Australia wants more of the rich to visit its shores in an effort to revive the country's lucrative tourism industry, hurt by terrorist attacks, increased regulation and higher travel costs, the Tourism Ministry said.
"Instead of targeting Ma and Pa in the US, we have to start targeting George and Barbara, "Tourism Minister Joe Hockey told the Australia Financial Review.
Hockey told reporters later yesterday he would put his ideas to the federal cabinet, emphasising the importance tourism plays in the domestic economy.
"Over this summer we've seen in spectacular fashion how high-yield tourists can make a very real difference to spending in Sydney and around Sydney and around Australia," he said.
One state government said British cricket fans alone contributed millions to the local economy, while Melbourne is set to host the first tennis grand slam of the year next week and the season's first Formula 1 Grand Prix will be held there in early March.
Australia's tourism industry in worth A$71 billion (US$40.5 billion) a year and contributes about 4.7% of gross domestic product.
In an environment of high unemployment, tourism is the second largest employer, behind manufacturing, directly employing 550,000 people or about 6% of the workforce.
Rich individuals and self-funded retirees will be the prime targets of Hockey planned revamp.
"These are high net-worth, self funded retirees who are time rich and looking for specific and unique experiences," Hockey said.
He will also target backpackers, long a staple among Australia's tourists.
"The backpacker market is one of the most lucrative and has been one of the most stable markets after the terrorist events of September 11," Hockey said.
"Backpackers are resilient tourists, they still come rain, hail or shine."
The average backpacker spends A$4,650 during their stay, compared with 1999-2000 figures that show international visitors spent on average $4,066.
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