What a tragic effort from domestic tourism marketers on the weekend. There were just six domestic travel ads placed in New Limited ‘Escape’ travel section – which serves most major Australian cities – compared with more than 40 for outbound products. No wonder international travel is booming and domestic is flat.
A lot of the overseas stuff was big, the domestic ads small with the exception of a full page for Mantra. There wasn’t a single ad for any of the regions complaining about poor visitor numbers. Sure, the Sunday papers are expensive but apparently they still work for some. Count the ads. Get some profile.
The point here is that domestic tourism cannot keep complaining about how tough things until industry leaders get their act together when it comes to marketing, which is at the very heart of every successful travel business. Just look at Flight Centre.
Kudos to the following domestic operators which saw the sense in marketing their product over the weekend: Mantra, AAT Kings, APTouring, Evergreen Tours, Britz and Qantas Holidays.