Ken Morrison




TTW is glad to have an exclusive interview with Ken Morrison, Chief Executive of Tourism & Transport Forum (TTF). He has shared with us the prospect of Australia and its future plans, developments and much more.






Conversation
TTW – Being in the field of travel and tourism for long where do you see the tourism of Australia in the coming years?

Ken Morrison : The outlook for Australian tourism is positive. We are seeing growth in both domestic and international tourism and the burgeoning middle class in Asia presents Australia with a significant opportunity. It’s important we have the right policy settings in place to capitalise on this potential.

 

 

TTW – What are the recent trends of domestic as well as international travelling to Australia?

Ken Morrison : The most recent figures show domestic visitor nights growing at 4.3 per cent, while international arrivals are up around 5.5 per cent over the last 12 months. Pleasingly, we are also seeing growth in spending by both domestic and international visitors.

 

 

TTW: What are needful reforms that you have undertaken to make Australia the most sought after destination in the world?

Ken Morrison : Australia is continuing to improve visa processing, although there is still work to be done. We would like to see a better alignment of tourism with Australia’s foreign affairs and trade activities and to continue to expand our marketing and promotional efforts in key growth markets in Asia, including China.

 

 

TTW: What is the fate of Cruise tourism in Australia? Why do you think it has a very flourishing prospect in Sydney?

Ken Morrison : The cruise sector is the star performer of the Australian tourism industry, with double-digit annual growth over the past five years. People are attracted by the variety of destinations and activities on offer, as well as the inclusive price.

I may be biased, but Sydney has the world’s best harbour so it’s no surprise that it is a very popular cruise destination.

 

 

TTW: What are the remarkable attractions in Australia that drives in most of the travelers globally?

Ken Morrison : People come for the unique experiences that Australia offers. International visitors want to see kangaroos and koalas, they come for the natural beauty, the laidback lifestyle and fabulous weather. But they also come for the exceptional city-based experiences which include outstanding food and wine, luxury shopping and iconic attractions like Sydney Harbour, Sydney Harbour Bridge and the Sydney Opera House.

 

 

TTW: Travelers from which countries or zone fair Australia most?

Ken Morrison : While New Zealand is our number one source market by visitor numbers, Chinese visitors are by far the biggest spenders and we are seeing arrivals from China grow at more than 18 per cent per annum. Seven of our top ten source markets are in Asia, along with New Zealand, the UK and US.

 

 

TTW: How far online media and marketing has helped to boost tourism?

Ken Morrison : Tourism Australia has the world’s most popular country page on FaceBook and they have an excellent social media and digital strategy. The agencies which promote our states and major cities also have strong online presences, with details of destinations, offers and events to entice travellers and give them a reason to plan a trip down under.

 

 

TTW: Travelers from which countries or zone fair Australia most?

Ken Morrison : While New Zealand is our number one source market by visitor numbers, Chinese visitors are by far the biggest spenders and we are seeing arrivals from China grow at more than 18 per cent per annum. Seven of our top ten source markets are in Asia, along with New Zealand, the UK and US.

 

 

TTW: What are the factors do you find make sustainable tourism a success? What initiatives are you taking make tourism in Australia more sustainable?

Ken Morrison : Australia is well-known for its clean environment and wide open spaces – they are a key part of our brand. It is vital that we continue to maintain this position, as it is very attractive to visitors from other parts of the world, especially people who live in mega-cities in Asia.

 

 

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