Tourism & Experiences
The shape tilts toward Brand & Positioning (63.3) and away from Data & Tracking (51.3). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.
Dimension Breakdown
Bottom quartile. The bar is low. That means the opportunity to stand out is wide open.
Intrepid Travel at 75.1 vs Exceptional Kangaroo Island at 49.2. That gap is wider than the difference between some entire industries. The leaders in this vertical are playing a different game.
-0.9 versus the national average of 64.2. This is where the industry has invested. The question is whether it's investing enough everywhere else to capitalise on that strength.
Tourism marketing after the reset
Australian tourism went through the hardest reset any industry has experienced. COVID eliminated international visitors for two years and devastated domestic travel for months. The composite of 60.0 reflects a sector that has recovered operationally but is still rebuilding its marketing capability.
Acquisition at 61.6 with 30% weight is the recovery priority. International visitor numbers have returned to pre-COVID levels in most segments, but the competitive landscape has shifted. OTAs have consolidated power. Google has launched its own Things to Do product. Social media algorithms have changed. The operators who adapted their acquisition strategies during COVID are ahead of those who simply waited for borders to reopen.
Brand at 63.3 captures the Australian tourism advantage. The destination itself is the brand: the Great Barrier Reef, the Outback, Melbourne's laneways, the Barossa Valley. Experience operators who align their brand with these destination narratives and create authentic, uniquely Australian experiences attract premium pricing.
The retention challenge at 53.1 requires reframing. A tourist who snorkels the Reef once might not return, but they can become a marketing asset. Reviews on TripAdvisor and Google, social media content, referrals to friends, these are retention in a tourism context. The operators who systematically capture post-experience content and reviews build acquisition machines from their retention efforts.
Seasonality is the marketing constraint that shapes everything. Tourism operators need to fill capacity in peak season and survive the off-season. The ones using dynamic pricing, off-season packaging and targeted campaigns for shoulder season build more sustainable businesses than those who ride the peak-trough cycle.
Ranked 57th of 70. Bottom quartile. The blunt version: marketing in this vertical is an afterthought for most businesses. The opportunity version: any business that takes it seriously will have an open lane with very little competition for attention.
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Closest composite scores to Tourism & Experiences (60).
The bar in Tourism & Experiences is low. That's your advantage.
Most businesses in this vertical score below 60. A focused investment in Data & Tracking alone could move you ahead of the majority of your competitors. The opportunity exists because nobody else has taken it.
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Related industries, patterns and businesses in the Atlas.
Closest composite scores to Tourism & Experiences (60).