Australia #1 destination for backpackers…

DESPITE the strength of the Aussie dollar and competition from other destinations, backpackers still rate Australia at the top of their « bucket list », a major tourism conference has been told.
However, a new survey has found we need to improve the product being offered, and lift our standards of service.
« Australia remains a highly desirable place for the backpacker market, it’s a dream destination for those looking for excitement and adventure, » Australian Tourism Export Council (ATEC) Managing Director, Felicia Mariani said.
« What we have to ensure is that, as a destination, we continually strive to provide competitive products and experiences with high quality service standards that will keep us ahead of the competition. »
Ms Mariani told the ATEC Backpacker and Youth Industry Conference at Airlie Beach today the survey of almost 1000 backpackers undertaken by ATEC and Tourism Australia and facilitated by internet cafe network Global Gossip, showed Australia was a key part of a multi-destination backpacker trip and is highly anticipated on their itinerary.
However, New Zealand is out-performing Australia in terms of meeting visitor expectations.
« Australia clearly tops the ‘to-do’ list for backpackers and our research showed many of these visitors are willing to return here, but we need to continue to improve our product offering. »
The survey found stereotypes on perceptions of Australia including kangaroos, sunshine, beach and surf still resonated well, and the ability to work here was important for almost 50 per cent of respondents.
« One of the primary defence lines the backpacker sector has against the high Australian dollar is the Working Holiday Visa (WHV), which can really make the difference in a visitor’s decision to come here and how long they stay, » Ms Mariani told delegates.
« Backpackers are definitely finding Australia increasingly expensive, but the research found that, overall, people were not altering their length of stay significantly because of the strong dollar. »
Ms Mariani said it was vital the Government supported the backpacker sector that contributes $3.1 billion to the economy each year, by providing competitive visa arrangements.
« The survey clearly shows backpackers want to come here, they want to come back and they need to work while they’re here, so the WHV must be flexible enough to allow these visitors to make Australia their preferred working holiday destination.
« The current reviews underway by the Federal Government to streamline the visa process and the decision in the Budget to hold the relevant fees associated with visitor and education visas are all very positive steps, however, we need continued flexibility and innovation in this area if we are to stay ahead of the competition, » she said.