A data profile of the people who buy, follow and care about Thailand in Australia — modelled from more than twelve digital signal sources. Thailand has an estimated audience of 2,625,996 people in Australia.
The average Thailand fan in Australia is 42.2 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Bangkok, 7-Eleven, Webjet, with strongest over-indexing on Bangkok (4.46× the country average).
Demographically, the Thailand audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Travelling, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Thailand fan in Australia is balanced, around 42.2 years old, with strong Travelling tendencies and a notable affinity for Bangkok.
The key figures that characterise the Thailand profile in Australia.
55.0% are female, 45.0% are male, average age 42.2.
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 42.2 |
| Estimated audience size | 2,625,996 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Thailand audience comes from Australia.
| Country | Share |
|---|---|
| China | 15.2% |
| United States | 8.7% |
| Thailand | 6.0% |
Where the Thailand audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Western Australia | ~400K | 1.25× | |
| 02 | Australian Capital Territory | ~60K | 1.08× | |
| 03 | Victoria | ~800K | 1.04× | |
| 04 | Queensland | ~600K | 0.98× | |
| 05 | New South Wales | ~900K | 0.97× | |
| 06 | Northern Territory | ~20K | 0.97× | |
| 07 | South Australia | ~200K | 0.88× | |
| 08 | Tasmania | ~50K | 0.84× |
The strongest cross-interests of the Thailand audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chiang Mai | Travel & Leisure | 5.99× | ||
| 02 | Central Thailand | Travel & Leisure | 5.56× | ||
| 03 | Pattaya | Travel & Leisure | 5.43× | ||
| 04 | Ko Samui | Travel & Leisure | 5.38× | ||
| 05 | Laos | Travel & Leisure | 4.58× | ||
| 06 | Phuket Province | Travel & Leisure | 4.47× | ||
| 07 | Bangkok | Travel & Leisure | 4.46× | ||
| 08 | Thai language | Politics & Society | 3.19× | ||
| 09 | Cambodia | Travel & Leisure | 3.17× | ||
| 10 | Korean hip hop | Music & Radio | 2.72× | ||
| 11 | Vietnam | Travel & Leisure | 2.64× | ||
| 12 | China | Travel & Leisure | 1.89× | ||
| 13 | Southeast Asia | Travel & Leisure | 1.81× | ||
| 14 | South Korea | Travel & Leisure | 1.80× | ||
| 15 | 7-Eleven | Shopping | 1.78× | ||
| 16 | Singapore Airlines | Travel & Leisure | 1.77× | ||
| 17 | KPop Demon Hunters | Movies & TV | 1.68× | ||
| 18 | Webjet | Travel & Leisure | 1.64× | ||
| 19 | Internet & Social Media | 1.53× | |||
| 20 | Japan | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.39× | |
| Quality Awareness | PREMIUM | 1.20× | |
| Luxury Orientation | PREMIUM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.94× | |
| Sustainability | BALANCE | 0.97× | |
| Creativity | OPEN | 1.01× |
Thailand has an estimated audience of 2,625,996 people in Australia, concentrated in New South Wales and Victoria.
55.0% of Thailand fans are female, 45.0% are male, with an average age of 42.2 years.
Thailand fans show strongest brand affinity for Bangkok (4.46×), 7-Eleven (1.78×), and Webjet (1.64×) over the country average.
Thailand fans in Australia are most concentrated in New South Wales (reach ~900K), Victoria (reach ~800K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Thailand itself, the audience over-indexes on 7-Eleven (1.78×), Webjet (1.64×), Central Thailand (5.56×), and Singapore Airlines (1.77×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Thailand. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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