Tourism Australia will spend 57% of its budget on eastern market next year with the balance directed to western markets, broadening this year’s split which stands at 53% for the east and 47% for the west.
The funding levels emerged at the Australian Tourism Export Council (ATEC) symposium in Coolum yesterday and came after tourism minister Martin Ferguson said the expected boom in Asian tourism should not be a given.
Tourism Australia managing director Andrew McEvoy said it is approaching the “Asian century” with a “balanced portfolio” where traditional markets remain essential.
“It is the Asian century and unashamedly we will put more effort into those markets but it is more than just China,” McEvoy said. “We have been seeing growth in Indonesia, Singapore and Malaysia. India is well and truly on our radar. We are investing there and will continue to invest there.”
But McEvoy denied it is solely focused on Asia. “Our promotion in Asia is not to the exclusion of traditional long haul markets,” he said.
Out of the traditional markets the UK was struggling the most due to economic conditions and the air passenger duty. “We have bigger airline deals in those markets which helps make our money go further,” McEvoy said.
Co-operative partnerships with airlines such as Singapore Airlines, Qantas and Emirates are also expected to remain with the hope of gaining share from continental Europe.
McEvoy said it will promote Australia to the UK by capitalising on sporting events such as the British and Irish Lions tour in 2013 and the Ashes cricket series.
“This is a reason to reinvigorate the passion of the British traveller to come to our country, there will be a lot of noise about Australia,” McEvoy said. “We are going after the growth… but it is not all eggs in one basket. We have strong budgets and strong people in the traditional markets who are working hard,” McEvoy said.
