Tourism is a major component of regional and national economies across Asia. It is Thailand’s largest export and Australia’s number three.
Sydney is the most visited destination in Sydney and in Japan most international tourism dollars are spent in Tokyo. Bali is the tourism capital of Indonesia.
As incomes rise across Asia there has been an increasing supply of tourists, but also more countries, regions and cities vying for the lucrative travel market. Savvy towns and cities are increasing their appeal to international tourists, particularly the free independent traveller (FIT) market. This is largely done through positioning their brand in the market.
The Gold Coast in Queensland Australia is seeing an increase in visitors from Asia, in particular China and is promoting itself as a “playground” destination with its theme parks, beaches and shopping. Gold Coast Airport now has direct flights to Hong Kong, Singapore, Tokyo and Kuala Lumpur.
Regions such as Ubud on the Island of Bali are now drawing swathes of international travellers looking to experience a different side of Bali away from the traditional resorts of Kuta and Seminyak.
For regions, the best approach to work collaboratively. The Tasmanian Wine Association works on behalf of the wineries in the state to promote both tourism and the products produced. This collective approach increases the reach of the brand and messaging as well as the consistency of message that reaches the market.
The more synchronised the marketing approach taken, the stronger the marketing returns. At a corporate, regional, state and national level, all the players have a stake in the message and the results.
As more and more companies, regions and countries compete to increase their share of the travel market, it leaves little room for complacency in taking the message to market.