Tourism Australia has entered a wide-ranging agreement with Luxperience, the annual flagship travel trade event for luxury and experiential travel in the Australasia region.
Within the agreement, Australia’s national tourism body will become a key supporter of Luxperience 2013 and will use it to promote unique travel experiences to a global market of buyers from the Americas, Asia, Middle East and Europe.
Tourism Australia will also work with Luxperience to implement an international media familiarization program which showcases Australia’s destination experiences for discerning travellers of means. The national tourism body will also supply social and digital e-marketing support.
Tourism Australia General Manager Destination Development, Craig Davidson, said that Luxperience provided a strong platform to promote Australia’s increasingly high-end travel experiences to a global market of buyers from key markets in the Americas, Asia, Middle East and Europe.
“We took a close look at Luxperience last year, to see how it went in its first year and, to be honest, were impressed, particularly at the profile of the international buyers who attended,” said Davidson. “With the event now bedded down and gaining some real momentum, we are looking forward to getting more involved.”
Tourism Australia will also support the Luxperience official welcome event on 2 September. Feedback from travel buyers at Luxperience will help Tourism Australia’s future marketing campaigns aimed at high-end travellers.
“Our international research demonstrates that Australia continues to hold extremely strong appeal globally, offering a unique combination of incredible natural beauty and cosmopolitan cities,” said Davidson.
“Our luxury product is now up there with the best, something Luxperience will help us showcase to today’s increasingly discerning travellers who are willing to pay a premium for world-class quality,” he said.
Helen Logas, CEO of Luxperience, said: “We greatly appreciate Tourism Australia’s involvement. We will work closely with them on many aspects of Luxperience 2013”
The 2nd annual Luxperience show takes place 2-4 September 2013 at the Overseas Passenger Terminal on spectacular Sydney Harbour.