Swot Analysis For Australian Tourism

Tourism is one of the world’s major profitable economic activities. Tourism ranks among the top five export industries for 83% of countries and is one of the largest industries worldwide accounting for 10% of the world GDP. For many countries the tourism is the main source of income and employment. Australia is not one of these countries but tourism is still an important component of the Australian economy nonetheless. In 2014/2015, tourism alone represented 3% of the Australian GDP. Some of the most popular Australian travel destinations are the coastal cities, such as Sydney, Melbourne and Brisbane.

The Australian wildlife is also another major attraction for many as the wildlife often is very unusual for tourists. In this report we are asked to assess whether the Australian tourist industry is building the right relationships with the right customers or not. I have chosen to focus on the youth in California, to answer the question. The reason behind my choice of segment is first of all because I find the Californian youth to be very globalized and interested in other cultures and countries. I secondly wanted to examine if I was right about my

The SWOT analysis helped me identify the following segments; the youth segment, the family holiday segment, the backpacking segment and the culture-interested segment. I will refer to appendix 1 if you are interested in a more detailed explanation of the demographics, geographics and psychographics of these segments. I have chosen to focus on the youth and the backpacking segment and I haven chosen this because I found these segments to be the segments with the biggest potential in growth and profitability. I will now go into depth with an analysis of the demographics, geographics, psychographics and targeting of the two chosen segments. I will then continue with a positioning of the youth