The Australian state of Victoria has embarked on a major tourism campaign in the Middle East, launching its first Arabic guides.
Victoria on Monday launched two new tourism marketing initiatives for the UAE and other Gulf countries, its tourism minister said in a statement.
Louise Asher made the announcement in Dubai while leading Australia’s largest ever trade mission to the Middle East comprising more than 100 Victorian exporters.
Asher said the Victorian Coalition Government was delivering on its commitment to increase links with international markets and grow the state’s $15.2bn tourism industry.
“I am also pleased to launch the first Arabic/English Melbourne visitor guide, developed by Tourism Victoria in conjunction with the Victorian Government Business Office in Dubai,” she said.
“It will be available to travel agents in the Gulf and online for consumers. The guide provides information on halal restaurants, mosques, major tourist attractions and visitor services,” Asher added.
Asher said the visitor guide recognised the importance of the GCC market, one of Victoria’s fastest growing sources of tourist arrivals.
Tourism arrivals for the year ending June 2011 show an estimated 23,500 visitors to Victoria were from the Gulf countries.
The Tourism Forecasting Council estimates a growth of 6.6 percent per annum across the broader region, and this forecast growth would result in an estimated 48,900 overnight visitors to Victoria from the Gulf region by 2020.
“Tourism is one of Victoria’s largest exports, which is why the Coalition Government will continue to leverage the strong direct air links in this market. With five flights a day from the Gulf to Melbourne by our partners Emirates, Etihad Airways and Qatar Airways, Melbourne really is the Gulf’s gateway to Australia,” Asher said.
A digital marketing campaign with Emirates will target honeymooners and couples, and features online advertisements and competitions to encourage visitation to Melbourne, she added.
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