2002 - 2003 Annual Report - Tourism Australia

Eastern
Hemisphere
Overview
The Eastern Hemisphere markets include Japan, South East Asia – covering Indonesia, Malaysia, Singapore,
and Thailand, and North East Asia – covering Hong Kong, China,Taiwan, Korea and The Philippines.
While these markets have proved to be volatile, they have recovered well, despite the challenges created
by international conflict and SARS.The first eight months of the year from July to February showed positive
results and indicated that consumer confidence in travel was starting to rebound following the effects of
September 11 the previous year.
High repeat visitation from Asia (not including Japan) means that the ATC must communicate new reasons
to visit, which was achieved through presenting varied holiday options such as soft adventure, cosmopolitan
experiences and selling Australia as a ‘short break’ destination.
Once the signs appeared that consumers were again ready to travel, the ATC launched an extensive
recovery campaign in Singapore, Hong Kong, Korea, Malaysia, China,Taiwan and Japan under the theme
of ‘Australia – You’re Welcome’.
This activity comprised public relations, destination branding and promotions, and positioned Australia
as a friendly and welcoming country.
A key development in this region has been the strong engagement with industry and government with the
formation of formal working groups.These include the China Joint Monitoring Group, the Japan Tourism
Implementation Group and the Australian Tourism Export Council Japan and Asia Policy Panels.
Business tourism, largely based on promoting Australia as a destination for employee incentive programs,
was a strong segment for Australia in Thailand and Taiwan. A range of promotions and trade activities were
conducted to increase awareness of Australia among corporations in these countries.
Airline capacity remained a key issue throughout the year, with airlines reducing flights from the region and
overall seat availability from March-June. A key challenge facing Australia will be to build back these services
in line with demand. Charter operators from Japan and Singapore will continue to provide some respite
from capacity shortfalls during peak periods.
The year ahead
Industry relationships remain critical to the ATC’s success. In the year ahead, the ATC will continue to work
closely with operators and airlines on promotional activities and seek to improve our servicing of the
industry.
As airline capacity to Australia from Japan is restored by the end of 2003, Australia can expect incremental
growth towards the end of the year and beyond.
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