Australia has topped the list of most popular destinations among luxury travelers in the Asia Pacific region, ahead of Japan and Hong Kong, according to a new report from Marriott International Luxury Group.
It is therefore only fitting that Tourism Australia has decided to take part in ILTM Asia Pacific for the first time this year.
Tourism Australia’s booth at the recent ILTM Asia Pacific (Photo: Rachel AJ Lee)
Robin Mack, executive general manager, commercial and business events Australia, told TTG Asia: “The Asia Pacific region is an extremely valuable market for Australia’s luxury travel industry. ILTM Asia Pacific will enable us to connect with the Asian luxury travel industry, showcase Australia’s latest luxury tourism products and showcase Australia’s unique luxury style, which combines nature, culture, hospitality and exclusivity.”
In the same Marriott report, 91% of respondents said safety is important to their luxury experience, and fine dining is a big travel draw, with 88% planning a trip around dining.
“Luxury travellers’ demands align with the experiences Australia is proud to offer – safe travel and fine dining experiences that can’t be found anywhere else in the world,” Mack said.
Mr Mack said one of the post-lockdown growth areas for wealthy people was the appeal of “isolated luxury”, which Australia “has on offer in abundance”.
For example, Lizard Island Resort, a 40-room luxury resort on the Great Barrier Reef off the coast of Queensland, recently unveiled “The House,” a private, three-storey, three-bedroom holiday home. A 45-minute flight from Cairns, the resort is set in 1,013 hectares of national park, boasting 24 sandy beaches and lagoons.
Lizard Island general manager Mark Leslie told TTG Asia: “This is our first time exhibiting at ILTM Asia Pacific and our first time marketing to the Asia Pacific market (until now the resort has catered mainly to clients from the US and Europe). The Asia Pacific market is on our doorstep but is largely untapped for us.”
Mr Leslie added that twice-weekly flights from Singapore to Cairns and Cathay Pacific’s launch of flights from Hong Kong to Cairns from October would create huge opportunities for luxury travellers in the region.
Earlier this year, Tourism Australia hosted its first Australian Signature Experiences Showcase event in Asia to raise awareness among Southeast Asian agents of trade-friendly programs and the range of special and interesting experiences on offer across Australia, from Luxury Lodges of Australia to tours discovering Indigenous experiences.
