Australia is one of the most desirable tourist destinations in the world. With its unique combination of natural wonders, vibrant culture, wide open spaces and friendly people, Australia is number one on the list of 'dream destinations' in many key markets. But where do international visitors come from, why do they come and what do they do when they get here?

The major source markets for Australia include New Zealand, United Kingdom, Japan, United States, Germany and Singapore. China is also becoming a key source market.

Where a traveller comes from will influence a number of factors including:

• The length of visit
• How much they spend, what they eat and what they buy
• What they do and the attractions they visit
• What destinations within Australia they visit
• The type of accommodation, touring, activities and attractions they prefer.

Motivating International Travellers
Travel choices and travel needs are influenced by many factors, including age, cultural background, previous travel experience and available holiday time. The primary motivation for planning a holiday will also affect a tourist's choice of destination. For example, an Asian honeymoon couple will have very different requirements from a German backpacker or an American family.

Experiences are increasingly important to international travellers and what compels and motivates people to travel varies from market to market. When planning a trip, travellers will generally select a destination that can provide the experiences they are looking for. These experiences are underpinned by specific tourism products. While the product itself is an important part of the overall tourism experience, it is generally not the primary reason for visiting a destination. As such, when targeting international visitors it is imperative to work cooperatively to promote your destination or region as a total package or experience.

Tourism Australia's Product Experience Research looks at interests and motivations for a number of key experiences and activities that are possible to enjoy whilst on holiday in Australia.

It is important that businesses learn how to develop products to attract and satisfy the needs of different international target markets - and segments within those markets. Research international markets to determine which sectors will match your product. Don't make the mistake of trying to appeal to all markets and all people as you may end up satisfying no one.