Tourism Australia has confirmed the appointment of Sally Cope as its new regional general manager for the UK. She will oversee Australia’s fourth largest international inbound tourism market, which delivered 733,000 visitors to Australia last year.
Tourism Australia and Qantas have signed on for a content-led campaign with The Guardian and Telegraph newspapers in the UK. The campaign, which will run in February and March, shares the story of why there’s nothing like attending a major sporting event in Australia and encouraging people travelling to the Ashes to enjoy experiences beyond the cricket grounds.
Tourism Australia announced a partnership with Singapore Airlines this week at World Travel Market, confirming the carrier will be the official European airline partner for Corroboree West, a six day training and mega familiarisation event for qualified Aussie Specialists which will take place on the Gold Coast in October 2017. Over 300 frontline travel sellers from the USA, Canada, Brazil, the UK, Germany, France and Italy will have the opportunity to attend Corroboree West, with the European agents flying down to Australia in comfort and style with award winning Singapore Airlines.
Tourism Australia has launched its latest campaign, which is focused on highlighting the country’s world-class aquatic and coastal experiences, in a bid to lure more international visitors to Australia. The new creative, the latest instalment in Tourism Australia’s global ‘There’s Nothing like Australia’ campaign, was officially unveiled at an event in New York on Australia Day eve attended by Australia’s minister for foreign affairs Julie Bishop.
Tourism Australia and the Expedia group have signed a multi-million dollar three-year marketing partnership aimed at developing campaigns and content to increase international travel to Australia. The three year memorandum of understanding represents the first formal agreement which Tourism Australia has entered into with a global online travel agency.
Tourism Australia and Etihad Airways, the national airline of the United Arab Emirates, have deepened their strategic marketing partnership with a significant increase in joint funding for the promotion of tourism to Australia in overseas markets. Under the new arrangements, Tourism Australia and Etihad Airways will quadruple their spend in the 2014/15 season for what will become their strongest ever push to promote Australia to international leisure and business travellers.
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.
Tourism Australia has announced the appointment of John O’Sullivan as its new managing director, following the departure of Andrew McEvoy to take up a new position at Fairfax. O’Sullivan joins Tourism Australia from Fox Sports where he is currently employed as chief operating officer.
Tourism Australia is attributing the 4.5 per cent increase in the overall number of visitors arriving from the UK for the year ending November 2013 to a range of factors including the British & Irish Lions Tour to Australia and the Commonwealth Bank Ashes Series. Global campaigns such as ‘The Best Jobs in the World’ to promote Australia to travellers aged 18-30 have also increased visitation.