Consumer insights company Roy Morgan will provide Austrade with survey methodology, data integration and modelling techniques to deliver domestic tourism statistics from 2025.

Collected and distributed via Roy Morgan’s Single Source program, the tourism metrics will be actionable for media agencies and publishers and connected with deeper profiling insights such as Helix Personas.

Roy Morgan’s Head of Client Services, Portia Morgan, said the deal will allow more targeted and effective marketing campaigns.

“Using face-to-face interviewing, which is the gold-standard for surveying the population, enhanced with big data and cutting-edge data science techniques, Roy Morgan will be delivering a future-proofed system that will be cost effective, reliable, and accurate,” Ms Morgan said.

“Roy Morgan has been delivering survey-based tourism insights via our Holiday Tracking Survey for 20+ years.

“We are thrilled to be working with Austrade and the broader industry to provide a deeper understanding of how many people are travelling, where they go, what they do and how they spend their valuable tourism dollars.”