Find opportunities

If you’re a tourism operator this information will help you better understand the needs of this diverse market. It can help support more informed planning and marketing decisions. These profiles are not mutually exclusive and there will be crossover of visitors who fit into multiple categories. As such, visitor numbers and spend will be well above the 2019 totals.

Two types of profiles

The 22 profiles below are divided into 2 parts based on:

  • target markets
  • destinations.

Target market profiles

Twelve profiles that describe who visitors are and what they want to do. Use these if you know your target market and want to better understand their travel preferences.

Destination profiles

Ten profiles based around popular visitor activities or destinations. Use these if you want to understand what your new target market could be, based on what activities your destination currently offers.

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