Minister for
Tourism, Martin Ferguson AM MP, unveiled a $48.5 million marketing
plan to attract more visitors from Asia - Australia's fastest growing
tourism region.
The Asia
Marketing Fund, announced by the Government in the 2012-13
Budget, provides $48.5 million over four years to
promote Australia as a tourism destination to growing
markets in Asia.
Minister for
Tourism, Martin Ferguson AM MP, said that the funding would
allow Tourism Australia to significantly increase its
marketing footprint in Asia and build on the updated There's nothing
likeAustralia campaign.
"The Asia
Marketing Fund will further bolster Tourism Australia's
efforts in growing visitor demand from Asia, one of the key pillars
of the Government's Tourism 2020 Strategy," Minister Ferguson
said.
"The
Asian region delivered 40 per cent of all international visitors
to Australia last year, and with markets such as China
growing by almost 20 per cent last year and Japan rebounding by 16
per cent in June 2012, Asian visitor numbers are set to grow even
further.
"This is
a very significant funding boost and a measure of just how
important we believe Asia is to securing a profitable and sustainable
future for our tourism industry.
"That is
why I launched the updated campaign in Shanghai in June. With 20
million Chinese people alone already having viewed the ad, we have an
ideal platform upon which to now build with the new Asia
Marketing Fund."
The first $8.5
million of the fund will be devoted to
marketing Australia as a holiday destination to more
Chinese cities, reinvigorating marketing in Japan, along with
additional funds for tourism research and partnerships to
attract more flights from Asia.
Minister
Ferguson said that it was important to dedicate resources to existing
and new markets within the region where research indicates the
greatest growth opportunities for Australian tourism exist.
"While
traditional markets in Europe, New Zealand and North America will
always remain important to Australian tourism, it is vital that we
win a greater share of the growing Asian middle class eager to travel
and that our efforts are informed by research into what Asian
visitors want," said Minister Ferguson.
The
Tourism Australia Board determines Asia
Marketing Fund projects.