Don't Forget About The Land Downunder

with Adrienne Lem

Picture a line chart where the line moves flat across the graph. This basically resembles the number of North American visitors to Australia since their 2000 summer Olympics in SYD. Approximately 100,000 Canadians travel to the Land Downunder each year. But to boost this number, Tourism Australia has launched a new campaign, and after a couple of years of being absent, the tourist board is reintroducing the destination to the Canadian travel scene.

Tourism Australia recently welcomed 2 new members to its team – Jane Whitehead, V.P. of The Americas and Kevin Smith, Distribution Manager. Whitehead swung by Toronto last week to dine with about 50 special guests at Yorkville’s swanky Sassafraz. Top suppliers and trade partners were told they can expect a lot more support for their efforts in the Canadian market from Tourism Australia.

“We’re very excited to have Kevin in the market and to be fully engaged again,” said Brian Albano, Regional Partnership Manager of Tourism Australia. Smith is based in YTO and is considered the support and go-to contact for Canadian travel partners.

The team hopes to increase long haul visitors to the destination and is targeting the affluent international traveller. “Australia is a place that Canadians aspire to go to. There’s a challenge of the long haul and it’s costly,” said Smith. “But we already have the interest. It’s just a matter of converting the sale.” In order to convert the sale, through its advertising creative, Tourism Australia is leading consumers to travel trade partners who can ultimately complete the transaction. By using a combination of brand and tactical marketing campaigns, the tourism board hopes to influence clients into actual bookings.

As Albano said, “We’re here, and we’re looking to work with our partners even more.”