Tourism in Australia - etude de marche

This is the first publication of IBISWorld's Tourism in Australia report.

This report from IBISWorld provides a detailed analysis of the Tourism industry in Australia, including key growth trends, the competitive environment and the key issues facing the industry.

Industry Definition
Tourism is the business of providing services to international and domestic visitors (whether on day or overnight trips). "Tourism" is defined broadly in the international standards to include visitors whose primary travel purpose includes business, convention/conference travel, are on government business, as well as the more familiar tourism for leisure/holiday and to visit friends and relatives. This service based industry comprises of a number of tangible and intangible components. The tangible elements include transport, food and beverages, tours, souvenirs and accommodation, while the intangible elements involve education, culture, adventure or simply escape and relaxation. The Australian Bureau of Statistics also defines the tourism industry in terms of expenditure by visitors, as follows: The directly related (or Tourism Characteristic Industries) are: air and water transport, accommodation, cafes, and restaurants and food outlets, travel agency and tour-operated services, motor vehicle hiring and taxi transport. The indirectly related (or Tourism Connected Industries) are: clubs, pubs, taverns and bars, other road transport, rail transport, food manufacturing, beverage manufacturing, transport equipment manufacturing, other manufacturing, automotive fuel retailing, other retail trade, casinos and other gambling services, libraries, museums and arts, other entertainment services, education and ownership of dwellings. In this report, IBISWorld largely focuses on the Tourism Characteristic Industries.

The Key Statistics chapter provides the key indicators for the industry for at least the last three years. The statistics included are industry revenue, industry gross product, employment, establishments, exports, imports, domestic demand and total wages.

The Market Characteristics chapter covers the following: Market Size, Linkages, Demand Determinants, Domestic and International Markets, Basis of Competition and Life Cycle. The Market Size section gives the size of the domestic market as well as the size of the export market. The Linkages section lists the industry's major supplier and major customer industries. The Demand Determinants section lists the key factors which are likely to cause demand to rise or fall. The Domestic and International Markets section defines the market for the products and services of the industry. This section provides the size of the domestic market and the proportion accounted for by imports and exports and trends in the levels of imports and exports. The Basis of Competition section outlines the key types of competition between firms within the industry as well as highlighting competition from substitute products in alternative industries. The Life Cycle section provides an analysis of which stage of development the industry is at.

The Segmentation chapter covers the following: Products and Service Segmentation, Major Market Segments, Industry Concentration and Geographic Spread. The Products and Service Segmentation section details the key products and/or services provided by this industry, highlighting the most important where possible to demonstrate which have a more significant influence over industry results as a whole. The Major Market Segments section details the key client industries and/or groups as well as giving an indication as to which of these are the most important to the industry. The Industry Concentration section provides an indicator of how much industry revenue is accounted for by the top four players. The Geographic Spread section provides a guide to the regional share of industry revenue/gross product.

The Industry Conditions chapter covers the following: Barriers to Entry, Taxation, Industry Assistance, Regulation and Deregulation, Cost Structure, Capital and Labor Intensity, Technology and Systems, Industry Volatility and Globalization. The Barriers to Entry section outlines factors that can prevent a new company from entering this industry and also gives an indication of the extent to which this occurs. The Taxation section details all kinds of taxation that are specific or are particularly important to this industry, including taxation concessions. The Industry Assistance section refers to any government and/or other measures designed to improve the performance of this industry. The Regulation and Deregulation section details any applicable regulation and/or deregulation to this industry. The Cost Structure section details the average costs for a company operating in this industry as a percentage of total revenue. The Capital and Labor Intensity section provides a guide to the amount of capital used in production/providing a service compared to the amount of labor in the total mix of inputs. The Technology and Systems section acknowledges the latest technology and/or systems available to this industry within the country. Technology refers to machinery and equipment and systems refers to methods of production that enable better and more efficient production. The Industry Volatility section refers to the year on year fluctuations which occur in industry output. The Globalization section gives an indication of the extent to which the industry is global based on factors such as the level of foreign ownership, the proportion of demand accounted for by foreign operators and the volume of production conducted in other countries.

The Performance chapter provides an analysis of both the industry's Current Performance and Historical Performance. The Current Performance section provides the key analysis for the industry over the past five years with key performance indicators discussed. The Historical Performance section details previously important events in the development of the industry.

The Key Competitors chapter lists the major players in the industry as well as an analysis of each major player's activities in the industry. Market share information is included where possible.

The Key Factors chapter covers the industry's Key Sensitivities and Key Success Factors. The Key Sensitivities section outlines the key factors that are outside the control of an operator in the industry, but are likely to have significant impact on a business. The Key Success Factors section details the factors within the control of an industry operator and which should be followed in order to be successful in the industry. Often this will include behavior that will help to minimize the effects of the Key Sensitivities.

The Outlook chapter is a key analysis section of the report and outlines expectations for the key industry indicators over the next five year period, including forecasts.