Speaking at the CAPA gala dinner in Sydney last night, Tourism Australia chairman Geoff Dixon addressed how Australia will optimise its share of international tourism by 2020.
Through strong marketing, investment in infrastructure and greater air access, Tourism Australia is working to build on the already strong presence in one of the fastest growing industries.
Tourism Australia’s social media presence is one of the strongest in the world, with six million highly engaged fans on Facebook and one of the biggest worldwide Instagram accounts for followers.
Describing Tourism Australia as a marketing organisation, Dixon said the industry is expected to double in growth in the coming few years, so the need to be flexible with marketing and promotion is vital.
“Australia is a high yield country attracting high end visitors,” Dixon added, something that the new Restaurant Australia campaign is focused on.
With fierce competition for the tourism dollar, Dixon pointed out the need for Australia to focus on not only greater air access but to fill the gaps in high-end hotel offerings. Seeking investment in tourism infrastructure, Dixon outlines gains require an additional 20,000 beds to meet demand.
Currently Tourism Australia works with 22 airline partners. The Chinese market and airline support for Australia is a strong focus for the tourism body.
The CAPA Aviation Summit is currently being held in Sydney.
