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Bonanza! All-time record tourist arrivals growth

August 11, 2014 Destination Global, Headline News No Comments Email Email

egtmedia59International visitor arrivals grew by almost half a million for the 2013-14 financial year – the highest on record – with the annual growth rate of 7.9% the highest financial year growth in a decade.

The Australian Bureau of Statistics Overseas Arrivals and Departures data for the year ending June 2014 show 6.65 million international visitors came to Australia, with strong annual growth from the country’s top five markets – New Zealand, China, the UK, USA and Singapore – collectively contributing an additional 263,500 visitors – 54.3% of the total arrivals growth.

Greeting the new figures, national industry body Tourism & Transport Forum (TTF) noted that international arrivals growth of 485,100 is the highest for any financial year since the ABS series began in 1992.

TTF Executive Director Adele Labine-Romain said the results demonstrate the importance of marketing.

“These five countries are among the 16 core markets where Tourism Australia undertakes consumer marketing and industry development activity,” Labine-Romain said.

“They are also countries where the state tourism organisations engage in cooperative marketing campaigns with a range of industry partners, including airlines, accommodation providers, tour operators, and Tourism Australia.

“Effective, well-funded marketing campaigns promoting Australia’s world-class destinations are critical to ensuring that growth continues and to giving Australia a chance of reaching its Tourism 2020 target of doubling overnight visitor expenditure to up to AUD 140 billion.

“Marketing makes prospective visitors aware of the breadth of experiences and activities Australia has to offer and ensures that we build our country brand and profile in an extremely crowded and competitive international travel marketplace.

“Arrivals from some key markets have also been boosted by increased aviation capacity, including from Singapore, China and India, with new airlines and established carriers adding new services.

“These carriers also add to the marketing effort by entering into marketing partnerships with the state and national tourism organisations to promote their routes and the destinations they serve.

“While arrivals are growing strongly now thanks to sustained investment in destination marketing, cutting funding would put partnerships at risk and also cedes ground to Australia’s global rivals, many of whom have recognised the economic development opportunity tourism provides.”

The TTF recently highlighted figures showing that visitor spending is tracking below the bottom end of the Tourism 2020 targets, so whether the record arrivals truly represent a bonanza in the economic sense is open to conjecture.

Edited by : Peter Needham

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