AUSTRALIAN TOURISM EXPECTATIONS HIGH FOR 2001

The Australian tourism industry is preparing for a record year with an additional 400,000 international tourists forecast to visit Australia in 2001, Australian Tourist Commission, Managing Director John Morse said today.

Speaking at the Australian Hotel Association’s (AHA) National Accommodation Forum, Mr Morse said the Australian tourism industry would begin to reap the rewards of the Olympic Games.

“2001 is the year when the Australian tourism industry will begin to cash in on the world wide publicity generated by the Games,” Mr Morse said. “However, this will only occur if the industry continues to be proactive and aggressively promotes Australia in our key tourism markets around the globe.

“Revised forecasts predict that international visitor numbers to Australia will grow by 8.3 per cent this year to 5.2 million visitors - double the number of visitors Australia received in 1992.

“Australia received a record 4.8 million international visitors in the Olympic year and the industry expects to keep breaking visitor arrivals records this year.

“The response from the Games has been immediate with international visitor arrivals to Australia growing strongly in the last three months of 2000 and forward holiday bookings for the next six months are also strong.

“Translating the exposure generated by the Games will be the key focus for 2001 along with planning for the future inbound tourism growth to Australia over the next ten years.”

Mr Morse said the forecast growth in international arrivals was not a certainty, with talk of slowing economic conditions in several key markets and the industry must prepare for a number factors which could impact on growth prospects in 2001.

“The softening Australian dollar, increasing advertising costs in overseas markets and the trend towards more frequent and shorter holidays could impact on the growth of inbound tourism to Australia over the next twelve months,” he said.

“In addition, the industry will also have to prepare for the continuing rise in travellers in older age groups, continuing changes in technology, air travel to Australia and the increased price competition from rival destinations.”

Mr Morse said the ATC was implementing strategies around the globe to help grow Australia’s market share in key tourism markets and ensure the forecasts are realised.

“Continual growth in visitor arrivals is forecast from Australia’s key tourism markets including New Zealand, North America and Japan as well as markets in Europe and Asia,” he said.

“New Zealand, Australia’s number one tourist market is expected to deliver 804,000 visitors this year. The ATC’s focus will be promoting new tourist experiences and segments such as self drive holidays and adventure travel to build repeat visitation for Kiwis to Australia.

“Visitor arrivals from Japan are forecast to grow by around three per cent this year to 720,000 visitors. The challenge for the industry is to maintain the growth in visitor arrivals experienced in 2000 and to counter competition from other short haul destinations.

“In Japan, ATC activities will include a campaign with Qantas to target the New 50s segment and another campaign with Japan Airlines aimed at reigniting Australia’s popularity with the experienced female traveller.

Mr Morse said visitor arrivals from North America are forecast to strengthen in 2001 with 540,700 visitors expected from the US (up 10.8 per cent on 2000) and 98,300 visitors from Canada (up 10.5 per cent).

“Interest and awareness in Australia has reached record levels in the US following the Olympic Games,” he said. “ATC will continue to roll out price driven advertising campaigns in North America to convert the record exposure into visitor arrivals.

“The overall outlook for visitor arrivals from Europe is also positive, with the UK remaining the most important market (611,700 arrivals, up 9.2 per cent) followed by Germany (170,900 visitor arrivals forecast, up 12 per cent).

“The ATC is undertaking a major review on Brand Australia in Europe to determine the key motivating factors for European travellers to Australia. The new ad campaigns in Europe will be based on these findings.

“These advertising campaigns have already begun in the United Kingdom, Germany and France with research underway in Italy, Sweden, Switzerland and the Netherlands.

Mr Morse said visitor arrivals from Asia were forecast to grow by 12.5 per cent to 1.5 million visitors in 2001 despite ongoing fragility and uncertainty in consumer confidence in some markets.

“ATC’s activities in the region will focus on repositioning Australia as a short to medium haul destination for Asian visitors,” he said. “Our advertising and promotional campaigns will also focus on developing a greater awareness of Australia’s different regions and holiday experiences.

“ATC activities will include price and product driven advertising campaigns in Hong Kong, Taiwan, Singapore and Malaysia, which will highlight the experience of a holiday rather than traditional icons alone as well as initiatives to increase business and event travel to Australia.

Mr Morse said the ATC’s Internet site, australia.com would play an increasingly important role in promoting Australia around the globe.

“The Internet provides unprecedented opportunities to provide customised information to consumers in all our tourist markets, which is critical to converting interest in Australia into actual travel.