VOYAGES Indigenous Tourism Australia, which operates the Ayers Rock Resort in Northern Territory, is making an unprecedented push to grow its Asian client base with a week-long line-up of roadshows in Hong Kong, Taiwan, Singapore, Guangzhou and Shanghai.
Speaking to local travel experts at its inaugural roadshow in Singapore yesterday, Voyages’ executive general manager for sales and marketing, Ray Stone, said: “In the last two years, we’ve noticed a steady growth in visitors from Asia to Ayers Rock Resort. China, in particular, has become more significant, alongside Hong Kong, Taiwan and Singapore.
“Between July and October this year, the number of Chinese roomnights grew by a dramatic 79 per cent over the same period in 2011, albeit from a smaller base of 3,000 to 4,000 visitors. In contrast, we have about 10,000 visitors from the UK per annum.”
While the UK, Germany, France, the US and Japan remain the resort’s primary sources of international guests, Stone emphasised the need to actively target emerging markets in Asia.
“However, considering that we are not a mass market product, we are looking to target Asians who have been to Australia before but are now looking for something different and unique. Essentially, we are keen to attract individuals who are keen to explore the spirituality, art and culture associated with Ayers Rock and the surrounding region,” said Stone.
To encourage Asians to visit Ayers Rock and the resort, the destination needs to develop an identity that resonates with Asian travellers, he pointed out.
“We are trying to achieve this on a rather limited budget, and as such, have chosen to focus on educating and forging partnerships with travel experts and on generating publicity through the web and social media platforms.”
Ayers Rock Resort consists of six accommodation options, including the ultra-luxurious Longitude 131˚ tents; the newly refurbished five-star Sails in the Dessert; four-star Desert Gardens Hotel; Emu Walk Apartments; economy Outback Pioneer Hotel & Lodge; and Ayers Rock Campground, which houses a maximum of 2,000 people.
