Roll out the barrel: Tourism’s in the money
Tourism funding is gaining momentum as an issue in Australia’s upcoming federal election.
The Labor government was first to show its hand, offering $40 million for the Australian Tourism Development Programme.
The Opposition immediately found about $28 million to boost tourism marketing and then trumped that figure with another $62 million,
Tourism & Transport Forum (TTF) managing director Christopher Brown said Australia had gone from a net exporter of tourism to a net importer of tourism in just a few years, and investing in marketing and new tourism products would help to reverse that situation.
“Australia’s tourism balance of trade peaked in 2001-2 with a surplus of $4 billion, but this financial year we’re expecting a deficit as high as $9 billion,†Brown said.
The Australian Tourism Export Council (ATEC) said the promised additional funding and focus would help secure the future of a sustainable inbound tourism industry for Australia.
“Many tourism operators, including some of our members, have struggled since the GFC wreaked havoc on our source markets,†said ATEC managing director Matt Hingerty.
One person who has not been impressed by Australia’s marketing of tourism is Virgin boss, Sir Richard Branson.
Sir Richard, visiting Australia last week, said he couldn’t understand why Australian tourism was not more successful.
In an interview with Business Spectator he said, “I’m sold on Australia and I think Australia’s a very, very easy sell.
“I’m surprised that the advertising people can’t get the message across.â€
Ian Jarrett
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