Music-based
campaign planned to celebrate Tune Hotel Melbourne’s first anniversary
18 June 2014, Kuala Lumpur – Tune Hotels, which opened its
doors in Melbourne recently will continue to lure more visitors to the city
popularly known as Australia’s cultural capital, tapping on the rising number
of tourists especially from South East Asia.
In the year ending March 2014, Victoria welcomed
more than 260,000 international visitors from Malaysia, Singapore, Indonesia
and Thailand, representing an average annual growth rate of 13.1 percent.
The State of Victoria’s Minister
for Tourism and Major Events, Louise Asher met with Tune Hotels Group Chief
Executive Officer Mark Lankester to discuss growth plans ahead of Tune Hotel
Melbourne’s first anniversary in October.
“Victoria has strong ties with Malaysia, as
many Malaysians have lived, worked and studied here. These links provide
significant opportunities for visiting friends and relatives which is a key
driver for repeat visitation,” said Ms Asher.
Victoria is the favourite Australian
state amongst Malaysians who made up almost 100,000 overnight visitors, a 14
per cent increase for the year ending March 2014.
Tune Hotel
Melbourne, which has been hugely popular amongst Malaysians, has also attracted
many Australians who make up 55 percent of its bookings. Its 225-room facility at
609 Swanston Street, is conveniently located next to the University of
Melbourne, just two streets away from popular Lygon Street, a short walk to
Queen Victoria Market and minutes to Melbourne’s Central Business District
(CBD).
“Demand has
been strong from day one, owing to the invaluable support we have received from
the Victorian Government, which accelerated our establishment process and
promoted Melbourne as a destination of choice to international and local
tourists.
“Tourism Victoria
and the Victorian Government Business Office (VGBO) based in Kuala Lumpur have
continued to support us, offering unique and bespoke familiarisation trips and extending
knowledge and expertise to help us understand the Victorian market better,”
said Lankester.
A special
music-oriented social media campaign is underway to celebrate the first
anniversary of Tune Hotel Melbourne that will that is aimed at supporting and providing a platform for new and young
musical talents in Melbourne in conjunction with the hotel’s first anniversary.
“We seek to provide that
link and sense of belonging amongst the many young musicians in Melbourne
towards Tune Hotels. We want them to see Tune Hotel Melbourne as an arena where
they can showcase their talent and be noticed. Look out for our announcement
soon,” he added.
Malaysia's international
carriers Malaysia Airlines and AirAsia X have both recently increased their
Kuala Lumpur Melbourne flights to thrice daily and twice daily respectively to
service this growth. By 2022-23 it is estimated that Victoria will receive
approximately 152,000 Malaysian visitors annually.
Ms Asher is in Malaysia
leading Victoria’s current Super Trade Mission to South East Asia, which
includes more than 180 representatives from more than 130 organisations
representing Victoria’s education, food and agribusiness, sustainable urban
design, ICT and tourism industries.
1 From left: Tourism Victoria General Manager Melanie de Souza; State of
Victoria’s Minister for Tourism and Major Events Louise Asher; Group CEO of
Tune Hotels Mark Lankester and Victorian Government Business Office
Commissioner Tim Dillon.
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