TAA report reveals govt advocacy worth weight in gold
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.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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