Restaurant Australia Campaign: New Hope for Tourism Australia

Tourism Australia recognized Australia as one of the world’s leading destinations, under Tourism Australia chief, Andrew McEvoy’s leadership. According to surveys conducted by leading travel global magazine Conde Nast, Australia constantly ranked as one of the top three most popular destinations since 2010.

Andrew McEvoy, Tourism Australia chief, in his final public address, ended his four-year term by predicting the lower dollar, combined with an intensive marketing campaign to promote Australian food and wine, can enhance international tourism to Australia during 2014 and after.

The country experienced modest growth of international tourism arrivals, in spite of the strength of the Australian dollar throughout most of 2013. And much of this growth came from China – a market which developed by 20% in 2013. China is Australia’s second main source market, and financially it’s most productive. Rising demand from Asia’s promising middle class has been the main stay of inbound growth.

Though a sharp drop in Chinese tourist influx to Australia in November 2013 was an alarm to Australia’s tourism industry. The unexpected drop in arrivals may be response to Beijing’s latest China Tourism Law. The law restricts activities of Chinese-based shopping tour operators who offer popular low budget “shopping tours” to several destinations as well as Australia. On the other hand, it may spark a longer-term trend. Tourism Australia needs to improve the diversify of its international marketing.

Tourism Australia hopes to strengthen marketing campaign designed to oppose the widespread perception of Australia as a costly destination by focusing on the desirability of its food and wine. Tourism Australia research showed that after safety and value for money, good food, and wine was a strong inspiring factor for tourists to visit a destination.

Late last year, Tourism Australia launched Restaurant Australia as a key element of its broader “Nothing Like Australia” marketing campaign. The focus of Restaurant Australia campaign will be on the fresh ingredients, exceptional seafood, and the culinary and ethnic range of Australian food and wine available in Australia’s major cities and throughout rural and regional Australia. The Restaurant Australia campaign is likely to provide a much-needed boost, attracting tourists to sample advanced Australian fare.