Home' Hotel Management : HM FEB 2017 Contents already in market together in the US. We also extended and deepened a number of other
important airline partnerships, including with Air New Zealand and China Southern
and our relationship with Virgin Australia continues to go from strength to strength.
More visitors requires more hotels and better tourism infrastructure. Our industry
recognises this and is actively addressing the issue, in significant part through the tourism
investment partnerships we have grown with Austrade, the states and territories and the
private sector over the past five years.
With strong international interest in investment in tourism assets in major
gateway cities and some 120 hotel projects currently in the pipeline, we’re well on
track to meet the industry’s Tourism 2020 target of up to 20,000 new rooms by the
end of the decade.
Building visitor demand for Australia through marketing remains at the heart of
what we do. The latest chapter in our ‘There’s Nothing Like Australia’ story, a push on
Australia’s world class aquatic and coastal experiences, was launched in January 2016 by
our ambassador Chris Hemsworth. The campaign contains the largest and most dynamic
range of assets we’ve ever created, including innovative use of 360 degree video and
virtual reality technology.
2016 also saw some major wins for Australia in the business events space. We saw
continued and growing interest from Chinese large-scale incentive groups. Amway,
Perfect China and Infinitus are just three such companies bringing their events – and
their need for rooms – to Australia in the next two years.
Meanwhile, major international association events have also seen demand for
accommodation grow. The 18th International Conference and Exhibition on Liquefied
Natural Gas (LNG18) saw over 7,000 attendees descend on Perth in April, whilst the
23rd World Congress on Intelligent Transport Systems brought over 10,000 delegates
and exhibitors to Melbourne in October.
This year is already looming as another great year of opportunity. Significantly,
2017 is the ‘Australia-China Year of Tourism’. This is a great chance for the industry
to leverage new Government policy settings, including the aforementioned open skies
agreement and the new 10-year multiple entry visitor visa.
In 2017, watch out too for next phase of our Restaurant Australia campaign – the
‘ World’s 50 Best Restaurants’ awards being held in Melbourne in April. We’ll be bringing
influential foodies and media from around the world, and making sure they get to sample
the best of our culinary offerings in each and every state and territory.
Youth will be a big focus for us in 2017 too, building upon the working holiday maker
campaign we started rolling out in October.
As it always the case, a key challenge for 2017 will be keeping up with rapid pace of
change within key markets – changing consumers, new trends and habits.
Brexit and the election of Donald Trump were reminders the global uncertainty that
surround our industry. I’m sure 2017 will have a few more surprises in store.
Last year, 2016, was a great year for Australian tourism,
by any measure. Record arrivals and spending saw an
acceleration in our progress towards our industry ’s
Tourism 2020 goals.
Fifteen of Australia’s top 20 major source markets
have achieved record levels of growth in the past 12
months, further evidence of why Tourism Australia
continues to pursue a balanced portfolio approach to its
China continues to be a powerhouse, with healthy
growth too from traditional and high volume markets such
as the UK, US and New Zealand, but a really pleasing
feature of 2016 has been a return to growth of previously
underperforming markets, such as South Korea and Japan.
Our strategy has always been targeting those markets
where we see the biggest future growth opportunities, and
this means keeping an eye on emerging markets, such as
Indonesia whose performance during 2016 bodes well for
2017 and beyond.
Latin America is another emerging region where we
see future opportunities. LATAM’s new Melbourne-
Santiago service, starting next year, will open up a critical
tourism gateway between South America and Australia.
As one of the airline’s main Latin American hubs,
Santiago provides great connectivity within Chile but also
to Brazil and Argentina.
Inbound tourism and aviation capacity are inextricably
linked, which is why Tourism Australia works so closely
with its airport, airline and state and territory tourism
partners to ensure supply keeps pace with demand.
International airline seats to Australia are growing
and the year ended on a high with our Government
landing a historic open aviation market arrangement
with China, removing all capacity restrictions between
the two countries.
More broadly, last year saw Tourism Australia work with
20 airlines, resulting in more than AUD$30 million dollars
being collectively invested in marketing Australia overseas.
I was really pleased to see our long-standing
relationship with Qantas reinstated in August and we are
30 HM The Business of Accommodation
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