TravelBI by Turismo de Portugal

Markets

Australia

Market Characterization for Portugal

In 2023, Australia positioned itself as the 17th tourist market for Portugal measured by the overnight stays indicator (share: 0.9%) and the 14th in terms of guests (1.1%). In that year, Australia recorded around 196.1 thousand guests (var.23/22: 124.7%) who generated 465.8 thousand overnight stays (var.23/22: +119.3%). It stands out as the 18th market in terms of tourist receipts with €200.0 million, 100.0% more than in 2022.

In terms of overnight stays, Greater Lisbon was the main destination for Australian tourists visiting Portugal (49.2%), followed by the North (22.5%) and the Algarve (15.2%). In terms of type, overnight stays in hotels predominated (54.3%), followed by local accommodation (33.1%) and apartment hotels (4.5%).

Portugal ranks 27th in total outbound air flows from the Australian market. Given the lack of direct flights, the main airlines were: Emirates Airline (share: 62.2%), Etihad Airways (5.4%), Lufthansa (5.2%), Tap Air Portugal (4.5%), Qatar Airways (4.5%), and others (18.2%). Most operations originate in the cities of Sydney (share: 37.6%), followed by Melbourne (27.1%), Brisbane (16.4%), Perth (2.4%), Adelaide (3.8%) and other cities (3.1%).

It should be noted that the Australian tourist has an average stay of 19.9 nights in Portugal (ForwardKeys); the majority buy airline tickets through indirect channels (share: 67.5%); and travel as a couple (45.6%).

According to SIBS data, Greater Lisbon will account for 51.1% of the 52.3 million euros in card purchases originating in Australia in 2023. The North comes in 2nd place with 20.7% of spending, followed by the Algarve (15.5%) and the West (3.2%).

2024 Position | Year-over-Year Change

Guests 0.2M 16º | 2.6%

Overnight stays 0.5M 18º | 1.0%

Tourism revenue 212.4M€ 20º | 1.4%

Market Profile

Change 24/23

27.2 M Population

2.1 %

66626.6 USD GDP per Capita

2.9 %

3.5 % Inflation Rate

-2.1 pp

23.1 % Savings Rate

0.0 pp

Australia is a country in Oceania with 26.64 million inhabitants in 2023 and the 13th largest economy in the world.

According to Globaldata, Australia was the world's 21st largest source market for tourists, generating 13.9 million trips and accounting for 1.1% of total global tourism demand. Around 28.5% of flows are concentrated on the European continent. The 4 main regions sending Australian tourists abroad were: New South Wales (share: 29.6%), Victoria (share: 24.7%), Queensland (share: 15.0%) and Western Australia (share: 11.2%).

In turn, 98.8% of trips abroad made by Australian tourists were by air and 1.2% by sea.

Perspectives

The IMF reveals that Australia's economy grew by 2.0% in 2023, due to the unfavorable international situation: the conflict in Ukraine, the war in the Middle East (Israel-Hamas) and rising costs for energy and other raw materials and intermediate goods. For 2024 and 2025, it expects growth of 1.2% and 2.1% respectively.

According to GlobalData, between 2024 and 2028, international departures by Australian tourists abroad are expected to grow at a CAGR of 5.9%, reaching 21.7 million departures in 2028. Spending by Australian tourists abroad is expected to increase at a CAGR of 10.0%. According to OAG Scheludes Analyser, the following air capacity from Australia to the main European destinations between April 1 and September 30, 2024 was evaluated: Italy: 130,000 seats (-2.7%), Greece: 70,000 (-14.9%), France: 65,000 (-23.6%), Spain: 45,000 (+2.1%) and Turkey: 20,000 (+7.2%).

Looking at the volume of capacity scheduled from Australia for this winter 2024-2025 (from October 1, 2024 to March 31, 2025), the following number of seats is estimated for the main European destinations: Spain: 295,000 seats (+25.7%), Italy 140,000 (+40.3%), Greece: 55,000 (+33.1%), France: 52,000 (+33.1%) and Turkey: 51,000 (+4.4%). Direct flights to Europe are from Paris, London and, recently, Istanbul, as well as Dubai, Doha and Singapore.

Google Destination Insights' share of accommodation searches reveals that (January-August 2024), the United Kingdom leads the European countries (share: 5.6%), followed by Italy (4.0%), France (2.9%), Greece (1.3%), Spain (1.3%) and Germany (0.8%). International air connectivity in Australia reached 90% of pre-pandemic levels between January and August.