensure your tourism destination or operation maximises every dollar of marketing investment.

TOURISM DESTINATION MANAGEMENT PLANS

Tourism Destination Management Planning is a core function at Evolve Tourism and involves a team of disciplined experts to unpack and evolve the future of tourism destinations. Evolve Tourism 

Destination Management Plans address demand drivers such as experience development, branding, marketing and access; identify hero destinations and aligned tourism experiences; detail pathways such as visitor services and way-finding, accommodation supply, sustainable tourism management, industry capacity building, accessibility and infrastructure.  All Evolve Tourism Destination Management Plans are backed by original research in partnership with BDA Marketing and deliver strategic and action centred plans for destinations.

REGIONAL & REMOTE TOURISM EXPERT

Over the past 15 years David Inches has been privileged to work across every corner of Australia in all facets of tourism. Coming from a Tasmanian background David has developed a passion and skillset for development of regional and remote tourism destinations and businesses.

David's experience covers all aspects of tourism growth and planning including Destination Management Plans from East Kimberley to Cairns, Tourism Marketing Plans from Cocos (Keeling) Island to Cradle Mountain, Tasmania, Experience Development and Feasibility Studies from Darwin, Northern Territory to Batlow NSW.

LUXURY TOURISM

Evolve Tourism stands as a beacon in exclusive travel, specialising in the conception and promotion of remote luxury tourism experiences. At the core of their mission is the art of curating extraordinary journeys to the world's untouched corners, where opulence harmonizes with the raw beauty of nature. With a meticulous focus on every detail, Evolve Tourism crafts immersive experiences that redefine the boundaries of luxury travel. 

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International tourism to Australia

Quarterly results from the International Visitor Survey, trends and forecasts of international visitor activity.

Main content

Tourism Research Australia produces quarterly results from the International Visitor Survey, as well as trends and forecasts of international visitor activity.

International tourism results

Annual and quarterly International Visitor Survey results providing statistics on international visitors in Australia.

International tourism trends

Time series data for international visitors to Australia.

International Visitor Survey methodology

The International Visitor Survey (IVS) measures the contribution of international tourism to Australia’s economy and provides input into modelling spend for its regions.

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