GCC visitors to Oz on the up

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The Gulf region is among the top 20 inbound markets for international arrivals to Australia.

The timing of Ramadan this year is said to be responsible for a surge of visitors to Australia from the Gulf region during 2008, according to Tourism Australia (TA).

Total GCC visitors for the seven months to July 2008 to hit the 38,125 mark - an increase of 22% compared to the same period last year.

In addition, for the 12 months ending July 31, 2008, Australia welcomed 59,133 visitors to its shores - a 21% increase on the previous year and in July alone, 14,312 visitors from the region travelled Down Under.

TA officials are also expecting upcoming figures to reveal a strong increase in GCC visitors for September 2008 due to the non-Muslim population who travel during Ramadan.

Back at TA head office, the organisation has created a new destination campaign with renowned film-maker Baz Luhrmann, which when aired, is likely to drive more GCC residents to Australia.

TA managing director Geoff Buckley said the unique opportunity created by the production of Luhrmann's epic film Australia - starring Aussie stars Nicole Kidman and Hugh Jackman - was one the organisation could not let pass.

"We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe," he said.

"The challenge was always going to be how to ride the power of the film, but with a stand-alone and self-reliant tourism campaign.

"Getting Baz Luhrmann and his team on board to make that campaign was simply the best result we could hope for."

TA executive general manager marketing Nick Baker said the campaign was unlike any other tourism campaign due to its cinematic style and because it is based on a story with a beginning, middle and end.

The campaign rollout will be seen in print media and cinema advertisements in the Gulf in early 2009.

The Gulf region is among the top 20 inbound markets for international arrivals to Australia.

For the year ending June 2008, Gulf visitors stayed a total of 2.6 million nights, with an average stay of 48 nights in Australia - higher than the average of 31 nights.

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