(l-r): Irene Morgan, Regional Director, Tourism New South Wales & Luke Jones, Partnership Marketing Director for the Americas, Tourism Australia
Of course, Australian wines (Lindeman's) were served
(l-r): Denise Flemig, Manager – Western Canada, Qantas; Ben Fleming, Market Development Manager, Tourism Queensland & Irene Morgan, Regional Director, Tourism New South Wales
What's a roadshow without these famous Aussie icons?
In my opinion, the Aussies have got the right priorities. Upon entering the conference room at the Pan Pacific Hotel in Vancouver for the “Best of Australia Sales Mission”, guests were instructed to head directly to the bar. With nary a protest, everyone obeyed, and got down to the business of mingling and sampling some tasty hors d’oeuvres.
Our hosts for the evening were the two most visited destinations Down Under – New South Wales and Queensland. Joining forces for the second time to bring this event to North America, this was the first time it was held in a Canadian city. The road show started in Los Angeles, moved here to Vancouver, then goes onto Seattle, Chicago, Philadelphia and New York.
Eighteen suppliers – 11 from NSW and seven from Queensland – sat down to chat with rotating groups of 4-5 agents. Akin to speed dating as the meeting with each supplier took about five minutes, it was a quick but effective way to learn about and get updates from each tourism operator. The following night, Best of Australia focussed on wholesalers. Tourism Australia and Qantas were also part of this roadshow.
Canada is the 11th largest market in terms of visitor arrivals to Australia. Said Tourism Australia’s Partnership Marketing Director for the Americas, Luke Jones, “We see great potential in this market.” According to him, Australia is the number one desired destination for Canadians. For 2010, Tourism Australia forecasts a 5% increase from 2009’s 126,250 Canuck arrivals, and expects the growth to reach double digits within three years.
Canadian visitors, which include snowbirds and the youth market, stay an average of 17 nights, and love to venture out of the big cities. About 95% stop in Sydney and spend about seven to eight nights there. Repeat travellers amount to 47%. Currently there are 750 Aussie Specialists in Canada and 20 have reached Premier Agent status, with the latter being listed on Tourism Australia’s website.
Qantas’ Manager – Western Canada, Denise Flemig, took the opportunity to provide an update on the topic that was at the top of everyone’s mind – the A380 incident in Singapore. The airline, which will be celebrating its 90th anniversary on November 16, has been in North America for 57 years.
