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To visit the UK, Australian visitors do not need a visa unless staying for over 6 months; this means visitors will not have to go through an extended amount of time to organise a visa beforehand, making the booking process quick and easy (Smart Traveller, 2023).

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The exchange rate for Australia's local economy to the UK is 1 AUD = 0.5335 GBP, this rate could deter visitors from travelling to the UK because of the discrepancy. This rate has decreased massivly during 2023 because of the UK's current recession economic impacts (Currency, 2023). An average yearly salary in Australia is 90,800 AUD, this equivalent's too 48,436 GBP which is nearly double the UK's average indicating that residents should have suitable disposable income to visit the UK (Time Doctor, [n.d]).

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Demographics categorize individuals by certain characteristics which are beneficial for tourism businesses in decision processes (Indeed, 2023).

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2017 was the most popular year for Australian visitors to travel to the UK with an annual visit of 1,120,00, this decreased in 2018 yet increased again in 2019 to 1,063,000 visitors (Visit Britain, 2019).

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The Visit Britain market profile highlights that 55% of the UK's 2019 annual Australian visitors are men and 45% are women. The gender ratio also tells us that the main purpose of travel for men is for business and for women is study purposes (Visit Britain, 2021, p.24).

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Australian's most popular travel companions during 2017 was their spouse/partner at 43% and the most common age group to visit the UK is 55-64, this could be due to the fact that couples are reaching a time in their life where their children are grown up and they want to explore the world as a couple.

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Visitors origin show that New South Wales hold the most inbound tourists to the UK at 31% of all annual visitors during 2019, this may be because this state holds the highest population in Australia of 8.13 million (Statista, 2023).

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Decision lead-time for Australians booking a trip to the UK conclude of thinking of a trip, deciding a destination, looking at options and prices and actually booking the trip. 6 months prior to the trip, 70% of Australians start to think about the trip, 59% decide on a destination, 50% then start to look at options and prices and 38% then physically book the trip (Visit Britain, 2021, p.57). These statistics indicate that Australian visitors have longer booking and planning decision times than the average global market.

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Marketing strategies are put in place for Australian visitors that will impact their tourist decisions. Australian's most popular way of discovering new brands is through television ad's, as an average watch time of TV is roughly 70 hours per month (Visit Britain, 2021, p.61). This is then followed by search engines, word of mouth recommendations, brand/product websites, social media ads and more; this higlights that Australians will be impacted by marketing strategies on all types of platforms.

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The marketing mix is "the combination of marketing activities it uses in order to promote a particular product or service" proposed by E Jerome McCarthy (1960)   (Collins, [n.d]). When Australian visitors are booking a trip to the UK, they will be using the marketing mix in order to make sure they are recieving the best experiences.

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As technologies evolve, many high street tourism operators are becoming replaced by the internet, such as the death of Thomas Cook in 2019 due to it's competitors providing a new generation of online travel services which consumers preffered. (Brokerage, 2020). Technology now provides a better tourism experience for consumers because of how efficient it is, it can improve services such as reducing costs, enhance communication and guest service systems, and consumers can access anything from the comfort of their own home (Entre, 2018).

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89% of Australia's population uses the internet with an average use of 6 hours per day for users age 16-64 (Visit Britain, 2021, p.63). Social media has been around for nearly 20 years and continues to grow as technologies develop, with 80% of Australian's using social media platforms such as YouTube, Facebook, Instagram, Twitter and TikTok (Visit Britain, 2021, p.59). The effects of Covid-19 made social media rise in popularity with a 10.5% increase of usage from 2019 to 2020 (Synder, 2023). Mintel's study showed that one in five people are being influenced by people online, this shows that social media can have an effect on tourism decision making processes (McGrath, 2022).

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Australian tourists will face impacts which can effect tourist decision making processes; micro impacts are on a small scale in the hands of a business's serve to its customers and macro impacts are on a large scale of external factors which are not in the business's control (Examrace, [n.d]).

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Australians are entitled to 4 weeks of paid annual leave every year, according to Visit Britain (2021, p.16) an average length of stay within the UK is 13 nights; therefore Australians physically do have the leisure time available to visit the UK.

There is a high complex aviation market in Australia to the UK, air transport is the most popular method however one in ten will travel through the tunnel (Visit Britain, 2021, p.66). There are 4 main gateaway hubs for the route between Australia and the UK: South East Asia, North East Asia, Middle East India/Africa, and America which provide 117 different routes which account for 348,866 seats available per week (Visit Britain, 2021, p.66). Accessibility to travel infrastructure is easy due to all the routes available, meaning Australians can enjoy an effortless journey to the UK.

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During 2019, the UK recieved 1.06 million visits from Australia with 31% of those visitors staying in the famous city of London (Visit Britain, 2019). The main purpose of travel include 45% for seeing families and friends, 42% for a holiday, and 6% for business, however all purposes all share some of the same experiences.

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Britain is considered the best destination for Australians due to the good value for money, chances to explore, and providing a fun trip; this originates from the perceptions of the UK which include culture, sports, city life and historical famous sites (Visit Britain, 2021, p.40). The top 5 activities for Australians to do when visiting the UK include dining in resturants, shopping, visiting a pub, sightseeing, and socialising with locals (Visit Britain, 2021, p.30). As London is the most popular destination of stay for Australians, the city provides places where these activites can take place, such as: Oxford Street shopping, Camden Market, The London Eye, The Shard and many more.

