Published on : Wednesday, September 3, 2014
International visitors spent more than $30 billion on trips to Australia in 2013-14, underscoring tourism’s value to the economy and potential as an economic development strategy for Australia, according to peak national industry body, Tourism & Transport Forum (TTF).
Tourism Research Australia has today released the International Visitor Survey for the year ending June 2014, showing visitor numbers up 8 per cent and expenditure up 7 per cent.
TTF Executive Director Adele Labine-Romain said while the growth is pleasing, further support would deliver even greater returns.
“It’s clear that investment in new products and experiences and in marketing is helping to drive growth in international visitor numbers to Australia,” Ms Labine-Romain said.
“However, what is also clear is the potential for additional investment in marketing to be a game-changer for Australia, with research showing a $16 return for every dollar invested in international tourism marketing.
“Countries around the world have recognised that tourism can be an economic development strategy, providing jobs and delivering prosperity.
“Consequently, they are making investments in tourism marketing to ensure they are cutting through in an increasingly crowded and competitive marketplace.
“Governments around Australia have also acknowledged this potential and some have backed their words with action, providing additional funding to help promote Australia to the world, and they are to be congratulated for this.
“Others have failed to follow their rhetoric with additional investment and this lack of support undermines the investment of other jurisdictions and puts at risk the country’s chances of reaching the Tourism 2020 goal of doubling overnight visitor expenditure to $140 billion.
“Additional investment in tourism marketing will not only ensure that Australia is top of mind for prospective international visitors, but also capitalise on the significant investments government and industry are making in demand-driving tourism infrastructure, new accommodation and experiences.
“Reaching the Tourism 2020 goals will deliver massive economic benefits for Australia, creating job and business opportunities across the country, however it will not happen under a ‘business-as-usual’ scenario.”
Tags: TTF News