Singaporeans don’t think Australia has great food and wine: Survey
SINGAPORE: When it comes to travel destinations, Commonwealth of australia has long been a perennial favourite among Singaporeans. But apparently, they don't know much beyond koalas and kangaroos.
A survey done by Tourism Australia (TA) revealed 82 per cent of Singaporeans simply associate The Country Down Under with cute and hirsuite animals.
And while popular television shows like MasterChef Australia accept put the country on the global culinary map and the likes of glory chef Heston Blumenthal have praised Melbourne'southward food scene, 73 per cent also don't remember of the country as a foodie destination.
The findings are part of TA'southward Consumer Demand Project, which has polled effectually 35,000 people from eleven of Commonwealth of australia'due south fundamental international markets, which include not just Singapore but besides Malaysia, Republic of indonesia and India.
The results of the survey accept produced UnDiscover Commonwealth of australia, a new campaign that aims to challenge certain stereotypes about the country.
"Travellers in this region take a great affinity for what Australia has to offer in terms of nature and wild fauna, our friendly people, and our bang-up scenery and beaches. Notwithstanding, the issue is that they think they know Australia really, really well," said Lisa Ronson, TA's master marketing officer, who was present at the campaign's official Singapore launch on Wed (Sep 5).
"Singaporeans don't think Australia has dandy food and wine. In fact, it has more than nutrient and vino festivals per annum than any other land in the globe. Nosotros've got 65 wine regions, 400 craft breweries, 120 whiskey distilleries – of which 30 are in Tasmania – and over a hundred gin distilleries," she added.
Ronson also pointed out that beyond viewing iconic marsupials, tourists can also go shark muzzle diving or swim with whale sharks or fifty-fifty the odd-looking platypus in various places around the country.
"It's all about 'undiscovering' what yous know and discovering something new," said Ronson.
The new S$10 1000000-campaign is the biggest Tourism Australia has done in the region – and there's a reason for that.
Tourists from Singapore, Malaysia, Indonesia and India account for around i.three meg arrivals a year, and contribute AU$five billion. "Singapore and the broader South and Southeast Asia region have, for a long time, been very important for tourism in Australia."
The campaign will be supported by an online marketplace called Australia On Sale, which will be launched later this month. It will take multiple airlines and travel agents offer competitive fares.
The UnDiscover Australia campaign comes on the heels of Tourism Australia's most contempo publicity stunt, which went viral before this year – a trailer of a mock sequel to Crocodile Dundee, a 1980s Hollywood movie set in the Outback. It featured Australia's most famous actors, such as Chris Hemsworth, Margot Robbie, Russell Crowe and Hugh Jackman.
Source: https://cnalifestyle.channelnewsasia.com/lifestyle/singapore-undiscover-australia-survey-258056
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