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Australia May 18, 2011 – A major tourism conference has been told that regardless of how strong the Aussie dollar is and competition from other destinations, Australia is still rated at the top of backpackers’ “bucket list”.

However, according to a new survey, it has discovered that Australia needs to improve the product being offered, and raise their standards of service.

Felicia Mariani, Australian Tourism Export Council (ATEC) Managing Director, said, “Australia remains a highly desirable place for the backpacker market, it’s a dream destination for those looking for excitement and adventure”.

However, Mariani added that they have to ensure is that, as a destination, Australia has to continually strive to offer competitive products and experiences with high quality service standards that will keep them ahead of the competition.

According to the survey of almost 1000 backpackers undertaken by ATEC and Tourism Australia and facilitated by internet cafe network Global Gossip, and as told by Ms Mariani to the ATEC Backpacker and Youth Industry Conference at Airlie Beach on Tuesday, the survey showed Australia was a key part of a multi-destination backpacker trip and is highly expected on their itinerary.

However, it found out that out-performing Australia in terms of meeting visitor expectations is New Zealand.

“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.”

Stereotypes on perceptions of Australia was discovered by the survey such as kangaroos, sunshine, beach and surf still resonated well as well as the ability to work here was important for almost 50 per cent of respondents.
 
Ms Mariani in her statement to delegates, “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 further explained that Australia had become increasingly expensive for backpackers. However, because of the strong dollar, people’s length of stay are not being altered significantly, as the research found.

According to Ms Mariani the Government should give full support to the backpacker sector for it had contributed $3.1 billion to the economy each year, by providing competitive Australia visa arrangements.

Ms Mariani added, “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.”

Ms Mariani said that though the federal government’ plan to streamline the Australian immigration visa process and its decision in the budget to hold the relevant fees associated with visitor and education visas are all very positive steps; however, there is still a need to continue flexibility and innovation in this area if Australia wants to remain ahead of the competition.

source:
news.smh.com.au