Eastern markets key to Aus tourism ATEC

first_imgAustralia’s tourism success relies on its ability to create new products and attract new and returning visitors, according to Australian Tourism Export Council managing director Felicia Mariani.As two of Australia’s top travel markets, New Zealand Japan recover from natural disasters earlier this year, Ms Mariani explained that continued international inbound growth would depend on Australia’s appeal to growing Eastern markets.ATEC’s head said that highlighting the unique culture and close proximity between Australia and countries such as China and India would attract more travellers and distinguish Aus from other ‘western’ destinations like the US and Europe. “Clearly Australia continues to offer an attractive tourism experience and we are growing our share of key markets such as China, India, Indonesia and Thailand,” she said. “With significant increases in arrivals and spend from these four markets, we have a real opportunity to carve out a strong identity that maintains and grows the number of visitors for decades to come.“Australia is a much shorter trip for most Asian countries compared to Europe or the US, but those destinations are investing heavily in the Chinese market with the US along allocating $50 million to luring Chinese visitors to their shores. “We still have the advantage of having had Approved Destination Status for over a decade and we need to promote our nature, culture and Indigenous experiences as a significant point of difference.”The backpacker market is another key factor that could help Australia’s inbound figures, according to Ms Mariani and building on the sector could see positive impacts on arrivals and spending.Although spending up to $20 less a day than regular holidaymakers, Ms Mariani said backpackers tend to contribute more to the economy than leisure travelers because they stay in Australia three times longer.“The value of the backpacker and youth traveler continues to be under acknowledged,” she added. “This sector travels widely, accessing regional parts of Australia, they often work here, encourage family and friends to visit, spend longer in the country than holiday makers and spend almost as much per day.”Australia welcomed up to 583,000 backpackers for the year ending June this year. Source = e-Travel Blackboard: N.Jlast_img

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