Industry backs Tourism Australia's new Asian marketing campaign

Tourism Australia has launched its new marketing drive in Asia, focusing on four key strategic projects.

Funded under the Australian Government's Asia Marketing Fund, worth up to $48.5million over the next four years, the initiative aims to generate greater visitation and economic returns from Australia's fastest growing tourism market, expected to deliver $19 billion in annualised tourism spending by the end of the decade.

Tourism Australia's Managing Director Andrew McEvoy explains "this new fund provides an unprecedented opportunity to further drive existing and new marketing initiatives in our fastest growing and most valuable inbound visitor markets."

The fund is in addition to Tourism Australia's total annual marketing effort that sees Australia competitively positioned in 18 markets overseas, including fast-growth countries like China, India, Indonesia and South America as well as traditional markets such as the United Kingdom, Europe, and the Americas.

The first year's funding of $8.5 million will be in addition to $37.5 million already allocated to Asia within Tourism Australia's marketing budget for 2012/13.

The first year of the new Fund will focus on four strategic projects:

• Accelerating Tourism Australia's existing China 2020 Geographic Strategy to target China's secondary cities, to include emerging cities of Qingdao, Chengdu and Chongqing;
• Strengthening its ongoing efforts to rebuild the Japanese inbound market;
• Increased aviation cooperative partnerships between Tourism Australia and airlines serving Australia from Asia; and
• New Tourism Research Australia (TRA) research, designed to help the industry better understand and engage with Asia.

McEvoy said visitor numbers from Asia had tripled since 1990 while spending by Asian visitors in Australia had grown by 64% since 2000.

Tourism Research Australia (TRA) is also receiving funding to conduct a series of research projects, aimed at better understanding Asian visitor satisfaction with Australia as well as measuring the impact of fund investment. The TRA will use part of this funding to share research and insights with industry, including through its website.

In line with its ongoing commitment to market Australia with 'one voice', Tourism Australia will seek to partner with third parties, including State and Territory Governments and private tourism enterprises to maximise the impact of the Asia Marketing Fund.

The Tourism & Transport Forum (TTF) is among a number of tourism bodies voicing support for the new initiative.

As TTF Chief Executive John Lee explains "this will mean greater promotion of the Australian brand and increased international arrivals, leading to further growth of Australia's $96 billion tourism industry.

"For some time, Tourism Australia has been asked to do more with less as it has responded to opportunities presented by growing Asian economies. This new funding will allow Australia to maximise the visitor economy benefits of the Asian century while keeping our presence in traditional markets."

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