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ATEC emphasises the need for positive messages to international tourists
The Australian Tourism Export Council (ATEC) advises that a positive campaign highlighting that Australia is ‘open for business’ needs to be at the core of Australia’s bushfire recovery initiatives.
A survey of the inbound tourism industry has revealed that the overall status of forward bookings has softened significantly compared to this time last year with an estimated $4.5 billion impact on the industry.
ATEC Managing Director Peter Shelley explains “ATEC undertook a survey of its members who represent both Australian based tourism businesses as well as Inbound Tour Operators - the people who sell Australian travel in-market - with 70% of respondents recording significant cancellations of travel to Australia by internationals.
“The value of cancellations on individual tourism businesses and inbound tour operators managing itineraries for travellers range from $5000 to $500,000 with significant impacts seen across key inbound markets with US, UK, and European inbound markets being the most impacted.
“International visitors are cancelling because of fears around air quality, safety and the impact fires have had on our tourism offering as well as a lack of certainty on how long it will take for us to recover, so the sooner we can communicate a strong, positive message, the better.
“The bushfires have impacted at a significant time for international bookings, with the booking window for around 50% of UK, European and US travellers typically captured from these markets between December and the end of February.”
ATEC has estimated that tourism will see at least a 10% decline in international visitor numbers which will make a significant impact on Australia’s $45 billion tourism export industry.
Shelley added “timing is of the essence in implementing a campaign of positive images and messages to regain consumer confidence, especially in these markets, before this traditional booking window closes.
“This will give us an opportunity to partially reduce the economic impact on the industry.
“There is no doubt our industry will take a hit, what we need is a clearly defined, well-resourced and expertly executed recovery strategy starting right now in order to stem the flow of cancellations and regain the confidence of intending international travellers.”
ATEC is getting behind the industry by promoting products around Australia that are open for business and ready to welcome international visitors through its social media campaign #bushfirebounceback.
Image of Nitmuluk National Park. Credit James Fisher and Tourism NT.
9th January 2020 - Bushfires have massive impact on Australian tourism industry
28th November 2019 - ATEC recognises outstanding industry achievements for 2019
29th November 2019 - Queensland Government targets Europe with new tourism marketing blitz
16th November 2019 - New tourism opportunity for Kangaroo Island
30th October 2019 - Tourism Australia launches new campaign ‘Come Live our Philausophy’
23rd October 2019 - Domestic market sustaining tourism performance
4th October 2019 - ATEC launches program for WA tourism operators hosting Japanese visitors
19th November 2018 - Tourism leaders gather in Darwin for ATEC’s Meeting Place
28th July 2018 - ATEC sees continued need to keep getting inbound tourism right
10th May 2018 - ATEC welcomes budget boost for regional tourism
26th November 2017 - Tourism Export Industry Awards announced at ATEC’s annual Gala Dinner
21st August 2017 - ATEC announces major new Chinese Tour Guide Training Project
2nd February 2017 - ATEC flags tourism as Australia’s best export asset
6th April 2016 - ATEC launches new program to boost inbound tourism
31st August 2015 - ATEC backs Export Market Development Grants
28th October 2014 - New ATEC Chair to drive $30 billion tourism export industry
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