Expectations high for Australian tourism boom this 2010

Monday, 18th January 2010

Since the Severe Acute Respiratory Syndrome (SARS) pandemic hit Australia in 2003, tourist arrivals in the country have grown gradually. However, a recent government report estimates that the arrivals have dropped significantly by 2 per cent over the years to only 5.33 million in 2009.

As the Australian Dollar becomes stronger over other major foreign currencies, the local tourism industry has been hit by decreasing price competitiveness from the country’s key source destinations, including New Zealand and the UK. In addition, discretionary travel spending is now being reined by many tourists and business travellers.

Last year, the introduction of discounted air tickets had helped the industry, as it encouraged consumers to avail of the tickets on sale. However as the global oil prices went up, the trend put pressure on the airlines’ revenues.

Currently, Australia’s tourism officials do not expect that the H1N1 virus would have any foremost impact on the country’s tourism. This year, a report estimates that tourist arrivals will be up once more at 5.46 million and will reach the 6.30 million mark by the end of 2014.

According to Trade Minister Simon Crean, the Australian government is now planning to create a new brand targeted at boosting Australia’s tourism. The government will be spending US$20 million until 2013 for the new marketing campaign. Australia had previously spent in 2008 an estimated US$2.4 billion just for tourism campaigns.

Most of the foreign tourists going to Australia come from Asia-Pacific, Europe and North America. New Zealand is the country’s largest market, followed by Japan and China.

← Heavy snowfall in Wales disrupts transport and school
→ UK suspends all flights from Yemen
↑ January 2010 news index

Compare Airport Parking & Hotels