CampaignTV: Tourism Australia's Maggie White on building brand Australia

In this interview sponsored by BBC Travel, Maggie White, general manager for South, Southeast Asia and Gulf countries at Tourism Australia, comments on how the organisation has responded to the great financial crisis, the biggest change in the industry, priority markets going forward and nurturing brand advocates through social media.

During her interview, White stated that Australia has been very fortunate as far as the great financial crisis is concerned. Growth or arrivals from Souteast Asia has been positive throughout 2009 and 2010.

She added that the tourism organisation entered into promotions with travel agencts and airlines to combat the crisis as it was "clear that consumers were looking for great deals."

She goes on to say that the arrival of low cost airlines has really opened up the market and subsequently cosumers have a lot more choice. "Consumers are becoming a lot more savvy about seeking information online."

As a result of squeezed budgets, White adds that they find themselves in competition with consumer products as they are competing for the same disposable income.

Priority markets for Tourism Australia over the next two years are Singapore, Malaysia and Indonesia. Indonesia over the past 12 to 18 months have grown 15 per cent in terms of arrivals.

Singapore continues to be solid performer for Australia as the sixth most important source of arrivals. Malaysia remains strong and crossed 200,000 arrivals last year with an anticipated increase of 7 per cent this year.

White said the organisation will be investing in Vietnam as despite coming from a small base, the country has a growing middle class with a propensity to travel. She added they will also continue to market in Thailand and hopes to pull in 80,000 to 90,000 arrivals from the country in 2010.

Catch the final two episodes in the series over the next two weeks here on Campaignasia.com. We talk to marketing leaders from the Hitlon Hotel and Singapore Airlines. The series launched last week featuring Jean Forrest, general manager for marketing at The Peninsula.

BBC.com launched its new travel site BBC.com/travel, in partnership with its sister company Lonely Planet.

"Our audience already loves the smart, sophisticated and well researched stories from the BBC. BBC Travel builds on our news and documentary heritage with outstanding travel journalism including Lonely Planet's rich stable of authors to inspire you to leave your desk and have an adventure whatever the destination," said Allan.

Visit www.bbc.com/travel.