Current investment in international tourism is “in the right place”, according to Australian tourism leaders after reporting “strong figures” in China, Singapore and Malaysia arrivals.

The latest Overseas Arrivals and Departures Data released this week found that arrivals from Australia’s growth markets continue to rise, an increase Australian Tourism Export Council managing director Felicia Mariani believes is fuelled by the country’s recent marketing efforts.

“The additional investment currently being put into marketing in China through the Asia Marketing Fund is focused in the right place to take advantage of this continuing growth and, as an industry, we must be fully focused on leveraging the advantages Australia has in its proximity to Asia,” Ms Mariani said.

Traditional markets also took a positive turnaround year-on-year, however, Ms Mariani stressed the “gradual” improvement from markets in Japan and the US reinforced the need for continuous concentration on marketing in the regions.

“Our natural environment, climate, food and culture are all strong selling points in the international marketplace and are the things we need to focus on in pushing Australia forward in a competitive environment,” she explained.

“The softening of the UK market is a continuing challenge for Australia and we must work hard to ensure our traditional markets form part of our ongoing marketing focus.

“We must continue to strengthen our appeal and remain one of the world’s most sought after destinations.

“Our traditional markets including the UK, Japan and the US are still significant and will continue to be an important element in our success.”