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A new report from Australia Council for the Arts found that visitors to Australia were more likely to go to an arts event or activity (43%) than to visit wineries (13%), casinos (12%) or organised sporting events (6%). 

Released today, the Australia Council's International Arts Tourism: Connecting Cultures report also shows that arts tourist numbers grew by 47% between 2013 and 2017, a higher growth rate than for international tourist numbers overall (37%). Visitors from Asia were the biggest group of arts tourists, representing almost half (48%) of all international tourists engaged with the arts.

The Australia Council report shows the important and growing role that art experiences play in international tourism to Australia, bringing together data from Tourism Research Australia (TRA), to show how the arts engage international visitors with the uniqueness, depth and diversity of Australian culture, support local economies and share Australian stories and perspectives with the world.

It highlights growing potential for the arts to drive and support tourism activity, and for artists to increase their engagement, showing:

• The arts are increasingly part of the itinerary for international visitors to Australia
• The popularity of arts activities such as visiting museums and galleries
• Strong growth in international visitors’ engagement with First Nations arts and culture and their attendance at festivals, fairs and cultural events
• The strength of arts tourism in regional Australia and the Asian tourist market.

Introducing the report, an Australia Council spokesperson advised “engaging international tourists with arts experiences while they are in Australia is a key channel for reaching global audiences and shaping perceptions of Australia.

“This research equips artists and arts organisations with valuable market intelligence about the behaviours and interests of international tourists.

“It builds the evidence base about the role of the arts in supporting economic activity, and the arts’ contribution to cultural exchange, soft power and our international reputation.”

The report also shows that international arts tourists are more likely to visit regional Australia than international tourists overall.

While large arts venues and major events in capital cities attract the largest numbers of international tourists, there is opportunity for a broad range of arts offerings across the country to attract tourists seeking diverse and authentic experiences.

Arts tourists are more likely to travel outside capital cities (42%) than overall tourists (34%). This trend is growing - since 2013 there has been a 41% increase in international arts tourists visiting regional areas, while total international tourists visiting regional areas increased by 37%.

The many rich arts offerings in regional areas may be helping to drive regional tourism among international visitors.

Click here to access the Australia Council's International Arts Tourism: Connecting Cultures report.

Images: Boorna Waanginy at the Perth Festival (top, courtesy of Toni_Wilkinson) and Phlegm & Hense for PUBLIC Silo Trail. Northam, 2015. Photograph by Bewley Shaylor (below, courtesy of FORM).

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