Ecotourism Australia Seeks High-Value Visitors
By Vittorio Hernandez | October 10, 2012 11:40 AM EST
To develop a more profitable tourism industry, Ecotourism Australia Chief Executive Kym Cheatham pushed for more focus on high-value visitors instead of just increasing the number of tourists.
"It is time to reinvent Australian tourism, rather than rehash the reasons for the protracted downturn we are stuck in. The endless pursuit of growth in numbers is a hollow ambition, with mass tourism bringing profitless volume," Newsport quoted Ms Cheatham who will take part in the Global Eco Asia Pacific Ecotourism Conference in Cairns next week.
Instead of just growing the number of arrivals, she said the country's tourism sector should develop financially viable, environmentally sustainable and culturally responsible tourism products by working with smaller regional tourism operators and communities.
She pointed out that other Asian nations such as Malaysia, Cambodia, Korea, Vietnam and Indonesia are benefitting from ecotourism which could also be done in Australia.
"Australia is one of the most desired landscapes in the world, with unique native flora and fauna and an indigenous culture that resonates with visitors from around the globe. I think we can take the inspiration from South Africa which doesn't apologise for the cost involved in high quality safaris. It's about focusing on the experiences that are unrivaled that people will travel for at any cost," Ms Cheatham said.
She made the suggestion on the same day that Tourism Australia inked a $14-million agreement with Emirates, a major Middle Eastern airline, to help sell Australia to the world. The campaign targets tourists from Europe who fly Emirates through the air carrier's Dubai hub, particularly those from the United Kingdom, Germany, France and Italy, as well as visitors from New Zealand.
Emirates, which flies more than 30 destinations in Europe to Australia through Dubai, entered into a three-year deal that will include traditional marketing campaigns, digital promotions, events and sponsorships. Emirates has 70 flights weekly to Australia, including 21 to Sydney and Melbourne, 14 to Brisbane and 14 to Perth.
The deal is subject to regulatory approval for Emirates' codeshare agreement with Qantas beginning April 2013 in which the Australian carrier will have stopover to Dubai instead of Singapore for its London trips.
To contact the editor, e-mail:
Most Popular Slideshows
- Flight MH17 Attack: Russians Claim 'Putin A Terrorist,' Memorial at Dutch Embassy Overflows [PHOTOS]
- Typhoon Rammasun Claims 18 Lives in China, Incurs $4.32B Losses (PHOTOS)
- Ellen DeGeneres Caught Cheating with Mutual Friend Before Portia de Rossi’s Rehab – Reports [PHOTOS]
- Malaysia Airlines MH17: Vital Black Boxes Finally Land in Hands of Malaysian Authorities, Rebels Announce Ceasefire (PHOTOS/VIDEOS)
Join the Conversation
- Australian Stock Market Report – Midday July 23, 2014
- Australian Stock Market Report –Afternoon July 24, 2014
- Major European & U.S. Airlines Cancel Flights to Israel after Rocket Attack on Tel Aviv Airport
- Australian Stock Market Report – Midday July 24, 2014
- Alibaba Okays Yahoo Request to Sell 140 Million Shares Via IPO, 68 Million to Be Sold to Shareholders
- Samsung Galaxy Note 4 Apps Leak Online, Five Fresh Features to Expect from the Android Smartphone
- Moto 360 Price Speculations, Key Features, Strategic Release Date, Design: A Watch That is More Than Just Time
- Windows Phone 8.1 Update Rollout: 20 Nokia Lumia Phones Eligible and 13 New Features to be Added
- Three New Moto G Successors Spotted in FCC Document Dubbed Moto G2, Moto M and More --Reports
- HTC Google Nexus 8 Release Date Imminent with New Nexus 7 Deals, Two New Tablets Soon
- iPad Air 2 Release Date Will Skip IGZO Panel; To Rollout with Super-Slim iPad Mini Air
- Upcoming iPad Mini 3 Could be 30% Thinner and Likely be Called iPad Mini Air; Apple Q3 Results Show 9% Decrease in iPad Sales