Cultural tourism booming for Australia travel market in 2023

New data from Agoda has revealed that travellers coming to Australia are doing so for more meaningful reasons than the beach and sun.

According to Agoda’s 2023 Travel Goals Survey, Australia’s top visitors are from Japan and Singapore, who rank cultural experiences as their number one priority.

With cultural tourism contributing $28.4 billion dollars to the nation’s economy, more visitors, particularly from Asia, are coming to learn, discover and immerse themselves in Australia’s authentic attractions.

“We are witnessing a wave of travellers coming to Australia fascinated by our First Nations culture, contemporary art and the burgeoning Aussie food scene,” director (Oceania), Agoda, Zsuzsanna Janos, said.

“Australia has so much more to offer beyond just sun and sand.”

A global interest in Australia’s First Nation culture – one of the oldest in the world – fuels this growing travel segment. From traditional communities and tours to the discovery of “bush foods”, visitors to Australia are increasingly connecting with indigenous art and practises.

“Visitors coming to Australia are seeking cultural experiences that connect them at a deeper level with what makes the country special,” Janos, said.

Spanning traditional Aboriginal art to contemporary works, Australia’s rich tapestry of visual arts promises visitors cultural heritage and modern identity experiences.

Australia has also gained international recognition among Asian inbound tourists for its thriving café culture.

“We are witnessing international travellers bundling cultural experiences with their flight and accommodation bookings as they seek ways to create their own unique journeys,” Janos, said.

Agoda offers a plethora of deals on its platform to help travellers enjoy a seamless, hassle-free, and budget-friendly travel experience.

Travellers can also enjoy extra discounts available when accommodation and flights to Australia are booked together on Agoda.

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Agoda cultural tourism Zsuzsanna Janos