Tourism Revival Rests on Success 'Australia'

A lot riding on the soon to be released Baz Luhrmann epic Australia - and not just in the local film industry. 
World War II love story stars Hollywood heavyweights Nicole Kidman and Hugh Jackman, and Luhrmann trademark emphasis on excellent photos due to shorts.
Tourism remains the rubbing their hands in anticipation.
"Film Australia is a fantastic opportunity for Australian tourism. There is no doubt about that," said Olivia Wirth from the Task Force on Tourism and Transport, which represents 200 of the most prestigious tourism in Australia and aviation operators.
"Tourism Australia are investing a lot of funding and creative thinking in making this work in Australia as a tourism destination."
And the domestic tourism industry needs all the help can get.
Data from the Tourism Research Australia show the number of foreign tourists has flatlined since Sydney hosted the Olympic Games in 2000, though they are average, spend more time and money here.
Ms Wirth says the situation is tragic.
"This is the current trends;. This is not a blip is a big problem for the industry," she said.
"We see the same number of holiday visitors that we did in 2000. This means that we have eight or nine years flatlining growth of holiday visitors.
"Business travel is a good corporate events are doing well, traveling education is effective, but with the holidays and leisure travel does not perform so well."
Daniel Gschwind from the Queensland Tourism Industry Council is particularly concerned about the drop in Japanese tourists.
"The Japanese market, which is and has always been very important for Australia and Queensland, has continued to decline," he said.
"It certainly was not a work horse that he was in the past."
Next month Tourism Australia will begin a series of ads shot by Luhrmann in Europe, North America and Asia.
Advertisements, which will involve the upcoming film director, which are at the expense of $ 50 million.
Ms. Wirth, citing the unsuccessful "Where the hell are you?"announced two years ago, says marketing is not the only answer.
"It does not matter whether you have a fantastic marketing campaign. If you do not have the right product in the home simply will not be able to attract and sustain tourists to Australia," she said.
"We absolutely support the Australia movie. This is a fantastic opportunity. If you have a look at New Zealand, not from Lord Of The Rings, they made that work in the tourism industry. But you have the right products at home, otherwise you just can notSales of hot air. "
And Ms Wirth says although the Japanese are the antagonists in Luhrmann film is, it seems that it is a success, even in this market.
"Listen, I'm not a specialist in the film. But what I understand, it's just a basic [problem] in the background. Theme lying in the film is about romance and about the experiences of Australia, that Australia is changing," she said.
"Yes, of course, that works for us as a tourist -. That when there have experiences that change, so we hope that it will work on all markets, including Japan,"