The Australian Government is heavily investing in tourism, where on March 22, 2022, it announced a A$60 million (US$44.7 million) funding boost in tourism. Tourism Australia will also receive a coffer boost of A$45 million over the next two financial years to help bring international guests back to regions hit hardest by international border closures.
A third round of funding – part of a previously-implemented Consumer Travel Support Program – was also released in March 2022. This provides A$75.5 million in targeted support and is open to eligible travel agents and tour providers who are supporting consumers to rebook their travel using existing Covid-related travel credits.
When asked how business looked like at the start of 2022, regional general manager, South & South-east Asia, Tourism Australia, Brent Anderson told TTG Asia: “All the indications we received have been positive. Our recent insights show that monthly flight searches and bookings to Australia rose with news of the return of international travel.”
For example, the top performing market during the week ending March 20, 2022, was Singapore, which showed a 93 per cent increase when compared to the same week in 2019.
Although searches from other top markets such as the UK, Germany and India were not as dramatic, Anderson indicates that “recovery won’t happen overnight”.
He remains optimistic that the industry is “heading in the right direction”.
Carolyn Smith, general manager of the new Courtyard by Marriott Melbourne Flagstaff Gardens, shares the same optimism.
“It’s going to take some time for the industry to rebuild and return to pre-Covid levels of trade, but we’re very optimistic and buoyed by the positive signs that traveller confidence is growing.”
Help is also available at the local level, Smith shared, stating that the Victorian government and City of Melbourne are also offering attractive incentives, including travel and dining rebates, to encourage visitors back to the city for work and play.
Currently, forward bookings for the hotel look healthy, thanks to several other major events and sporting spectacles on the calendar. In fact, all rooms were sold out during the F1 Grand Prix period from April 8 to 10.
To stay top-of-mind in key markets, Tourism Australia has been rolling out fresh marketing campaigns, as soon as borders reopened on February 21, 2022.
Anderson said the existing Come and Say G’Day – Australia is Yours to Explore campaign, which launched in Singapore ahead of Australia’s reopening, will be rolled out in other Asian markets such as India, Malaysia, Indonesia, South Korea, Japan, and Greater China “as travel reopens”.
Meanwhile, the Come and Say G’Day – Don’t Go Small. Go Australia campaign will run in Western markets including Germany, France, Italy, Canada, the US and the UK.
“These campaigns are just the first step in a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in 2H2022,” said Anderson.
When asked for Australia’s projected recovery for 2022, he told TTG Asia: “Based on the travel patterns to destinations that have opened before us, we expect that inbound travel will recover quickly up to about 40 to 50 per cent.”
With over 20 years of leadership and experience in strategy and operations across a number of leading media, advertising, and consumer-facing companies under his belt, Goldberg will return to the travel sector to innovate within the industry and leverage the platform’s reach and community trust. He foresees many opportunities to create value for travellers and partners alike.
Meanwhile, Bridge brings with her a depth of experience and knowledge having held various leadership positions during her eight years with IHG Hotels & Resorts.
Pattaya is poised to reclaim its status as one of Thailand’s top tourism destinations as the country progresses toward full reopening, opine industry insiders who draw their confidence from the city’s rebranding as a leisure all-rounder.
“The only way is up for Pattaya now,” said Matthew Fryar, general manager of Avani Pattaya, one of the city’s premier luxury properties.
“Things have been rough during the pandemic – as they have been everywhere in Thailand – due to the lack of international arrivals and restrictions on entertainment. But Pattaya has been refining its brand for a long time to give it broader appeal and that stands it in great stead as we move forward,” he added.
The rambunctious seaside destination – a long-term favourite for tourists due to its proximity to Bangkok and its wide selection of hotels, restaurants, golf courses, and other leisure options – has undoubtedly had a challenging time during the pandemic.
Pattaya was the birthplace of mass tourism in Thailand and was especially popular with Chinese groups before the global health crisis, with some estimates putting monthly arrivals from China at around 800,000 per month at their peak.
International arrivals have been limited for much of the last two years. Thailand’s ongoing nightlife ban and its restrictions on restaurants and other venues, meanwhile, have had a devastating impact on the city’s vital entertainment sector.
However, with restrictions easing within the country and Thailand dropping entry requirements such as PCR tests for international arrivals, Pattaya is set for tourism recovery. The destination is also poised to reassert its appeal as a popular spot for Indian weddings and corporate events.
“Pattaya’s vibrancy and uniqueness put it in a strong position to bounce back from the pandemic,” said Vitanart Vathanakul, CEO of the Royal Cliff Hotels Group and Pattaya Exhibition and Convention Hall (PEACH).
Indeed, Pattaya insiders point to several factors working in the destination’s favour moving forward – not least attempts by city authorities led by mayor Sontaya Kunplome to improve infrastructure and spruce up popular areas such as the main beach.
The mayor has invested in a “Neo” or New Pattaya, a business and leisure hub with smart capabilities modelled on destinations such as Miami, Singapore, and Abu Dhabi.
Attention has been drawn to beach renovation projects, ring roads, the Bali Hai pier transformation, and the upcoming high-speed rail link to Bangkok as examples of a Neo Pattaya generously funded by Thai and foreign investors in the three-province Eastern Economic Corridor (EEC).
Several prominent international businesses are already investing in the EEC, and more are planning to join. The ultimate goal is for the EEC to be an innovation hub that will fuel Thailand’s economy.
“These developments will elevate Pattaya as a MICE-destination and bring in more interesting events and conferences,” Vitanart told TTG Asia.
While the future looks set to bring remarkable changes, the evolution of Pattaya as a destination is already noticeable. On North Pattaya Road, the retail landmark Terminal 21 opened in 2018. Forthcoming highlights, meanwhile, include the world’s first Columbia Pictures Aquaverse, a major waterpark.
“The pace of change is remarkable,” added Fryar, whose own hotel, Avani Pattaya, is located in the nerve centre of Pattaya along the cleaned-up Beach Road. “Traditional businesses have been supplemented by lifestyle cafes, smart beach clubs, and new malls such as Terminal 21. New family attractions are opening all the time. All of this is forcing the destination to evolve.”