TOURISM Australia will receive A$12.5 million (US$12.8 million) for the second tranche of the government’s Asia Marketing Fund by July 1, an amount dedicated to growing Asian footfalls during the 2013/2014 financial year.
Speaking to TTGmice e-Weekly in an interview, Andrew McEvoy, managing director of Tourism Australia, explained that the fund was a percentage of the Passenger Movement Charge. “So the more people travel, the bigger the fund will get,” he said.
The Asia Marketing Fund comes on top of Tourism Australia’s overall budget for destination promotion across the world.
According to McEvoy, part of the second phase of funding will be used to “up the ante on business events in Australia”.
He said: “We will invest some of the money into doing what we do well in this business events sector. That means the usual trade shows, road shows, but more importantly, efforts to get planners to come to Australia. We will be doing familiarisations bigger and better.
“We have Dreamtime (a premier incentive business showcase) at the end of this year (in Melbourne), and we will do that exceptionally well. We will have 125 (MICE) buyers from around the world, a lot of them – perhaps half or a little more – will be from Asia.”
The fund will also be used on “aviation attraction or aviation partnerships” across Asia to create more air access from the region into Australia.
Tourism Australia’s efforts to attract more Chinese leisure and business travellers will get a financial boost too.
McEvoy said: “We undertook last year our second-tier city strategy in China. We have been very active in 11 cities around Beijing, Shanghai and Guangzhou. This year we’ve gone into Chengdu, Chongqing and Qingdao. A good example of our success is Sichuan Airlines’ launch of its first direct flight from Chengdu to Melbourne. That will really help to open up the rest of the country directly to Australia.”
Meanwhile, Tourism Australia has beefed up the Business Events Australia website (www.businessevents.australia.com) with an intensive library of business events case studies. Featured events include the 51st Annual International Conference of the Society of Petrophysicists and Well Log Analysts which took 623 attendees to Perth in June 2010, and the 9th World Indigenous Women and Wellness Conference in Darwin which was attended by 560 delegates.
“We are using advocates to tell our story. We are letting other people tell our story because they will tell it almost more passionately and through different eyes,” he said.
