Australia has proved it’s still got the goods today, ranking sixth on Lonely Planet’s Top 10 Countries list.
Now in its 11th year, the Lonely Planet’s Best In Travel 2016 book compiles the best trends, destinations, journeys and experiences for the upcoming year, and making the cut marks a huge opportunity for Aussie marketing.
“Australia’s challenge has never been getting onto people’s travel wish lists, but more around translating our destination’s strong appeal into more actual visits,” Tourism Australia’s managing director John O’Sullivan said.
“A key focus of our marketing this year has been around the promotion of our Indigenous tourism story, so it’s really pleasing to see this called out as one of our unique selling points and competitive strengths.”
Lonely Planet was also a big fan of Australia’s value for money, and with the shaky Aussie dollar travel down under is booming.
Some 6.9 million international visitors travelled to Australia in 2014, up 7.6% from 2013 figures, and marketing plugs like Restaurant Australia have helped bring the numbers up.
“I think we’ve shown with Restaurant Australia, that if you identity an opportunity and really go hard, you can deliver impressive results,” O’Sullivan said.
“As acknowledged by the Lonely Planet team, there’s probably never been a better time to visit Australia, with international visitors from most of our key markets benefitting by having more tourism dollars in their pockets to spend when they get here.”
O’Sullivan added it was the icing on the cake to see a number of other Aussie hot spots continue the trend of being in the top 10, including Tasmania listed in the Top 10 Regions for 2015 and Adelaide making the Top 10 Cities list for 2014.
Lonely Planet’s Top 10 countries for 2016