TAA report reveals govt advocacy worth weight in gold

TAA report reveals govt advocacy worth weight in gold
By admin


A new report by the Tourism Accommodation Australia (TAA) has shown that $1m spent on international marketing produces $16m return on investment (ROI).

Highlighting the value of the hotel industry’s advocacy to government, the report revealed for every incremental $1m spent on international tourism marketing, up to $16m in spend is generated by foreign tourists and 89 additional jobs created.

The Estimates of the Return on Marketing Investment for Australian Inbound Tourism report was produced by industry researchers Webber Quantitative Consulting.

Results showed an increase in the inbound marketing and promotional budget of approximately $10m would increase visitor numbers by up to 72,500, increase tourist expenditure by between $130m to $160m, and increase the number of tourism and hospitality jobs by over 1,800.

The findings “clearly highlighted" the benefits that governments can play in driving demand, according to TAA managing director Rodger Powell.

“The report shows that advocacy pays,” he said, referring to recent debate over the impact of tourism marketing and its ability to drive greater visitor numbers and foreign income. He stressed that hese figures make it clear that investment in tourism marketing has a significant direct impact on the hotel sector and an even larger benefit for the wider economy.

Minister Robb preserved Tourism Australia’s funding in the recent Budget.

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]