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McEvoy: Latest research shows Tourism Australia is doing a lot right


Issues & Trends – November 2012

McEvoy: Latest research shows Tourism Australia is doing a lot right

TOURISM Australia managing director Andrew McEvoy is encouraged by the findings of a major research project conducted in 11 of Australia’s key international markets.

“The findings suggest we’re already doing a lot right,” he said, releasing details for the first time at last month’s Australian Tourism Directions Conference in Canberra Commissioned by Tourism Australia and carried out by BDA Marketing Planning, the research identifies opportunities to make Australia’s tourism offering more attractive to overseas visitors.

These include focusing on the country’s strongest assets – its coastal, aquatic and wildlife experiences – as well as better marketing of the country’s quality food and wine.

“Destination marketing is not one size fits all and what this new research helps us to do is identify our real strengths and fine-tune how we promote Australia in different overseas markets,” McEvoy said.

“The findings suggest we’re already doing a lot right, in terms of where we are prioritising our resources and marketing activities. It’s encouraging, for example, that the highest levels of intention to visit are amongst Chinese and Indians, two of the markets we are most aggressively targeting.

“Equally, the survey has also identified some areas where the industry can step up its game, including better promotion of our high quality food and wine offering, where significant opportunities exist to strengthen what locals already know to be a core strength.”

• The 300 industry members attending the conference also learned of Tourism Australia’s plans for a global youth market push including fresh promotion of the Working Holiday Maker Visa program.

“The youth market contributes more than a quarter of all Australia’s international arrivals and these visitors tend to stay longer and disperse widely,” he said.

“For many young people, the Working Holiday Maker Visa program provides the economic means to fund travel plans, and this will be the inspiration behind our future new campaign.”

In the 12 months to June 2012, the youth segment contributed $11.9 billion to total tourism spending in Australia and delivered nearly 1.6 million visitor arrivals (aged 15-29 years).

 

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