2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
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South East Asia<br />
Overview<br />
Offices in the South East Asia region are responsible for marketing in Malaysia, Singapore,<br />
India,Thailand and Indonesia.<br />
Visitor arrivals from South East Asian countries recorded mixed results across the region as a result<br />
of the Bali bombing, Iraq war and SARS. However, there were signs of recovery once the World Health<br />
Organisation (WHO) lifted travel advisories for SARS affected countries in late May.<br />
Major marketing activities were initiated in Singapore and Malaysia throughout the year but some were<br />
postponed or cancelled in April/May.Throughout this period the ATC supported the region by regularly<br />
communicating information from official <strong>Australia</strong>n health authorities, reinforcing the message that<br />
<strong>Australia</strong> was not affected by SARS and continued to welcome all international visitors.<br />
Airline capacity from Singapore, Malaysia and Thailand continued to present challenges.The late booking<br />
patterns by consumers from these markets compared to the long-haul European traveller who book<br />
further in advance, resulted in a shortage of seats at certain times of the season.<br />
Business tourism was the key focus for Thailand.With the strong economy, a number of companies<br />
are now using travel to <strong>Australia</strong> as a reward for their staff and clients.<br />
Targeting the high socio-economic sector continued in India through public relations including<br />
the Visiting Journalist Program and media advocacy.<br />
The year ahead<br />
In an effort to focus on those countries where the ATC can make the most impact and deliver the best<br />
returns, a rationalisation of the ATC’s market presence was undertaken for the <strong>2003</strong>/04 financial year.<br />
In Singapore the ATC will be identifying and focusing on those segments that present the strongest growth<br />
potential. In India activities will focus on public relations and travel industry development through the Aussie<br />
Specialist Program.The focus in Thailand and Malaysia will be on providing travel trade support through the<br />
Aussie Specialist Program and targeted servicing of the industry.<br />
The ATC will have no direct presence in Indonesia, but will continue to service this market through other<br />
channels such as the Visiting Journalists Program.<br />
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