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Wednesday, March 6, 2013


International Visitor Survey results released today show Australia's traditional markets remain strong, with opportunity for further growth from both the US and the emerging Asian markets.

"Today's results are a good indication of a recovering US market which has been under stress since the start of the GFC in 2008," ATEC Managing Director, Felicia Mariani said today.

"With further signs of economic recovery in the past few weeks, we can be quietly confident that Australia is still a highly desirable destination for American visitors and they are finally converting that pent up demand into travel.

"It is very positive to see that the year ending December 2012 was the strongest for the US market since the Sydney Olympics which indicates that, despite any perceived barriers, Australia remains a preferred destination for American visitors.

Ms Mariani said campaigns targeting the US market had clearly delivered positive benefits.

"There has been a great deal of public debate over the past 2 years on the virtues of the investment in bringing Oprah Winfrey to Australia as part of a campaign to encourage more Americans to visit our shores.

"As has always been explained, these initiatives have a long lead time and any result is the combination of many touch points put into key markets to drive visitation.

"These record numbers out of the US are evidence of the effectiveness of the range of promotional activities focused on this important market for Australia.

"Coupled with our ever growing strength in the Asian market, these results prove the Australian tourism offering is competitive and well regarded in the international arena.

"The Australian tourism industry should recognise the positive story in these figures and continue to build on the fantastic offering we have in order to maximise the opportunities from all our international markets."


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