Australia to soon launch USD 20 million marketing campaign to boost its tourism industry

The Federal Government of Australia will soon launch a new marketing campaign worth USD 20 million to boost the tourism industry of the country. Of the USD 20 million, USD nine million will be invested by the Federal government and remaining USD 11 million will be invested by airlines and state and regional tourism board. The new marketing campaign will improve awareness about Australia in international markets; enhance visitor arrivals from Asia Pacific region along with stimulating business travel market. The focus markets for the campaign are: New Zealand, China, Hong Kong, Japan, India, Singapore, Malaysia, Indonesia and Gulf region.

According to Martin Ferguson, Tourism Minister, Australia; the country struggled with the challenges of swine flu pandemic and credit crunch, but performed better than other destinations as international visitors to Australia declined by one per cent, compared to an average of about four per cent around the world. Abhilasha Jain, Country Manager – India, Tourism Australia said, “In 2009, against the backdrop of a global economic downturn – with many major markets in recession, Tourism Australia