Latest Arrival Figures – April 2010
• Arrival figures for YE April 2010 show Italian visitors are down by 6 per cent compared to the same
period in 2009, whilst total European arrivals (incl. Russia) are up by 1 per cent.
• For the four months to April 2010, Italian arrivals were up 4 per cent whilst overall European arrivals
were up 1 per cent for the same period.
Source: Australian Bureau of Statistics, Overseas Arrivals and Departures
Italian Holiday Market for Australia
• Australia’s seventh most important international holiday market in terms of average spend per
– On average, Italian holiday visitors spend AUD$6,308 on their trip to Australia. The average
spend of all inbound holiday visitors to Australia is AUD$3,853.
• Australia’s eleventh most important international holiday market in terms of average duration of
– On average, Italian visitors spend 41 nights in Australia, well over the total average of 26 nights
for all inbound holiday visitors to Australia.
• Australia’s sixteenth most important holiday international market in terms of visitor numbers.
– There were 30,048 Italian holiday visitors to Australia in the year ended March 2010.
• Australia’s twenty-first most important international leisure market in terms of dispersal.
– 43% of Italian visitor holiday nights are spent outside Sydney/ Brisbane/ Melbourne/ Perth. This
is the same as the average for all inbound holiday visitors to Australia (43%).
• 23% of Italian holiday visitors are repeat visitors to Australia, below the total inbound repeat rate of
N.B: All above figures relate to the period year ended March 2010.
Source: Tourism Research Australia, International Visitors Survey
Italian Arrivals by age
• The 15-29 year old segment is the biggest age segment of the Italian market, representing 25%
of total arrivals from the market in year ended March 2010.
• All age segments in the Italian market experienced declines in the year ended March 2010. The
age segments that experienced the smallest declines were the 40-49 year olds and the 30-39
year olds (down 3% and 5% respectively).
Source: International Visitor Survey
4 Base: Visitors 15 and over
Visitors to Australia by purpose of visit
• The leisure segment (Holiday + VFR) is the biggest segment of the Italian market, representing a
combined total of 61% of Italian arrivals in year ended March 2010.
• The VFR (Visiting Friends and Relatives) segment as well as the Education segment are the only
two segments to have grown for the year ended March 2010 relative to March 2009 (up by 17%
and 24% respectively).
Source: International Visitor Survey
5 Base: Visitors 15 and over
Italian Visits by Australian State
• New South Wales, Queensland and Victoria are the 3 most visited Australian states for the Italian
• Tasmania saw the biggest increases in Italian visitors (up by 169%) for the year ended March 2010
relative to March 2009, although from a very small base. Victoria, the Northern Territory and Canberra
also had minor increases.
Working Holiday Maker Visas
• In the European markets, the Working Holiday Maker programme has gained in popularity and application
grants have increased across most markets.
• In Italy, 5,137 WHM visas were granted between July 2009 and May 2010, representing an 18% increase
on the same period of the previous year. There was a total of 4,635 WHM visas issued in the 2008/09 year
Source: Department of Immigration and Citizenship
Forecast of Italian Visitors to Australia
Total Visitors Average Total nights TIEV total TIEV per
('000) nights (million) ($ million) visitor ($)
2007 54 3.7 37.8 2.0 $307m $5,730
2008 59 9.5 43.0 2.5 $382m $6,504
2009 (F) 54 -8.5 44.4 2.4 $361m $6,722
2010 (F) 61 5.1 41.8 2.5 $393m $6,440
Source: Tourism Forecast Report, Tourism Forecasting Committee December 2009