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‘TEAM AUSTRALIA’ Recognised with Routes Asia Award

March 12, 2014 Accolades No Comments Email Email

For the second year in a row, Tourism Australia has been voted Asia’s ‘best destination’ marketeer at the annual Routes Asia awards, held last night in Malaysia.

Australia’s national tourism organisation was recognised for its successful collaborative approach to aviation development, characterised by its extensive marketing activities and joint campaigns with more than 20 international airlines, as well as strong partnerships with Australia’s airports and state and territory tourism bodies.

Tourism Australia General Manager Destination Development, Katherine Droga, said winning the award for best destination marketing two years in a row was clear evidence that the ‘Team Australia’ approach to securing new routes and additional aviation capacity was highly regarded amongst the international airline network planning community.

“Destination marketing is a complex and highly competitive business especially in Asia, one of the fastest growing aviation regions in the world. To be considered the best in this field – and for two years in succession – is a great honour and one we share equally with our airport and our state and territory tourism partners,” she said.

Ms Droga said that while air capacity to Australia had increased 7 per cent in 2013 to reach more than 30 million visitors movements, more aviation capacity was still required to achieve the industry’s Tourism 2020 goals.

She said Tourism Australia would invest A$17 million with 24 airlines this financial year, resulting in more than A$34 million dollars being collectively invested in long term strategic agreements (MOUs) and joint marketing campaigns.

Ms Droga said Tourism Australia would continue to focus on Asia to grow additional capacity to Australia, including using additional funding provided through the Australian Government’s Asia Marketing Fund.

Routes Asia represents the largest route development event for the Asia region. The annual Routes awards provide the airline community with the chance to have their say as to which airport or tourism authority they think provides the best overall marketing services.

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