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Tourism Australia and Jetstar look to the rising sun

Australia's government tourism body has teamed up with airline Jetstar for a campaign aimed at recapturing the Japanese tourism market.
26 October 2011
Tourism Australia and Jetstar have signed a $10 million deal to thwart the decline in Japanese tourism to Australia. In 2011, Australia received 350,000 visitors from Japan, which has steadily decreased from 1997 when the number was 700,000.

"Japan has been a declining market and we need to do things differently," said Tourism Australia Managing Director Andrew McEvoy.

Jetstar and Tourism Australia will launch a joint marketing campaign in Japan, focusing on social media platforms like Facebook and Twitter. The two organisations have also enlisted the support of Japanese TV celebrity Becky.

"Jetstar is proud to be one of the most significant investors in bringing Japanese tourists to Australia and we’re confident Becky will continue to help promote the region as a destination of choice to the Japanese market," said Jetstar Chief Commercial Officer David Koczkar.

"Since our first Becky campaign more than three years ago, Jetstar has seen a steady increase in the number of passengers from Japan."

While the number of Japanese tourists to Australia has been falling steadily, Jetstar believes socio-economic conditions are shifting to produce a new potential market.

"In Asia, we're leveraging a new middle class market, many of whom have never flown before," said Jetstar CEO Bruce Buchanan.

If the partnership is successful in re-attracting tourists from Japan, Tourism Australia and Jetstar intend to shift focus to China further down the track.

All tourists and travellers to Australia that do not hold an Australian or New Zealand passport must have an Australian Travel Visa. The most popular is the ETA Visa as it can be quickly and easily applied for online.