Australia Targets "Asian Century"

Tourism Australia is targeting tourists from Asia with a new Asia Marketing Fund worth A$61 million over four years. Asia is expected to deliver 2.5 million visitors to Australia in 2012.

“Tourism Australia continues to approach its international marketing activity with a balanced portfolio approach, where traditional markets such as the United Kingdom and USA remain important, but nobody can deny that the opportunities that lie before us are in this Asian Century,” said Geoff Dixon, chairman of Tourism Australia. “With this new dedicated fund, we now have an unprecedented opportunity to further drive both existing campaign activity and new marketing efforts across our fastest growing and most valuable inbound visitor markets.”

Tourism Australia Managing Director Andrew McEvoy said the new funding, representing 10 per cent of the increased amount of the Passenger Movement Charge (PMC), would allow it to significantly increase its media spending and more effectively reach consumers – key to Australian tourism delivering on its Tourism 2020 goals of doubling overnight spending to up to A$140 billion by the end of the decade.