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New Campaign to Attract More Asian Tourists to Australia
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Tourism Australia has signed an agreement with airline Jetstar to spend $10 million on a marketing campaign to attract Japanese tourists to Australia and expand the brand's presence in Asia Pacific.
Under the agreement, Tourism Australia and Jetstar will each contribute at least AU$1.6 million per year over the next three years in joint promotional campaigns of marketing, digital and social media activities. The first AU$2 million will be spent in Japan before campaigns are rolled out in China, Indonesia, Malaysia, Singapore and New Zealand. It is said that markets covered by this agreement are critical to Australia achieving Australian tourism's goal of doubling overnight visitor expenditure to A$140 billion by the year 2020.
Managing Director Andrew McEvoy indicated that the agreement was an extension of Tourism Australia's ongoing focus in Asia but that it also represented a new approach to the Japanese market and working with airlines. Tourism Australia and Jetstar will work cooperatively to promote more affordable air travel and Australia's unique attractions with the aim of increasing the number of people travelling to Australia from Asian countries.
According to statistics, Japan has slipped from Australia's second to fifth largest source market for international tourists in recent years. The number of Japanese travellers has decreased dramatically since the earthquake and tsunami in March 2011. Just over 350,000 Japanese have travelled to Australia so far this year, a drop of 11 percent compared to the same period last year. However, with the launch of this campaign, Tourism Australia and Jetstar are showing their belief that this market has the potential to grow up to $3.3 billion in total expenditure by 2020.
The campaign comes as Jetstar launches Jetstar Japan next year, its new domestic low cost carrier. "Jetstar broke the mould in the Japan market with the launch of their low fare operations to Australia in 2007, which stimulated a new generation of travellers to visit Australia. With Jetstar Japan launching domestic services within the world's third largest economy in 2012, Australia will become more accessible than ever to holidaymakers from some of Japan's key cities," Mr McEvoy said.
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