Australia THE AUTHENTIC TOUCH
Australia is encouraging travellers to get up close and personal with memorable authentic experiences to make the most of a trip down under, says Julie Baxter
Visit Worldwide’ by UK travellers in the annual British Travel Awards. The success reflects Australia's appeal despite the difficult economic times and the negative publicity generated by the Qantas industrial dispute. Tourism Australia (TA) says UK arrivals are down this year but points out the overall fall in outbound travel; a more positive result is seen in the over-50s market, which held steady. Targeting those aged 50-69 will be a
A
key target for TA in 2012. It has already run promotions showcasing luxury product and experiences known to appeal to this sector,and is developing campaigns profiling Australia’s experiential holiday options. In November, for example, Australia
worked with ITV’s Daybreak breakfast show to take 100 competition winners on adventures down under, including a mass BridgeClimb in Sydney. The programme showcased the Great Ocean Road; Adelaide and Kangaroo Island; Brisbane, Hamilton and Hayman Islands in Queensland; and Perth and experiences along the Margaret River and in Fremantle. One group explored Sydney and the Blue Mountains. TA’s regional general manager (UK &
46 December 2011 •
www.sellinglonghaul.com
challenging year for Australia ended on a high when it was ranked the ‘Best Country to
Northern Europe), Rodney Harrex, said: “Building the emotional appeal to travel to Australia is crucial in a long haul market like the UK, and we know that programmes that beam Aussie sunshine into British homes go down really well." TA will also target the youth market
following a summer campaign on Facebook which attracted 16,980 new sign-ups. Partnerships with Qantas and Emirates and operators including Travel 2, Travelbag and Austravel are designed to position Australia as an ‘achievable’ holiday destination. TA continues to invest in the Aussie
Specialist Programme, training agents on the key experiences of nature, the coast and the cities, which are known to be the key drivers for travel to Australia. Tourism Western Australia wants agents to sign up to its Extraordinary Western Australia road show (April 23-26) in London, Manchester and Glasgow. WA’s first road shows in four years and will see destination experts and suppliers share ideas, tips and some great prizes with agents.
Tourism Talk RODNEY HARREX
Regional general manager (UK and Northern Europe)
“Tourism Australia is continuing to
invest in the UK market through both trade and consumer marketing activity. “Our activities will focus on giving compelling reasons why there’s nothing like an Australian holiday. Plans for 2012 include both consumer and trade activity and cooperative advertising campaigns. We will also be gearing up for 2013 when the Lions Rugby tour and the Ashes will return to Australia.”
What's New Premier Holidays
has added-value options in Australia including room upgrades, free nights and free
breakfasts and has a greater focus on outdoor pursuits such as hiking, sailing and biking. To celebrate it’s 75th anniversary it is offering agents the chance to win holidays and shopping vouchers on bookings made before December 20.
Qantas Holidays is running winter
webinars to help agents sell holidays to Australia. Join the sessions on December 6, 13, 20 and you could win a Love2shop voucher or a goodie bag. AAT Kings has expanded its range
of 2012 to offer 500 guaranteed departures. New is a 12-day premium tour along the east coast priced from
£2975pp. An early-bird discount can save a couple up to £1333. APT has added a small group
adventure tour through Victoria’s High Country from March following the footsteps of the 'Kelly Gang', including a visit to the site of Ned Kelly’s 'last stand' at Glenrowan.
The popularity of The Southern Spirit has prompted Great Southern Rail to add a further six departure dates
between March and
June 2012, from Adelaide/ Melbourne to Brisbane and
vice versa. An early booking
incentive of 20 per cent off applies if booked by December 24, valid for departures from February 11 to June 10 2012. A new interactive website has been
launched to support cycling holidays in South Australia's Flinders Ranges. Users can post their cycling experiences and suggest trails at
www.cyclesouthern
flinders.com.au. There is also advice on bike hire, trails and places of interest. New in the Northern Territory is a
two-day wet season safari into Arnhem Land (
www.venturenorth.com.au), and a bushtucker-yarns tour to experience native produce in the Red
Selling Tip Australia is a destination that should be sold time and time again – so don't pack too much into one itinerary
© LUXURY LODGES OF AUSTRALIA
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