This page contains a Flash digital edition of a book.
company | news CAMPAIGN TRAIL Australia’s dinner invitation


TOURISM AUSTRALIA HAS launched a new-look tourism campaign focusing on food and wine experiences across the country, from shucking oysters and lunching on the steps of the Opera House to dining under the stars at Uluru. Te latest phase of its ongoing global ‘Tere’s


nothing like Australia’ campaign, ‘Restaurant Australia’ portrays the country as the world’s greatest restaurant, through TV, cinema, online marketing and print executions. Te AU$10m (US$9.3m) initiative will


also rely on Australian food and wine tour operators submitting their gastronomic stories to a dedicated online hub, using the hashtag #restaurantaustralia on Twitter and other social media platforms. Te concept of ‘Restaurant Australia’ was created in response


to consumer research,


which identified food and wine as a key factor in holiday decision-making. It was also revealed, following surveys across 15 of Australia’s key


Barossa Valley winery, South Australia


tourism markets, that there was a significant gap in the perceptions of Australia’s food and wine offerings. Of those yet to venture Down Under, just


26% associated it with good quality food and wine, but for those who have visited, Australia ranks second in the world for its food and wine experiences, after France and ahead of Italy. Tourism Australia managing director John


O’Sullivan said: “Restaurant Australia is all about bringing together the incredible stories of our people, place and produce to demonstrate to the world that every day, unique and exceptional food and wine experiences are being served up in remarkable locations, and then sharing these stories through the creation of rich and compelling content.” He added: “We want to win over people’s


hearts, minds and stomachs so that the dream of visiting Australia becomes reality.” restaurant.australia.com


TRIBEWANTED


n WHO: Sustainable eco-tourism company Tribewanted has launched its latest project on the shores of award-winning Guludo Beach in Mozambique’s Quirimbas National Park to offer eco tourists a distinct taste of exotic Africa while contributing to the local community.


n WHAT: Guests staying in the national park will support Amy and Neal Carter-James, the owners of Guludo Beach Lodge, and aid their Nema Foundation. It aims to eradicate poverty in the region by providing food, clean water and mosquito nets to 24,000 locals, in addition to funding 127 secondary schools to improve education for future generations. Since forming in 2006, the company has generated more than $3m in revenues, invested in local projects and supported more than 100 jobs.


seasonal stat 45%


n WHY: The Guludo Beach initiative is the latest in a growing portfolio of successful sustainable tourism projects, transforming communities from the coast of Sierra Leone to the Umbrian hills in Italy. Ben Keene, founder of Tribewanted, said: “We’ve been lucky to have so many eco projects wanting to work with us over the years. We knew when we started our first big partnership project that we wanted it to be one of the best in the world. Having followed Guludo’s story for five years, we know these guys not only offer an amazing experience in Mozambique, but they’ve built a community impact model that is second to none in sustainable tourism. Their model and ethos is in perfect sync with ours at Tribewanted.”


The proportion of global air passengers forecast to be Asian by 2032, making them the dominant flyers


of the 21st century and shaping the future economy class experience, according to Airbus research. airbus.com


n WHAT ELSE? Tribewanted has launched new limited edition Lifetime Memberships, including discounts and up to one free week a year at any of its projects. tribewanted.com


BIGIDEA


summer 2014 | ASTAnetwork | 25


IMAGES: GETTY


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140