Pursue China or expand Aus’ tourism options

While some praise Tourism Australia’s $250 million global campaign launch in China earlier this week others have taken a skeptical stance, wondering when Australia will spread its budget across other markets.

Launched in Shanghai this week, the campaign is the next phase of the Tourism Australia's 'There’s nothing like Australia' promotion and will focus on targeting “key growth markets” including those in Asia. 

Tourism and Transport Forum (TTF) chief executive John Lee said after the launch that the campaign would entice visitors to travel down under, particularly as it showcases images of iconic Australian experiences and destinations.

The Accommodation Association of Australia’s chief executive Richard Munro concurred, adding that he was “optimistic” of the impact of the latest phase.

“Consistent with Australia’s tourism transition in the Asian Century, we are seeing a growing trend in Asia’s expanding middle class travelling abroad,” Mr Munro said.

“We are delighted that this campaign will show this vitally important market all that Australia’s tourism and accommodation operators have to offer them and entice them to come and experience Australian hospitality.”

Recognising the importance of the Chinese market, Jetset Travelworld chief executive Peter Lacaze told e-Travel Blackboard earlier this week that he understood Tourism Australia’s position but would also like to see more done to maintain the traditional markets.

“As a company we would understand that Tourism Australia has to focus its efforts on growth opportunities,” Mr Lacaze told e-Travel Blackboard over the phone early this week.

“But we would want them to maintain an adequate weight of marketing expenditure in traditional markets like the UK, Europe and North America.”

Some members of the Australian public have also questioned the bureau’s stance on other markets, claiming it is time Australia focused on other countries.

One e-Travel Blackboard reader described the next phase as Tourism Australia’s “obsession with Mainland China” and said the bureau needed to invest in other markets including; South Korea, Philippines, Malaysia and Indonesia.

“Perhaps Tourism Australia officials should take careful note as to how during a recent spat with Philippines,” the reader said.

“China supposedly cancelled all tour group bookings to that country.”

Earlier this year another e-Travel Blackboard reader said that “relying on a single source of tourists... is certain to end in tears”.

“Why does Tourism Australia routinely ignore other fast growing markets such as Singapore, Philippines, South Korea and Canada?” the reader wrote. 

Sourced: etravelblackboard