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Tourism Australia to target Asia with new marketing fund

11 Comments

Tourism Australia's ongoing strategic efforts to tap into the growing tourism opportunities provided by markets in Asia will be boosted following the Federal Budget announcement for a new, dedicated Asia Marketing Fund worth A$61 million over four years.

Tourism Australia Chairman Geoff Dixon said the funding injection towards marketing There’s nothing like Australia to Asian consumers reflected the growing importance of a region expected to deliver 2.5 million visitors to Australia during 2012.

“Tourism Australia continues to approach its international marketing activity with a balanced portfolio approach, where traditional markets such as the United Kingdom and USA remain important, but nobody can deny that the opportunities that lie before us are in this Asian century,” Dixon said. “With this new dedicated fund, we now have an unprecedented opportunity to further drive both existing campaign activity and new marketing efforts across our fastest growing and most valuable inbound visitor markets.”

The fund will deliver an additional $61 million to the Tourism Australia budget over forward estimates (the next four years) and is ongoing. The first year of the fund, (2012-13), will deliver $8.5 million followed by $14 million, $17.5 million, and $21 million over the following three years out to the 2017 financial year.

Tourism Australia Managing Director Andrew McEvoy said the new funding, representing 10% of the increased amount of the Passenger Movement Charge (PMC), would allow it to significantly increase its media spending and more effectively reach consumers – key to Australian tourism delivering on its Tourism 2020 goals of doubling overnight spending to up to $140 billion by the end of the decade.

“This commitment in a tight fiscal environment will be greatly welcomed by the Australian tourism industry - further supporting the visitor economy, which continues to contribute significantly to our country’s economic growth and supports more than 900,000 jobs across the country,” McEvoy said.

McEvoy said Tourism Australia would utilise the additional funds to target high yielding consumer segments in growing, key Asian markets, including existing targets and those with long term potential.

© ASIA Travel Tips.com

©2021 GPlusMedia Inc.

11 Comments
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No use throwing all this money when the cost of anything is so expensive and customer service is non-existent.

2 ( +2 / -0 )

They need something better than the last campaign - Where the bloody hell are ya - didnt really do it.

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In the reality, spending the fourtune on marketing is just a waste of money. They have to improve better and efficient transport, vibrant tourist attractions, excellent customer service and competitive inbound market. Visiting there is not attractive unless there are major structure and efficient reforms. It is a boring and expensive place to visit.

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Zenpun

Visiting there is not attractive unless there are major structure and efficient reforms. It is a boring and expensive place to visit.

Are you describing Japan with this statement???? Its is actually not that expensive to visit compared to some other places like UK, US, Japan for example. And as for boring, if you got out of the Gold Coast and away from all the Asian tourists there you would actually find lots to do. Its just a lot more spread out.

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CletusMay. 21, 2012 - 10:41AM JST

Are you describing Japan with this statement???? Its is actually not that expensive to visit compared to some other places like UK, US, Japan for example. And as for boring, if you got out of the Gold Coast and away from all the Asian tourists there you would actually find lots to do. Its just a lot more spread out.

I have been to of Sydney, Sunshine Coast, Gold Coast as you mentioned. Indonesia Bali Beach or Phuket of Thailand are inferior than Sunshine Coast Noosa. Indonesia and Thailand got more Asian Tourists than Oz. One factor is sky high cost of Sunshine Coast. Another factors is lack of efficient transport. Travelling from Gold Coast to Sunshine Coast took about more than 3 hours by road. Another factor is not many tourist attractions there.Thailand has many high quality holiday resorts with reasonable price. They did not spend the fortune for advertising. They spent their budget more on infrastructure, hospitality business and tourist attractions.

Having blue sky, clean air and sandy beaches are enormous advantages. However marketing alone can not make getting high volume tourists.

Many British backpackers said Sydney has very few place for sight seeings. Visiting Opera house, Darling habour, cruise tours and Hunter valley can not meet the expectation of long distance travelers.

Japan is a natural disaster prone nation. It lacks the land space, natural resources and friendly weather. It has become high cost destination beyond her control. Australia is not so bad like Japan. Due to bad tourism management, inefficiency and weak financial control, it is becoming less attractive destination. High dollar is also making more expensive place to visit.

