TA warned over ‚Äútoo many voices”

TA warned over ‚Äútoo many voices”
By admin


Tourism Australia chairman Geoff Dixon has issued a fresh call for the industry to form a united front in marketing Australia to the world.

Speaking in Tasmania today, Dixon warned that a failure to do so will create a fragmented and ineffective message.

China, Australia’s big tourism hope over the next decade, has already raised concern with industry leaders that Australia “speaks with too many voices”, he said.

Dixon urged airlines, state and territories and private companies to unite behind state and federal backed campaigns.

“It will, without doubt, make our marketing much more effective,” Dixon told the Australia Institute of Company Directors. “There are many, many voices promoting Australia internationally. All have legitimate messages but also all have finite resources to spend in an increasingly cluttered market.

“On visits to China and most recently Indonesia, both Andrew McEvoy, the managing director of Tourism Australia and I were told point blank that Australia spoke with too many voices. Tellingly, most of those voices did not have sufficient resources to make a real impact.

“To speak collectively about Australia through stronger and singular joint federal and state government backed foundation campaigns will, without a doubt, make our marketing much more effective.”

Earlier in his address, Dixon again reassured operators that Tourism Australia would not lose focus on traditional markets although he stressed “it could be some years before they recover from their current problems”.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Aviation

Green light, green fuel for Townsville Airport as passenger numbers set to double to 3.7m

The Townsville Airport Master Plan, including the expansion of the airport terminal and development of the surrounding precinct, has been given the green light by the Federal Government. The 2023 plan outlined Townsville Airport’s strategic vision and growth objectives over the next two decades, with a detailed focus on the initial eight years. Townsville Airport […]

  • Destinations
  • News

New Caledonia in lockdown and airport closed after violent riots rock Noumea

New Caledonia officials have announced a 6pm-6am curfew, a liquor ban and have closed the country’s main airport after overnight riots in which vehicles were torched and roads blocked in the wake of proposed constitutional reforms. Australian Government website Smartraveller has issued an alert informing visitors to exercise a high degree of caution in metropolitan […]