Australia is a continent of extreme contrasts and diversity, its vast landscape boasting mountains in the South, lush tropical forests in the North East and spectacular deserts in the North. Even though it is the seventh largest landmass in the world, it is also one of the least populated, with only 2.4 people per sq km. According to the World Tourism Organisation (UNWTO), Australia is the tenth top tourism earner in the world, a rise of four places since 1990. Between 1994 and 2004, international arrivals grew by 55.1%, despite the occurrence of several adverse global events during this period.
In mid-2004, Australia rolled out a revitalised marketing campaign – ‘Brand Australia’– designed to enhance consumer awareness and eliminate misconceptions. The government’s commitment to regional tourism development was sealed after it announced it was investing $13.5 million over the next four years into the Australian Tourism Development Programme. Australia’s inbound market will continue to be bolstered by its image as a multifaceted ‘safe’ destination. In fact, strong annual growth is projected for inbound arrivals over the next decade. In contrast, the domestic sector is anticipated to remain weak, as lifestyle decisions and economic barriers continue to dissuade Australians from travelling very far afield.
