The latest set of figures released by the Australian Bureau of Statistics shows that arrivals from the UK were up 6.8% in 2013 compared to 2012. Tourism Australia (TA) has pledged to build on this success in 2014 with a focus on promoting the destination as an achievable holiday in as little as two weeks.
Denise von Wald, Regional General Manager UK/Northern Europe, Tourism Australia says:
“TA’s ‘There’s Nothing like Australia’ global creative campaign resonates well in this market. Underpinning this with an achievability message will help convert consumer desire to holiday in Australia in to bookings.
Inspiring consumers with two week itineraries which are rich in diverse experiences but don’t involve taking on all the whole country, will help move Australia off the ‘wish list’ and on to the ‘shopping list’.”
An example itinerary could include five days in the iconic city of Sydney, two days in the Blue Mountains and six days living the Aussie coastal lifestyle on the Great Barrier Reef**.
A significant campaign promoting Australia as a two-week holiday destination to Brits has been planned for April 2014. In addition two-week messaging has been built in to distribution campaigns, media partnerships, and travel agent training sessions.