Australian tourism businesses have shown confidence in the new Tourism Australia campaign, according to the latest Tourism and Transport Forum (TTF) MasterCard Tourism Industry Sentiment Survey. 

The survey of 93 major tourism operators around Australia shows the industry sees longevity in this campaign, with more than half of respondents expecting it to be either successful or very successful. 

One-third of respondents were undecided, with many adopting a “wait and see” approach, the report said. Just 5% of respondents said the campaign will not be successful, down from 14% who believed the previous ‘Come Walkabout’ campaign by Baz Luhrman would not succeed. 

TTF executive director Brett Gale said: “To have majority support for the campaign before its official launch bodes well for co-operative marketing campaigns, and will help tourism operators to plan for future advertising and promotional activities.”  “With a new managing director and a new campaign, industry is really backing Tourism Australia.”

Talk of an upturn in the industry appears accurate, with 75% of respondents saying profitability was either “equal” or “better than usual”.  A similar number also said they were looking to employ more staff, with 43% reporting that  they had added staff in the first quarter.

Editors comments:  I think I've probably said quite enough on this subject already.  What do you think?