Destinations

STUDY: Victoria tops nation with highest return on destination marketing investment

Victoria has consistently outperformed the rest of the nation when it comes to the return on destination marketing dollars, according to new research from Australia’s peak tourism body.

The research conducted by consultancy group Sayers for the Tourism & Transport Forum (TTF) found that for the last three years Victoria yielded more than 300 times its investment per person on destination marketing peaking at over 400 times in 2018/19 – over double its closest rival.

Queensland also fared well, coming in second in two out of three financial years for the period the research covered, while Western Australia and NSW filled the minor placings in two years and one year respectively.

In one of the other key metrics used to rank the states, tourism infrastructure investment, the Northern Territory came up trumps with the highest spend per capita of $461 per person, almost three times its closest competitor NSW at $166 per person, with Western Australia coming in third at $78 per person.

However, Queensland and Victoria performed below average on this barometer, ranking fifth and sixth respectively.

TTF chief executive Margy Osmond said the research provided food for thought for state governments competing for tourism dollars and warned they can’t afford to be complacent as domestic travel steps up and international borders gradually reopen.

“The Australian tourism industry has felt the full force of the pandemic, and competition between the states remains fierce and will only become increasingly so as we emerge from the pandemic and the battle to attract key international markets begins in earnest,” she said.

“TTF is calling on the Queensland, NSW and SA governments to up their spend on tourism in the upcoming budgets, including a significant uptick in funding to their destination agencies and a raft of measures including aviation attraction funds to help fund the recovery of this critical sector.”

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

WA bans NSW travellers as state borders tighten against Sydney hotspots

by Ali Coulton

The states and territories have shut their borders to Sydneysiders while McGowan rushed to slam the door on the whole state.

Share

CommentComments

Cruise

Cruise suppliers hit Canberra to talk resumption of domestic cruise

Australia’s capital has been paid a visit by a group of suppliers representing services impacted by the cruise ban.

Share

CommentComments

Aviation

YIKES: Plane collapses, injuring two at Heathrow Airport

A Boeing 787 Dreamliner bit the dust at Heathrow Airport over the weekend, injuring two and causing damage to both the plane’s nose and ego.

Share

CommentComments

Events

Even more speakers announced for Travel DAZE 2021!

While Travel DAZE 2021 is only weeks away, that hasn’t stopped us from adding several more speakers to the line-up (which is bulging with talent, might we add)!

Share

CommentComments

Aviation

Qantas and Jetstar set for bigger domestic fleets and more flights

Get ready to see a few more shadows of a flying kangaroo, with the national carrier set to increase its domestic presence.

Share

CommentComments

Aviation

Surge in unruly passenger behaviour sparks inflight booze bans

If you thought the increase in stories about unruly passengers of late was just because we find them mildly entertaining, you’re only half right.

Share

CommentComments

Travel Agents

Reimbursement scheme for Kiwi travel agents extended by six months

Wondering how agents across the ditch are being supported by the NZ government? Here’s your answer.

Share

CommentComments

Destinations

Singapore to be “first country outside of NZ” slated for Aussie travel bubble, says ScoMo

The PM said the bubble will kick off with a “pilot exercise” giving priority to international students from Singapore.

Share

CommentComments

Cruise

Celebrity Cruises names former fashion industry exec as new CMO

Celebrity’s new marketing chief has swapped designer clothes for bows, sterns and decks.

Share

CommentComments

Technology

Virgin website taken down by mass tech outage that also hit three major banks

Our deputy editor was relieved to learn the tech difficulties she has been experiencing were caused by a mass outage and not all the coffee and cookie crumbs she spilled on her keyboard.

Share

CommentComments

Technology

Flight Centre Travel Group finds new tech partner for corporate brands

FCTG has deleted its Tinder and Bumble accounts after finding the perfect match for its global corporate brands.

Share

CommentComments

Destinations

Europe to reopen its borders to US travellers with or without COVID vaccination

While ScoMo has doubled down on Australia’s hard border stance, the EU has reportedly added six new countries to its list of desired travellers.

Share

CommentComments