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"Maslow's hierarchy of needs is a motivational theory in psychology", the theory explains how individuals become satisfied with basic needs and then become motivated to develop higher needs; this theory can link to Australian visitors and their motivations to travel to the UK (Mcleod, 2023). Australians have a perception that visiting Britain will be "educational, fascinating and exciting" which corresponds to the top end of Maslows theory of self actualization and esteem, visitors will become satisfied and have a fullfilling holiday as the UK already provides adequate facilities and a safe environment for basic needs (Visit Britain).

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Taking a vacation is known to improve mental and physical health, boost happiness, and decrease stress, these emotional influences all play a role on tourist behaviours (Isham, 2021). 64% of Australians browse for and book holidays during work hours, indicating that visitors are in need of a break from their working lives (Visit Britain, 2021, p. 50). This links to Walters & Li's (2017) theory suggesting that emotions play a significant influence on tourists behaviours throughout the tourism journey, including the booking process.

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Typologies involve "the study of various tourists" through common characteristics which can help understand consumer behaviour (Ramjit, 2016, p.3).

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Plog's 1974 tourism typology theory explains that there are two types of tourists: allocentric tourists who seek new experiences which are adventurous in nature, and psychocentric tourists who seek familiarity in locations similar to their home (Horwood, 2014). Australia has many similarities to the UK such as the language, culture, and cuisines therefore some visitors may be psychocentric tourists because of these similarities. 45% of Australian's visited the UK during 2019 for the purpose of visiting friends and family, this also relates to psychocentric tourists due to the feeling of a familiar home environment (Visit Britain, 2021 p.52).

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Gnoth & Deans (2012) tourism experience model explains how tourists connect their relationship between activities and the destination; this then provides an overall experience for the tourist.

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84% of Australian's feel very welcomed when visitin Britain, which provides a positive perception of the UK, 85% are also likely to recommend the UK as a holiday destination; these statistics indicate that visitors feel safe on their journey (Visit Britain, 2021, p.37). The Equality Act (2010) ensure's that everyone is protected and is allowed freedom of travel throughout Britain dispate disabilities, genders, ethnicities, race and more; this again provides safety for Australian visitors so they feel invited to the UK. Since the spoken language is English within both countries, it gives Australian visitors a sense of ease when travelling; this may be why the UK is a popular destination due to there not being a language barrier which could cause stress.

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The UK provides tangible and intangible experiences for Australian visitors which they desire. Intangible products that are likely to be used as a visiting motivator can include driving through the countryside, a tour through the English chanels on a canal boat, a traditional afternoon tea, or visiting culture/heritage sites (Visit Britain, 2021, p.40). Where as some tangible products may include trying market foods and staying in different accomodations around the country.

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Cohen's (1972) typology theory divides tourists into 4 categories, Australian visitors are likely to fit into the category of the individual mass tourist due to being shielded by an environmental bubble because of the feeling of safety and familiarity. However, some visitors could fall into the explorer category especially those who are travelling for visiting friends and family as they won't rely on the tourism industry as much.

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Visit Britain (2021) also state that Australians enjoy visiting the UK due to the nostalgic feeling they experience as there could be potential links to their family history; this introduces a strong emotional link between Australians and the UK.

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Fyall's (et al., 2013) theory discusses that consumer decision making processes are influenced by multiple factors as shown in the graph above; this theory can link to Australian visitors due to the reasons why they are influenced to visit the UK. For example Australians visiting relatives in the UK are allowed an opportunity to learn about their family heritage, the perceptions of the UK involve culture and heritage landmarks which can be explored, motivators to travel to the UK can include socio-economic influencers such as going shopping or dining in resturants, and group settings can influence Australians to visit as 75% travel with either family, friends, part of a group, and their partners.

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Since the Brundtland Report (1987) sustainability has risen in popularity and is now one of the main factors for tourists decision making processes with a 103% increase of travellers suggesting they want to travel more sustainably in 2020 (Visit Britain, 2021, p.51). An average air travel time from Australia to the UK is 18 hours and 31 minutes which is equivalent to 3153 kg of carbon footprint per person (Finance, [n.d]) (Statista, 2022). Therefore Australian visitors may rethink their trip to the UK due to the amount of greenhouse gases that are preduced on their flight which contributes to the Earth's climate and global warming, meaning visitors are not being sustainable.

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A tourist is someone who travels to another destination for certain interests and pleasures; this can include same-day visits or overnight visits (UNWTO, 2008). Tourism began in the 17th century by young nobles providing an educational trip across Europe which was known as The Grand Tour (Rodriguez, 2020). This created a new travel and tourism market by introducing travel agencies and technology due to the widespread of tourism; now leading to tourism being one of the largest industries in the world as of 2019 (World Travel & Tourism Council, 2021, p.3).

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This blog profiles how Australian tourists are influenced to visit the UK. Citizens of Australia are inbound tourists as they are travelling to a new country that is not their own, and this provides economic benefits for the UK (Rehman, 2021).

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An average visitor spend within the UK from Australian's during 2019 was £1104, since their average length of stay is 13 nights this is equivalent to £84 a day. During 2020, Australia was ranked 13th in the world for the largest economy, showing that the country has a "highly developed mixed economy".

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Australia still acknowledges print media such as newspapers and magazines with 88% of Australians aged 14+ to read content monthly. Holiday promotion to the UK will be easily accessible through print media, broadcast media, social media and the internet as they are all used throughout Australia.

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The UK is easily accessible to Australian visitors through air transport as already stated. The UK is an appealing destination because there are many cities and towns to explore, Australians are more likely to visit Scotland, Wales and Edinburgh than other travellers. London is the most popular destination as it provides many wish-list activities, however many visitors are likely to travel round the coastal and rural areas of the UK (Visit Britain, 2021, p.19).