08 June 2009

Tourism Australia: So where are you?

DUBAI ââ¬' Reaction to Tourism Australiaââ¬â¢s decision to close its offices in Dubai, Thailand and Taiwan continues to attract comment.

Gemma Greenwood, writing in Middle East Hotelier magazine under the headline Tourism Australia: So where are you? said, ââ¬ÅâœThe tables are turning for a tourism board that just a few years back, so boldly asked the world in itââ¬â¢s controversial advertising campaign, ââ¬ËœSo where the bl***y **** are you?ââ¬â¢

ââ¬ÅâœThis was a clarion call to the trade and consumers to visit Australia to see what they were missing and a sign that Tourism Australia meant business in terms of boosting its arrivals numbers.

ââ¬ÅâœIt was welcomed in the Gulf where carriers such as Emirates airline had invested so much time and effort in increasing frequencies and capacity from Dubai to Australiaââ¬â¢s major gateways.

ââ¬ÅâœNot only that, but it gave the travel trade a destination to really get their teeth stuck into and as a result, visitor numbers from the region have improved dramatically over the past five years.ââ¬~

Greenwood said it was no surprise, therefore, that TAââ¬â¢s decision to pull out of the GCC market, effective from June 30, which will see the Dubai office shut its doors, has ââ¬Åâœleft the trade reelingââ¬~.

ââ¬ÅâœFor airlines such as Emirates, which now flies to Australia 63 times weekly, soon rising to 70 weekly, with one of its A380s operating the Sydney route, this is a kick in the teeth,ââ¬~ she wrote.

ââ¬ÅâœOnce again the airline will be forced to foot the bill when it comes to promoting and advertising Australia given that the TA budget has been stripped right back.

ââ¬ÅâœTravel agents and tour operators feel somewhat left in the lurch ââ¬' and I donââ¬â¢t blame them.

ââ¬ÅâœThey like selling Australia ââ¬' but the mood wonââ¬â¢t last for long.

ââ¬ÅâœAs the saying goes, ââ¬Ëœout of sight, out of mindââ¬â¢, and as far as the GCC travel trade are concerned, it will be far easier to go back to selling the good old staples they know and love ââ¬' the UK, France and Austria, for example.ââ¬~

Read the full Middle East Hotelier story at http://hoteliermiddleeast.com/article-4539-tourism_australia_so_where_are_you/

• PRINT
• SEND TO A FRIEND
• SHARE

Post your comment

Your Comments

, be the first to post a comment.
Your email:

Your comment title:


Your comment:

Email other comments made to this story

5 characters