Australia on the world’s tourist map — страница 2

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Internet penetration rates, TA has enhanced its on-line marketing communication to target South Korea’s younger and more affluent independent travellers as potential high yield visitors to Australia. “To ensure that we realise expected growth and continue to attract high yield visitors, Australia’s activities in key markets such as Korea must be world’s best practice and this award shows that Tourism Australia is on the right track. “In addition to the award for best NTO in Korea, Tourism Australia has won several international awards in Asia, including Singapore and China and most recently Tourism Australia won two Gold PATA awards for public relations and marketing. “Tourism Australia continues to strive to take the lead by employing creative marketing strategies

and innovative activities in Korea and many other markets around the world.” The data about touristic industry are given below. There were 1,468,700 visitor arrivals to Australia during the three months to March 2005, an increase of 12 per cent relative to the same period of the previous year. There were 5.38 million visitor arrivals during the year ended 31 March 2005, an increase of 11 per cent relative to the previous year. There were 504,700 visitor arrivals during March 2005, an increase of 17 per cent relative to the same month of the previous year. The timing of Easter in March 2005 impacts on these results as Easter tends to be a peak travel period. The 12 months to the end of March 2005 includes two Easter periods; the first quarter 2005 results include Easter while

the same period in 2004 didn’t; and the results for the month of March 2005 include Easter while the March 2004 figures didn’t. The timing of Easter has most influence on Western hemisphere markets and markets with large ex-patriot populations such as Singapore and Hong Kong. For example arrivals from the UK were up 27% during the month of March 2005. Key trends by market are outlined below. New Zealand There were 91,500 visitors from New Zealand during March 2005 bringing the total for the three months to March 2005 to 219,500 an increase of 16 per cent relative to the same period of the previous year. Europe There were 86,800 visitors from the United Kingdom during March 2005 bringing the total for the three months to March 2005 to 235,200, an increase of 15 per cent

relative to the same period of the previous year. There were 14,700 visitors from Germany during March 2005 bringing the total for the three months to March 2005 to 42,500, an increase of 3 per cent relative to the same period of the previous year. The Americas There were 43,600 visitors from the United States of America during March 2005 bringing the total for the three months to March 2005 to 122,700 an increase of 8 per cent relative to the same period of the previous year. There were 11,000 visitors from Canada during March 2005 bringing the total for the three months to March 2005 to 34,800, an increase of 12 per cent relative to the same period of the previous year. Southeast Asia There were 22,400 visitors from Singapore during March 2005 bringing the total for the three

months to March 2005 to 59,300, an increase of 15 per cent relative to the same period of the previous year. There were 14,000 visitors from Malaysia during March 2005 bringing the total for the three months to March 2005 to 40,500, an increase of 3 per cent relative to the same period of the previous year. There were 8,200 visitors from Thailand during March 2005 bringing the total for the three months to March 2005 to 18,400, a decrease of 3 per cent relative to the same period of the previous year. Northeast Asia There were 67,600 visitors from Japan during March 2005 bringing the total for the three months to March 2005 to 193,600, an increase of 5 per cent relative to the same period of the previous year. There were 19,900 visitors from Korea during March 2005 bringing the

total for the three months to March 2005 to 74,500, an increase of 23 per cent relative to the same period of the previous year. There were 17,400 visitors from China during March 2005 bringing the total for the three months to March 2005 to 94,200, an increase of 31 per cent relative to the same period of the previous year. 2. Australia’s land Geographical Position Australia is the word’s smallest continent. Nearly 7600000 square kilometers in area. It is one-fourth the size of Africa. East of Australia is Oceania, a group of islands spread over a vast area of the Pacific. Australia and Oceania combined cover an area of nearly 9000000 square kilometers, which is but a little less than that of Europe. Australia lies wholly within the Southern Hemisphere. It is surrounded by