Promoting Australian Holidays to Asia

Tourism Australia is set to receive an initial $61.0 million over four years to promote Australia to growing markets in Asia as a premium holiday and business travel destination.

The new Asia Marketing Fund is in addition to Tourism Australia’s $530 million in funding over four years to market Australia domestically and internationally.

In less than a decade, it is estimated that there will be 100 million outbound trips undertaken by people from China each year. This investment will help ensure Australia is their destination of choice.

The Asia Marketing Fund will be ongoing through the Passenger Movement Charge which is levied on travellers when they depart Australia.

Australia will also be hosting the meeting of the Group of 20 (G20) in 2014, which will bring with it significant business tourism.

This international event is expected to attract world leaders and its associated media coverage will lift the profile of Australia and the yet-to-be-determined host city.

Some of Australia’s pre-eminent cultural tourism attractions including the National Gallery, National Library and the National Museum are also benefiting from the 2012–13 Budget, with $39.3 million over the next four years to expand their programs and collections.

These new measures are in addition to initiatives being implemented under the Tourism 2020 strategy, aimed at enhancing industry growth and competitiveness and increasing overnight visitor spending to $140 billion by 2020.

The Australian tourism industry is the eighth largest in the world in terms of expenditure and it employs 500,000 Australians. The 2012–13 Budget reaffirms the Gillard Government’s commitment to addressing skills and training, innovation, quality and investment in tourism products.

Together with the Australian tourism industry, the Gillard Government is ensuring Australia continues to be a premiere holiday and business tourism destination.