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Flood of May visitors ‘shows value of tourism marketing’

July 10, 2014 Destination Global, Headline News No Comments Email Email

egtmedia59Strong growth in international visitation to Australia announced yesterday for the month of May is being cited to demonstrate the value of government investment in tourism marketing.

Latest Australian Bureau of Statistics Overseas Arrivals and Departures figures show international arrivals leapt by 15.3% in May 2014, with double-digit growth from 15 of Australia’s top 20 markets.

Highlights include Indian arrivals up 39.1%, Hong Kong up 31.1% and Taiwan up 29.9%. Annually, international arrivals are up 8.2% for the year ending May.

Tourism & Transport Forum (TTF) director of media and communications, Rowan Barker, said the figures showed the undoubted potential of the tourism industry to be an economic development strategy for Australia.

“As investment in heavy manufacturing and mining wanes, tourism is an employment and economic solution for Australia into the future,” Barker said.

“A recent Deloitte report named tourism as one of five super-growth sectors that can deliver a combined AUD 250 billion to the Australian economy over the next 20 years, but more investment is required to ensure this potential is realised – a business-as-usual approach is not good enough.

“Ahead of the national meeting of Tourism Ministers this Friday, TTF is calling for increased tourism marketing and major events funding to help accelerate growth in visitor numbers.

“Numerous studies have found a return on investment of between AUD 8 and AUD 16 per dollar invested in international tourism marketing.

“Much of the growth we are seeing in international arrivals can be attributed to the work of Tourism Australia, state and territory tourism agencies, and their partners that market Australia’s tourism offering internationally.

“In a competitive international market, greater investment in tourism marketing is essential to help Australia reach its ambitious but achievable Tourism 2020 target of doubling overnight expenditure to AUD 140 billion by the end of the decade.

“However, with visitor expenditure currently growing at just 1.7% per annum, increased investment in marketing funding is needed to help boost spending growth and give us the chance of reaching the target.”

Edited by : Peter Needham

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