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International Cultural Tourism
According to Tourism Research Australia's 2012 International Visitor Survey just under half (48%) of all overseas visitors attended at least one cultural attraction while in Australia.
Of Australia's 2.8 million international cultural and heritage visitors in 2012, 58% reported visiting a museum or art gallery and 57% had visited historical/heritage buildings, sites or monuments. Only 9% of international cultural and heritage visitors reported visiting an Aboriginal site or community.
Visitors from Other Asia (i.e. Asia excluding China, Japan, Korea, Singapore and India) accounted for 17% of all international cultural and heritage visitors. New Zealand and the United Kingdom accounted for a further 13% and 12% of visitors respectively.
International cultural and heritage visitors spent $16,387m on trips to Australia in 2012. The average amount spent per trip was $5,956 compared with other international visitors who spent on average $3,779. It is likely that this higher spend was due to the longer average length of stay (47 nights compared with other international visitors who spent 26 nights on average).
Domestic Cultural Tourism
The National Visitor Survey reported that Australians aged 15 years and over took 173.9 million day trips in 2012, compared with 144.4 million in 2009. A day trip is a round trip distance of at least 50 kilometres, with the traveller being away from home for at least four hours, but not overnight. Routine travel such as commuting between work and home is excluded.
According to Tourism Research Australia, in 2012, 11.5 million domestic day trips were cultural and heritage day trips.
During 2012, Australians aged 15 years and over took 74.5 million overnight trips within Australia. Of these, 15% (11.3 million) were cultural and heritage visitors, who spent a collective 59.8 million nights at least 40 kilometres from home.
Visiting museums or art galleries was the most popular cultural activity for both domestic overnight visitors and day trippers with attendance of 46% and 38% respectively. Visits to historical/heritage buildings, sites or monuments attracted 29% of overnight visitors and 21% of day visitors.
According to Tourism Research Australia, domestic overnight cultural and heritage visitors spent $11,375m in 2012. The average amount spent per trip was $1,008 compared with those not participating in cultural and heritage activities, who spent on average $611 per trip.
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