Three of Australia’s largest markets in Asia – Singapore, Malaysia and India, are soon to learn why There’s nothing like Australia. From today, new campaign content is available on the Singapore, Malaysia and India Australia.com portals, and will be followed by the new broadcast ads, print and digital advertising.
The Minister for Tourism, the Hon Martin Ferguson AM MP, said the roll out of the campaign to key traditional and emerging Asian markets will help secure Australia’s share of visitors from Asia. “Singapore and Malaysia are two of Australia’s top ten markets in terms of arrivals and with over 550,000 arrivals to Australia combined in the 12 months to May contributing around $2.3 billion in 2011 to Australia’s tourism industry. “While China is a fast growing source of tourists and a key focus of our marketing efforts, it is important that in this Asian Century we continue to promote Australia in traditional Asian markets such as Singapore and Malaysia.” “It is also important the Australia focus on growing our share for key emerging tourism markets with long term potential for growth such as India”, Minister Ferguson said. From today, the new campaign also rolls out in the emerging market of India with print, digital, billboards and broadcast advertisements in Delhi and Mumbai.
India is a market with immense potential and is growing quickly with 68,300 visitors to Australia to May 2012 this year, an increase of 5.2 per cent on the same period last year,” Minister Ferguson said “I recently reconfirmed our commitment to this market by launching the India 2020 Strategy, a strategy which will help the India market reach its growth potential to be worth up to $2.3 billion by 2020”. “The Government’s $48.5 million Asia Marketing Fund dedicated to marketing Australia to Asian consumers will further boost Tourism Australia’s ability to attract more visitors from some of our largest and fastest growing markets.” Tourism Australia’s There’s nothing like Australia campaign was launched in China on 4 June 2012 and has already rolled out in the United States, the United Kingdom and Australia.
(Excerpt from recent updates to the Minister for Resources and Energy, Minister for Tourism Website 31 July 2012).