FED:Tourism prepares for the Asian century

AAP General News (Australia)
12-06-2011
FED:Tourism prepares for the Asian century

By Tony Bartlett, AAP Tourism writer

SYDNEY, Dec 6 AAP - A new blueprint for Australia's tourism industry has been unveiled,
which sets out how to capitalise on growing demand from Asia.

Federal Tourism Minister Martin Ferguson says the fresh plan sets a course for industry
and governments to work together to make the most of "the Asian century".

"Tourism 2020, which has been endorsed by all state and territory tourism ministers,
brings the work, research and collaboration between the industry and governments into
a single plan which links tourism supply with demand," Mr Ferguson told AAP.

The new plan integrates the National Long-Term Tourism Strategy with the 2020 Tourism
Industry Potential, which aims to double overnight tourism expenditure to as much as $140
billion by the end of the decade.

Mr Ferguson said Australia will never abandon its traditional markets of North America
and Europe, which are facing tough economic challenges.

"But we have to accept that opportunities for the next five to 10 years for real growth
will come from Asia. It's the Asian century.

"We've got terrific growth, over 26 per cent out of China in the last 12 months, tremendous
growth out of Malaysia and Indonesia, and India's there with a growing economy of 7.8
per cent."

The minister said market opportunities have to be seized when they're available and
the updated plan is all about lifting productivity, innovation and quality.

Tourism Australia (TA) is now spending one-in-five of its marketing dollars in China
to capitalise on the country's incredible tourist potential, and that will increase in
the years ahead.

But Mr Ferguson warned the way we do business has to keep pace with technology, with
only 35 per cent of Aussie tourism businesses currently accepting online payments for
instant confirmation bookings.

"That's where people do their research and that's where they want to make their bookings
and that's one of the key opportunities of the long term tourism strategy - going with
the times, online is the future."

AAP bart/af/afr

KEYWORD: TOURISM STRATEGY

� 2011 AAP Information Services Pty Limited (AAP) or its Licensors.