Aus bets $61 million on Asian tourism market


There’s nothing like Australia
 
 

Tourism Australiacan now tap into growing tourism opportunities following the Federal Budget announcement yesterday to dedicate Asian Marketing Fund worth AUD$61 million over the next four years.

A region expected to deliver 2.5 million visitors to Australia during 2012, Asia and global markets will be boosted by the fund with an injection towards marketing ‘There’s nothing like Australia’ campaign.

Tourism Australia Chairman Geoff Dixon said where traditional markets such as the United Kingdom and USA remain important; Tourism Australia continues to approach its international marketing activity with a balanced portfolio approach.

“Nobody can deny that the opportunities that lie before us are in this Asian Century,” Mr 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 first year of the ongoing AUD$61 million fund will deliver AUD$8.5 million in the period 2012 – 2013. This is followed by AUD$14 million, AUD$17.5 million, and AUD$21 million over the following three years.

Representing 10 per cent of the increased amount of the Passenger Movement Charge (PMC), Tourism Australia Managing Director Andrew McEvoy said the new funding would allow significant increases in media spending to more effectively reach consumers.

This is key to Australian tourism reaching its 2020 goals of doubling overnight spending to up to AUD$140 billion by the end of the decade.

While discussing the commitment in such a fiscal environment, Mr McEvoy said the funding will be greatly welcomed by the Australian tourism industry.  It further supports the visitor economy, contributing significantly to our country’s economic growth and supports more than 900,000 jobs across the country.

Additional funds will be utilized to target high yielding consumer segments in key growing markets, according to Mr McEvoy.

In an effort to better understand tourism behaviours and travel preferences, Tourism Australia will also work closely with Tourism Research Australia (TRA).

Source = e-Travel Blackboard: K.W
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