Eastern markets will need to be “a particular focus” for the inbound sector over the next ten years, says Australia Tourism Export Council (ATEC) managing director Felicia Mariani.

While China’s role in the future of Australia’s tourism industry is “irrefutable”, Ms Mariani is urging the country to exploit the opportunities of all its key markets equally.

“Our new and emerging markets are quite clearly running well ahead of the pack and Australia must capitalise on the experience we have already gained in operating in the Singapore, Malaysian and Hong Kong markets over many years,” the ATEC boss said in response to the latest Tourism Forecasting Committee projections.

Successfully tapping into these “new and emerging markets” requires an understanding of not only the needs of these markets, but also the distribution channels in Asia and an assurance that Australia is offering a competitive product, Ms Mariani said.

“We must build the capacity of our industry to engage fully with all the opportunities offered by all the Asian markets.”

According to Ms Mariani, Asian markets are set to contribute 45 percent to Australian tourism growth over the next two years.