TA extends Asia push

TA extends Asia push
By admin


Tourism Australia has extended its push in Asia, but industry groups remain divided on the campaign’s impact on business events.

Tourism Australia will inject a further $8.5 million into Asia this year as it draws the first tranche of cash from the Asia Marketing Fund. Second tier Chinese cities will form a part of the push, which will be worth up to $48.5 million over four years.

With second tier cities representing a largely untouched market, managing director Andrew McEvoy said the initiative will position TA as a “pioneer” in marketing and distribution to China.

“These cities are not seeing much in the way of marketing from other destinations [and are] potentially more fertile ground and are less competitive,” he said.

While there is no dedicated focus on business events, a TA spokesperson told The Nibbler that business events will leverage off the initiative, similar to the current ‘There’s Nothing like Australia’ campaign.

But Business Events Council of Australia executive manager Inge Garofani was less optimistic.

While the campaign could help raise the profile of Australia on the world stage, she conceded it would have limited benefits of the MICE industry.

“We are very pleased that the government is working towards strong marketing with our closest and growing markets, but without a business events focus, the overall destination sell will not have a great impact for business events,” she said.

Garofani insisted that tourism and business events were separate entities with limited cross over.

“People will not necessarily see tourism marketing as connected to hosting business events. The message is very different,” she said. “If it isn’t focused on business events, it will not have a significant impact on building the business for us,” she concluded.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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