Tourism is a relatively new sector for Timor-Leste. In 2018, the total number of tourist arrivals was less than 11,000. Australia is currently the main source market, yet Timor-Leste has not fully realised its potential. A lack of understanding of how Australians travel — particularly to remote Asia-Pacific destinations — limits how effectively Timor-Leste can promote itself.
To address this, the Market Development Facility (MDF) commissioned a tourism market analysis focused on the Australian market, covering who is most likely to visit, their interests, and how best to reach them.
Current Australian Visitor Profile
- Darwin is the largest source market, accounting for 25% of Australian holidaymakers
- Darwin visitors most commonly plan beach activities
- Melbourne visitors rank cultural experiences as their top priority
- Visitors who came to dive were strong advocates: 97% would recommend Timor-Leste to friends and family (TAF’s 2018 Survey of Travellers to Timor-Leste)
Target Audience: “Timor-Leste Intenders”
The report defines a custom audience segment — “Timor-Leste intenders” — created by matching respondents from a Prospective Visitor Survey (February 2020) to RDA’s geoTribes socioeconomic segments. This segment combines the Crusaders and Independents geoTribes profiles.
| Characteristic | Detail |
|---|---|
| Age group | 25–34 |
| Life stage | Singles or couples |
| Career | Young professionals, career-oriented |
| Media habits | Heavy internet and social media users |
| Mass media | Less likely to be attracted |
An estimated 1.61 million Australians would like to visit Timor-Leste.
Australian Trade Partner Research
Interviews were held with more than 20 travel agents and operators in Australia. Key findings:
- Almost all were keen to learn more about and promote Timor-Leste
- The primary barrier to promotion is a lack of information and product knowledge
- All trade partners expressed interest in trade familiarisation opportunities, especially those who had never visited
Australian Perceptions of Timor-Leste
When asked, Australians described Timor-Leste using words such as:
“Uncrowded, beautiful people, stunning scenery, interesting local culture, and a new exciting, not very touristy destination.”
Returning tourists frequently reported being “very surprised” by how beautiful the country is and how welcoming the people and culture are.
Key Selling Points
- Amazing diversity of stunning scenery
- Pristine marine life
- Untouched and authentic experiences
- Interesting history
- An “off the beaten track” destination that feels genuinely new
Key Findings from the Analysis
- 1.61 million Australians would like to visit Timor-Leste
- Australian agents who have not sold Timor-Leste generally have no product knowledge
- A trade-ready programme is vital to develop local industry skills and Australian-facing products
- Perceived dangers of war and unrest remain a concern for a small but significant proportion of potential visitors
- Social media and digital marketing should focus on exciting, educating, and engaging content for the intender segment
Next Steps and Post-COVID Recovery
MDF presented the findings to tourism sector stakeholders to give Timorese businesses a clearer picture of what Australian tourists want and how to influence their decision-making.
A working group comprising industry representatives and the Government of Timor-Leste will partner with Australian counterparts to implement marketing activities focused on trade relationships. Priority actions include:
- Growing local industry trade contacts
- Capacity building in preparation for mainstream marketing
- Launching marketing actions as travel restrictions ease post-COVID
A summary of the findings is available on MDF’s website.
About Market Development Facility
Market Development Facility (MDF) is an Australian Government-funded multi-country initiative promoting sustainable economic development through higher incomes for women and men in partner countries. It is implemented by Palladium in partnership with Swisscontact.
MDF’s two priority sectors in Timor-Leste are agriculture and tourism. Tourism partners include dive operators, the hotel owners association, tour operators, and the Ministry of Tourism.
Year: 2020