McEvoy: We’re pioneers in China
Tourism Australia has insisted its growing exposure in second tier Chinese cities will give it a major advantage over competing destinations in the battle to attract tourists from China.
Managing director Andrew McEvoy likened Australia’s strategy to when it became the first country to get Approved Destination Status from Chinese authorities in the late 90s.
Australia will, once again, be “pioneers” , McEvoy said.
Tourism Australia confirmed earlier today that a focus on second Chinese cities will form part of a new $8.5 million promotional push in Asia, as exclusively revealed by Travel Today yesterday.
The cash is the first tranche of money from the Asia Marketing Fund, worth up to $48.5m over four years.
“Targeting second tier cities for Australia is like 1999 all over again when we became the first western country to get ADS,” McEvoy told Travel Today.
“These cities are not seeing much in the way of marketing from other destinations. We’ll keep up the effort in first tier cities where there is still enormous opportunities. Our job is not done there. But I do think second tier cities are potentially more fertile ground and are less competitive.”
He added: “We will become the pioneers in terms of distribution and marketing in these cities.”
Tourism Australia will immediately start enrolling agents in the Aussie Specialist Program in Quigdao, Chengdu and Chongqing. TA already has more than 6000 Aussie Specialists in China, around 2,200 of which have completed all the online training modules.
The push will see TA develop a “qualified base of travel agents, airlines and operators able to confidently sell Australia”.
Money from the $8.5m will also go towards rebuilding the Japanese market, as revealed by Travel Today.
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