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Marketing Funding For Strong Visitor Numbers

July 14, 2014 Corporate No Comments Email Email

Strong growth in international visitor numbers underscores the value of government investment in tourism marketing, according to peak national industry body Tourism & Transport Forum (TTF).
The latest ABS Overseas Arrivals and Departures figures show international arrivals up 15.3 per cent in May 2014, with double digit growth from 15 of Australia’s top 20 markets. Highlights include Indian arrivals up 39.1 per cent, Hong Kong up 31.1 per cent and Taiwan up 29.9 per cent. Annually, international arrivals are up 8.2 per cent for the year ending May.

TTF Director, Media & Communications Rowan Barker said these figures show 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,” said Mr Barker.

“A recent Deloitte report named tourism as one of five super-growth sectors that can deliver a combined $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 $8 and $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 $140 billion by the end of the decade.

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

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