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Sichuan Airlines welcomed by Tourism Australia


Tourism Australia Managing Director Andrew McEvoy said the new direct service between Chengdu and Melbourne, predicted to be launched by Sichuan Airlines, was the most recent example of the China development opportunity being accomplished.

“Chengdu represents one of China’s fastest emerging secondary cities and largest aviation hubs in central western China, and has the potential to open up significant new markets for us. Our research has clearly demonstrated the appetite for travel amongst the new middle classes in these cities but, to fully realise these opportunities it’s critical that we get more capacity and, in particular, more direct flights,” Mr McEvoy said.

He said that Chengdu was one of 3 new cities in China that Tourism Australia planned to focus on next year, using funds from the Government’s new Asia Marketing Fund, and as part of its wider China geographic approach of deepening its marketing footprint into the country’s secondary cities.

In April this year, Tourism Australia led a delegation of Australia’s major airports, including Melbourne, to Chengdu, to attend Routes Asia 2012 – Asia’s leading aviation route development forum.

“Securing more aviation capacity into Australia from China was a key feature of our discussions and networking in Chengdu. It was also a great opportunity to demonstrate to Asian carriers our industry’s renewed commitment towards speaking and acting with a single voice when it comes to marketing our country overseas.

“Melbourne Airport are to be congratulated for their foresight in developing such strong links with Chengdu, through the ‘sister airport’ relationship they established at Routes Asia. Their success in securing Sichuan Airlines represents a significant win for this ‘Team Australian’ approach and, together with Tourism Victoria, we plan to market this new route hard,” Mr McEvoy said.

Mr McEvoy said that growing the China inward bound market was critical to Australian tourism attaining its Tourism 2020 goal to double overnight visitor expenditure to up to A$140 billion annually by the end of the decade.

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Tourism Australia unveils new marketing push in Asia


Compare Car HireTourism Australia has confirmed plans to accelerate its marketing activities in Asia, with four key strategic projects to be funded this year under the Australian Government’s new Asia Marketing Fund.

The new funding, worth up to A$48.5million over the next four years, aims to generate higher visitor numbers and improved economic returns from Australia’s fastest growing tourism region. It is expected to deliver A$19 billion in annualised tourism spending by the end of the decade.

The fund is in addition to Tourism Australia’s total annual marketing effort that sees Australia competitively positioned in 18 markets overseas, including the fast growth countries like China, India, Indonesia and South America as well as traditional markets such as the UK, Europe, and the Americas.

The first year’s funding of A$8.5 million will be in addition to A$37.5 million already allocated to Asia within Tourism Australia’s marketing budget for 2012/13.

Tourism Australia Managing Director Andrew McEvoy said the new resources would go towards new or further extended marketing initiatives as well as targeted research.

The first year of the new Fund will focus on four strategic projects:

  • Accelerating Tourism Australia’s existing China 2020 Geographic Strategy to target China’s secondary cities, to include emerging cities of Qingdao, Chengdu and Chongqing;
  • Strengthening its ongoing efforts to rebuild the Japanese inbound market;
  • Increased aviation cooperative partnerships between Tourism Australia and airlines serving Australia from Asia; and
  • New Tourism Research Australia (TRA) research, designed to help the industry better understand and engage with Asia.

Mr McEvoy said visitor numbers from Asia had tripled since 1990 while spending by Asian visitors in Australia had grown by 64 per cent since 2000, further highlighting the continued importance of Asia as the key driver of Australia’s immediate future international tourism growth.

This new fund provides an unprecedented opportunity to further drive existing and new marketing initiatives in our fastest growing and most valuable inbound visitor markets, McEvoy said.

“Based on Tourism Australia’s long term commitment to Asia and the positive response we’re getting to our marketing activities, this new fund will help bolster the growth and remain competitive with the more than 100 destinations trying to get the same business.”

Tourism Australia will target three new secondary cities in China – Qingdao, Chengdu and Chongqing – in a move which will accelerate its existing geographic strategy of targeting that country’s fast growing secondary cities.

“Working alongside our State and Territory tourism partners, our initial focus will be to establish a solid distribution platform, including educating and training up a qualified base of travel agents, airlines and operators able to confidently sell Australia. Once this is in place, we will roll out our There’s nothing like Australia campaign, which is already performing strongly in other cities in China where we have already established a stronger presence,” Mr McEvoy said.

The new campaign creative launched in Shanghai in June has been viewed online more than 20 million times in Greater China alone.

Part of the Fund will also go towards strengthening Tourism Australia’s ongoing efforts to rebuild the Japanese market, which is showing signs of a return to growth off the back of strong marketing and an improved aviation environment. Plans include developing a There’s nothing like Australia-themed broadcast initiative to engage with Japanese consumers and encourage them to travel to choose a holiday in Australia.

In line with its ongoing commitment to market Australia with ‘one voice’, Tourism Australia will seek to partner with third parties, including State and Territory Governments and private tourism enterprises to maximise the impact of Fund.

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Posted by on 20/08/2012 in Tourism News

 

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Emirates plans three new destinations


Emirates is embarking on a major expansion of its route network with three additional destinations to be launched in the next six months, on top of the 12 new routes already being rolled out in 2012.

From 1st November, Emirates will launch four weekly flights to Adelaide, rising to a daily service from 1st February 2013. Adelaide will be the airline’s fifth destination in Australia, currently served with 70 flights per week.

The airline’s current double-daily service to Perth will grow to 19 weekly flights from 1st December, becoming a triple daily operation from 1st March next year.

The French city of Lyon will be added to the Emirates’ network from 5th December, the carrier’s third point in France after Paris and Nice. Emirates will operate five weekly flights to this vibrant economic and tourism centre of south eastern France.

From 6th February 2013, Emirates will begin flights into Poland, where recently the World bank predicted the highest economic growth in the Central and Eastern European region. The airline will operate a daily service to the capital, Warsaw.

Emirates, one of the fastest growing airlines in the world, has launched nine new destinations so far in 2012; Rio de Janeiro, Buenos Aires, Dublin, Lusaka, Harare, Dallas, Seattle, Ho Chi Minh City and earlier this week Barcelona.

Lisbon will launch on 9th July, Erbil follows on 12th August and Washington comes on board as of 12th September.

 

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