Tourism/Education Demarcation Counterproductive – Opportunities Missed

For too long tourism and education have operated in their respective silos with too little cooperation, marketing, and service provision, says Matt Hingerty of the Australian Tourism Export Council (ATEC), and new research shows that this demarcation between the two sectors is counterproductive.

Almost 6000 international students studying in Australia have been surveyed by the Sustainable Tourism Cooperative Research Centre (STCRC) and the results indicate how Australia’s tourism destinations and businesses can tap into the lucrative international student market.

About The Research

One of the key objectives of was to determine the differing travel behaviours of the varying student nationalities and their visiting family and friends.

The travel patterns of family and friends who travel from their home countries to visit international students studying in Australia was also explored.

The report indicates some fundamental opportunities for tourism businesses and destinations that can be used to target special interest groups within this sector.

Key Findings

Of the students surveyed, 85% had holidayed while studying here and most of these trips were 1 to 3 days (38%) and day trips (24%).

It was identified that international students are opportunistic travellers, who tend to travel in friendship groups (62%), with family (15%) or with their partner (15%).

More than seventy percent of students will be visited by two or more friends and two or more family members during their time studying here – a much higher proportion of these visitors than had been previously identified.

Opportunities

The research indicates opportunities to develop products and packages that better target these visitors at specific times, such as graduation ceremonies.

Also…

• For the majority of students (84%), the average Australian holiday spend was less than $1000 per trip, however with most students (64.5%) traveling in groups, this represents a significant tourism contribution to Australian destinations
• The survey asked international students about their preferred accommodation type. The majority prefered to stay in hotels/motels (44%) followed by holiday apartments (23.5%) and backpacker hostels (22%)
• These students generate a very large visiting family and friends market with over 70% expecting at least two or more friends and two or more family members to visit them in Australia during their studying periods. The majority of these visitors (40%) stay for one to two weeks. Only 36% of these international visitors however will stay in commercial accommodation with just less than half staying with the international students
• According to Access Economics, in 2007/08 the estimated family and friend visitor market associated with international students contributed $315 million to the Australian economy

Research Report Available Free Download HERE or visit the online bookshop at www.crctourism.com.au

For further information you can contact Samantha Kume, Communications Executive, Direct Line +61 (0)7 5552 8116, Mobile 0405 480 994, Email: samantha.kume@crctourism.com.au