1 ( +1 / -0 )

Zenpun

Another factors is lack of efficient transport. Travelling from Gold Coast to Sunshine Coast took about more than 3 hours by road.

Wow, lets see you can catch a bus, you can catch a train, or you can drive. How much more public transport do you need. Oh and yes it does take a while to drive. That may have something to do with the distances involved. Try traveling the same distance in the UK, or Japan it would take much longer.

Another factor is not many tourist attractions there.Thailand has many high quality holiday resorts with reasonable price. They did not spend the fortune for advertising. They spent their budget more on infrastructure, hospitality business and tourist attractions.

No tourist attractions ok. Somehow taking the all the theme parks and the like out there is still lots to do. In Thailand what is there apart from beaches and a few temples.....

Many British backpackers said Sydney has very few place for sight seeings. Visiting Opera house, Darling habour, cruise tours and Hunter valley can not meet the expectation of long distance travelers.

Well maybe they should try looking a bit harder. Its funny we have been to Sydney many many times and still find new things to do. And if you are willing to travel around Australia a bit more you will be amazed at what there is to do.

-2 ( +0 / -2 )

the unfortunate thing about tourism in Australia is that its cheerleaders only see things through their eyes - not those of the visitng overseas tourists.... the things these people want to see are frequently different to what local Australians assume they want to see... if they are visiting for a few weeks, its much easier to get out and see different things but when you have only a week in the country, you can only cover a limited amount.

1 ( +1 / -0 )

grammefriday

the unfortunate thing about tourism in Australia is that its cheerleaders only see things through their eyes - not those of the visitng overseas tourists.... the things these people want to see are frequently different to what local Australians assume they want to see... if they are visiting for a few weeks, its much easier to get out and see different things but when you have only a week in the country, you can only cover a limited amount.

Actually l kind of agree with part of what you say here. If you only head to Australia for a week you are going to be very limited in what you see. You will pretty much see 1 area and thats it. In that case is it far to judge a whole country on what you saw in one week. I recently went to the US for one week and managed to see 1 city and that was it. Will l base my judgement on the whole of the US on this one week? Nope.

If l want to see more l will go for longer and the same applies in the case of Australia. If you went for a few weeks then you would see a great deal more.

-2 ( +0 / -2 )

Maybe a new campaign slogan: "China: Where the bloody hell aren't ya?", hehe

0 ( +0 / -0 )

Its is actually not that expensive to visit compared to some other places like UK, US, Japan for example

How much for a can of coke in Australia?

2 ( +2 / -0 )

CletusMay. 21, 2012 - 12:43PM JST

Well maybe they should try looking a bit harder. Its funny we have been to Sydney many many times and still find new things to do. And if you are willing to travel around Australia a bit more you will be amazed at what there is to do.

There is an old saying Customer is always right. If the customer suggest for improvement, hospitality and tourism industry have to analyze the feedback. They have to find the way for more competitiveness. According that article, Tourism Australia is marketing for more growth. As a continent, Oz is very huge. As a domestic market, it is so small for sustaining the growth. Without the fresh ideas and new talent, the industry will be badly damaged.

Currently Retail, Tourism, Manufacturing of Oz are suffering the huge setback. Many firms has got liquidation. It is a right time for changing structure and old ways of promoting the nation.

If l want to see more l will go for longer and the same applies in the case of Australia. If you went for a few weeks then you would see a great deal more.

I have been to Australia outback including the great sandy desert. Coastal regions are pleasant and livable. Not in the inner, remote and drier region of the continent. Some people got well paid mining employment. However they can not withstand the unpleasant weather and harsh condition. They quit their well paid jobs shortly. Not the every piece and every part of continent is suitable for Tourism business.

Sunshine Coast Noosa clean air, Wild flowers of WA, Great Barrier Reefn sun rays and countless rain forests walk paths are unbeatable mother nature gifts to Tourism sector. However Tourism Australia lacks the judgment, efficiency and innovation for making big bucks from them.

1 ( +1 / -0 )

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