AusLeisure

Leading market research company Roy Morgan has been appointed by Austrade to provide it with domestic tourism intelligence and research from 2025.

The appointment will see Roy Morgan provide Austrade with best practice survey methodology, big data integration and modelling techniques to deliver accurate domestic tourism statistics. 

Collected and distributed via Roy Morgan’s Single Source program, the tourism metrics will be actionable for media agencies and publishers and connected with deeper profiling insights such as Helix Personas.

In practice, Roy Morgan will move Austrade and its stakeholders to the forefront of tourism intelligence with a new platform that will drive the future of Australia’s tourism industry, estimated to be worth in excess of $160 billion.

Advising that the link will allow more targeted and effective marketing campaigns, Roy Morgan’s Head of Client Services, Portia Morgan sated “using face-to-face interviewing, which is the gold-standard for surveying the population, enhanced with big data and cutting-edge data science techniques, Roy Morgan will be delivering a future-proofed system that will be cost effective, reliable, and accurate.

“Roy Morgan has been delivering survey-based tourism insights via our Holiday Tracking Survey for 20+ years.

“We are thrilled to be working with Austrade and the broader industry to provide a deeper understanding of how many people are travelling, where they go, what they do and how they spend their valuable tourism dollars.”

Advising that the link will allow more targeted and effective marketing campaigns, Roy Morgan’s Head of Client Services, Portia Morgan sated “using face-to-face interviewing, which is the gold-standard for surveying the population, enhanced with big data and cutting-edge data science techniques, Roy Morgan will be delivering a future-proofed system that will be cost effective, reliable, and accurate

“Roy Morgan has been delivering survey-based tourism insights via our Holiday Tracking Survey for 20+ years.

“We are thrilled to be working with Austrade and the broader industry to provide a deeper understanding of how many people are travelling, where they go, what they do and how they spend their valuable tourism dollars.”

Image credit: Tourism Sunshine Coast.

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