Domestic rebound and Asia put TA on track
Tourism Australia remains on track to hit the lower end of its 2020 targets with domestic tourism and the rise of Asia’s middle classes identified as the key drivers of growth.
A record marketing investment of $200 million this year, coupled with increased airline capacity was helping to attract visitors, particularly from Asia, TA managing director Andrew McEvoy said.
But while international visitors in 2013 hit a record and expenditure climbed almost 6% to $28m – despite fierce competition and a sky high Australian dollar – the domestic resurgence was also critical, he told the Tourism Direction conference in Canberra.
A ‘State of the Industry’ report released by Tourism Research Australia showed domestic overnight expenditure rose 3.4% to more than $51 million this year.
That, together with the international growth, saw the industry track in line with growth targets – albeit at the lower end – with a current value of $80 billion.
“We’ve enjoyed a record 6.3m international arrivals in 2013 and a sustained bounceback in domestic travel, with Australians taking nine times more trips in their own country than overseas,” McEvoy said.
"Our vision is to grow overnight spend to between $115 billion and $140 billion by 2020. Thanks in large part to a resurgence in domestic tourism and the increasing popularity of our country among Asia’s emerged and emerging middle classes, we remain on track to achieve this goal.”
TA will continue to work strategically by chasing international markets where it sees greater growth, he added, with Asia the inevitable target.
Asia could be worth more than $20 billion by 2002, McEvoy told delegates.
He said interest in Australia was not limited to tourists, with investors also looking to cash in on the country’s tourism outlook.
Under a five year partnership with Austrade, signed last year to source overseas investment, projects were beginning to materialise, McEvoy said.
He highlighted the $160m plan to build a 231-room Four Points by Sheraton hotel at Darling Harbour and a $10m accommodation project at Palm Cove in Queensland as success stories in its bid to attract investment.
The NSW Government has also announced that Sydney’s Sandstone buildings in the CBD have been earmarked for tourism use and will be marketed to local and overseas investors later this year.
“Better tourism infrastructure is vital to growing our industry and the good news in that the investment community share our view that there is value and commercial gain from backing Australian tourism,” McEvoy said.
Industry groups were not as positive about the findings, with the Tourism and Transport Forum (TTF) branding the report a wake up call.
“Australia is still tracking in the lower range of the Tourism 2020 target of doubling overnight expenditure," TTF chief executive Ken Morrison said.
"Without changes to tourism policy settings, Australia could miss out on an extra $25 billion of annual income," Morrison added.
TTF called on TA to pursue Asian markets more aggressively, a sentiment echoed by the Australian Tourism Export Council (ATEC).
ATEC managing director Felicia Mariani said improvements to visas for Chinese travellers were necessary.
“While Australia leads the way in processing visas for ADS group travellers, we lag [behind] the rest of the world in their advancements to encourage more independent travel from the China market," she said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
andrew mcevoy tourism australia tourism directionsLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
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 […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
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 […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
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 […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!