Several international tourists sail into arts such as wineries, casinos or sports


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According to the new report, international art tourism has grown higher than the total international tourism in the last five years.

Several international tourists sail into arts such as wineries, casinos or sports

NGV Van Gogh, National Gallery of Victoria – Procurement of NGV Image

Today (November 19th), the Australian Art Council issued a new report on the state of international tourism, where art appears to be "better prepared for international tourists than basements, casinos or sports".

Titled International Tourism Art: Connecting Culture, this survey combines data from Tourism Research Australia (TRA) with additional resources.


She concluded that in the last five years international art tourism has grown higher than overall international tourism.

Tourist numbers of art increased by 47% between 2013 and 2017, higher than in international tourist numbers (37%).

Almost half (43%) of eight million international tourists to Australia in 2017 were engaged in art during their stay.

Australian Executive Director for Strategic Development and Advocacy Dr Wendy Were said research has underlined the power of art in shaping Australia's international perceptions.

"Art is a very powerful and powerful tool for building national identity and for exchanging Australian culture, story and perspective with the world," Were said.

"The research highlights the increasing opportunities for art to drive and support tourism, and that our artists increase their cooperation with the international tourist market."

The report found:

  • Visitors to Australia were more likely to deal with arts (43%) than to visit basements (13%), casinos (12%) or attend organized sports events (6%).
  • Visitors from Asia were the largest group of art tourists, representing almost half (48%) of all international artists who are engaged in art.
  • China is our biggest market in one country for art tourism. Almost 620 artistic tourists came to Australia from China in 2017.
  • Almost 830,000 international art tourists (one in four) are engaged in the first arts in Australia
  • The most popular activity for art tourists was the visit of museums and galleries (more than 2.5 million visitors in 2017).
  • More than a million international tourists participated in festivals, fairs and cultural events in 2017, and by 61% in 2013.
  • The five countries that represented the largest number of international art tourists in 2017 are China, the United Kingdom, the United States, New Zealand and Japan. The total number of artistic tourists from Asia, the Middle East, Oceania, Europe, North America and South America has been increasing since 2008.

International art tourism artists are also likely to travel outside the east coast and visit regional locations that reflect the demand for diverse and genuine cultural experiences

Badu Gili, Sydney Opera House. Artist Alick Tipoti. Credit Daniel Boud.

The report also profiled an art tournamentt:

  • ยท One in four tourist artists was between 25 and 34 years old (25%)
  • Tourists from art were mostly freelance passengers (50%).
  • more tourists were women (56%) than men (44%)
  • more than half of all international artists of tourists are returning visitors to Australia (52%).

However, it should be remembered that "art is an international language that goes beyond the borders" and that "the rising value of cultural tourism is recognized worldwide".

In a recent UNWTO survey, 90% of respondents recognized a particular place for cultural tourism in their tourism policy, 69% said that cultural tourism was "very important for tourism policy", and 84% that cultural tourism had a special place in its tourism marketing and promotion plans. The report finds that cultural tourism will remain one of the key tourist markets in the future.

To download the full report:

For more reading on this topic: The feeling of the influence of cultural tourism outside the giants

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