Cultural tourism is one of Australia’s fastest growing tourism segments with the sector growing 23% over the past five years, compared to total tourism growth of 19%.
Today Cultural Attractions of Australia launched Harnessing One of Australia’s Fastest-Growing Tourism Segments, a powerful document that demonstrates the significance of cultural tourism as an exciting new frontier in Australia’s tourism marketing framework.
It was for this very reason that Cultural Attractions of Australia launched this year. The organisation provides a single point of contact for travellers, trade partners and media to access premium, behind-the-scenes cultural experiences in iconic locations, offered exclusively by its member organisations.
The founding members of Cultural Attractions of Australia are some of Australia’s most iconic cultural attractions: Adelaide Oval, Arts Centre Melbourne, Australian Parliament House, Australian War Memorial, Fremantle Prison, Melbourne Cricket Ground, MONA, National Gallery of Australia, National Anzac Centre, National Gallery of Victoria, Opera Australia, Port Arthur Historic Site, Qantas Founders Museum Longreach, Sovereign Hill Outdoor Museum, Sydney Opera House and WA Maritime Museum, with more to be announced soon.
Together these organisations are a powerhouse of domestic and international visitation and present a formidable proposition for brand Australia. In 2017-18 they welcomed more than 24 million visitors through their doors with more than 1 in 5 of those coming from overseas.
Given the significance of the strategic opportunity cultural tourism represents, government and industry stakeholders are throwing their support behind the cultural tourism sector and Cultural Attractions of Australia. The industry-led collective joins the ranks of Tourism Australia’s Signature Experiences of Australia program, along with Ultimate Winery Experiences, Luxury Lodges of Australia, Australian Wildlife Journeys, Discover Aboriginal Experiences, Great Fishing Adventures of Australia, Great Golf Courses of Australia and Great Walks of Australia.
Senator the Hon Simon Birmingham, Minister for Trade, Tourism and Investment commented “Cultural tourism is on the rise, with three in every 10 international visitors to Australia now visiting a museum or gallery. Through our vast array of cultural attractions and initiatives such as this one that target the high value traveller, we have a great opportunity to grow this very lucrative segment of the market.”
Cultural Attractions of Australia Chair, Jennifer Ganske said, “Cultural Attractions of Australia is delighted to be able to bring into focus the significant role of the cultural tourism sector in growing Australia’s tourism offering and visitor economy. It is with pride we launch Harnessing One of Australia’s Fastest-Growing Tourism Segments.”
Download your copy of Harnessing One of Australia’s Fastest-Growing Tourism Segments here.