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tackling head on. It is putting its promotional focus on ‘affordable’ Australia and is partnering with several major airline carriers to promote competitive lead-in fares as well as stressing the unique experiences on offer, which can add to the perception of the destination’s overall value. The key target audience this year will

be the more affluent 50-plus long haul travellers – that is, those less affected by cost issues – but it will also partner STA Travel in an integrated campaign to help motivate student/youth audiences to travel to Australia. It is working with the YHA, which

has a strong portfolio of quirky hostels in amazing locations. These are making their mark – not just with the youth

market but as an alternative to hotels for those on a budget. Tourism Australia will also be gearing

up for 2013 when the Lions Rugby tour and the Ashes return to Australia. It hopes the popularity of the event will allow it to capitalise on the publicity to generate an urgency to travel. Working with the trade remains key,

with lots of itinerary ideas, events and news being added regularly to www., and a new module added to the Aussie Specialist training programme. The National Landscapes module is a niche module, designed to increase agents' knowledge of distinctively Australian natural, cultural and spiritual experiences. Agents learn about the key features of

each landscape and their main selling points. Suggested downloadable itineraries are included with further maps and support available under the Sales Tools section of the site www. TA also now offers an upgraded online video gallery to provide the industry with free-of-charge broadcast- quality footage of Australian destinations and experiences. The gallery includes both raw footage and a large number of 'motivational clips' of Australia. To view register at Initiatives to broaden the range of

product available for the UK market will include an exclusive workshop being hosted for new Australian product in March which will bring together UK tour operators, and other buyers, with emerging suppliers from Australia. Among those attending will be Geographe Bay, a resort area two hours' south of Perth which is ranked one of the top 10 places to visit in the world by Lonely Planet, and gaining a reputation for its breathtaking natural

beauty and vibrant seaside towns of Busselton, Dunsborough and Yallingup. The annual Australian Tourism Exchange (ATE) will be held in Perth this year (June 17-20). Australia's Outback will be the central theme of the event and the aim will be to showcase the outback’s remarkable history and heritage. This pioneer spirit of the outback is a legendary part of Australia’s national identity and TA believes the trade can draw on this to present immersive and uniquely Australian holidays to clients. The destination’s other iconic attraction, the Great Barrier Reef, got a welcome boost during January when marine biologist and diver Monty Halls explored its full 2000-kilometre length for a BBC TV series. Seen explaining the miraculous biology of this natural phenomenon, the largest living structure on the planet, Halls filmed from the

From left: Swim with the fi sh at the Great

Barrier Reef; spot koalas at Arkaba Station; or take a hot air balloon trip in the outback


hateau Yering Hotel, a Victorian mansion set on 250 acres, is situated in the Yarra Valley, Victoria’s

premier wine region, fifty minutes' drive from Melbourne. It offers 32 individually-furnished five- star suites and beautiful guest lounges. The Sweetwater Café and the elegant fine-dining Eleonore’s Restaurant are both well renowned for their innovative and award-winning cuisine.

C Y H H H ~ 42 M H, Y, Y V, V, A 3770 ~ e: ~ p: +61 3 9237 3333 ~ f: +61 3 9237 3300



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