first_imgSource = e-Travel Blackboard: N.J Despite natural disasters and the strong Aussie dollar deterring travel down under, Australia is on track to double its annual overnight tourist spending to AU$140 billion by 2020.Speaking at the Australian Tourism Directions Conference in Canberra today, Tourism Australia managing director Andrew McEvoy said although figures saw traditional markets weaken over the past year, growing markets in greater Asia and New Zealand have helped maintain the country’s tourism levels.With tourism growing by up to four percent over the past year, Mr McEvoy explained growing Asian markets particularly from China are “all-critical” to Australia’s tourism. “Australian tourism is strategically well placed to benefit from ‘the Asian century’, being a one stop flight within the same time-zone, but our industry must remain focused so that it is not a lost opportunity,” the tourism leader said. “That’s why we are now fast-tracking an expanded approach and targeted effort towards India.”He added that as part of their overall Plan the Group will “renew” its attention in Asia with a new campaign that aims to triple spending from India based arrivals to AU$2.3 billion by 2020 and markets from China to AU$3.6 billion.  As part of the push, Tourism Australia unveiled the next phase of its There’s Nothing Like Australia campaign, that will launch digitally in 2012, targeting high yield travellers from Asia.“The There’s nothing like Australia campaign is resonating with our audiences and gives Tourism Australia an excellent platform for taking it to a new level,” Mr McEvoy added. “This is about putting our best foot forward; raising our marketing up a few notches and really focusing on the many examples of Australia’s world’s best tourism product.”The next phase utilises the online world to showcase Australia’s “best tourism offerings”. last_img read more