Tourism Australia promotes why there’s nothing like a fortnight down under

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.

For more information about Tourism Australia visit www.tourism.australia.com

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Notes to editors:

Destination images can be accessed at www.images.australia.com

* Source: Australian Bureau of Statistics for the year ending 31 December 2013. 634,100 visitors arrived in Australia from the UK in 2013 compared to 593,600 in 2012.

** Other 13 day/15 night itinerary examples:

• Four days in Melbourne, a four day road trip from Melbourne to Adelaide exploring the Great Ocean Road, and five days enjoying the wineries and wildlife of South Australia.
• Three days in Perth, four days exploring the beaches and wineries in the Margaret River (three-four hour drive from Perth), and a six day outback tour taking in the Kimberley and Darwin.
• Three days in Sydney, five days on the beach at Byron Bay and five days in the Red Centre exploring Uluru (Ayers Rock) and Alice Springs.
• Three days in Melbourne, four days in a beach house on the Mornington Peninsula (45 minute drive from Melbourne), and six days exploring Tasmania’s wonderful wildlife.

Background information:

The following figures are from the International Visitor Survey (IVS) for the 12 month period ending September 2013:

•       The UK is Australia’s most valuable international leisure market in terms of total spend.

–      UK leisure visitors’ annual total spend was AUD$2.4 billion up 13% on the previous 12 month period, and contributing 15% of the total spend for all inbound leisure visitors to Australia (Total Leisure spend= AUD$15.1 billion)

•       The UK is Australia’s most valuable international leisure market in terms of visitor nights.

–      UK leisure visitors spent 19.0 million nights in Australia, contributing 16% of the total inbound leisure visitor nights in Australia (Total Leisure visitor nights = 115.4 million)

•       The UK is Australia’s most valuable international leisure market in terms of dispersed nights.

–      7.9 million of UK leisure visitor nights are spent outside Sydney/ Brisbane/ Melbourne/ Perth, contributing 19% of the total dispersed leisure visitor nights in Australia (Total dispersed leisure visitor nights = 41.95 million).

For more information please contact:
Margo Field, Emma Bunning or Emma Humphreys

Tourism Australia, on 020 7438 4659 or mfield@tourism.australia.com; ebunning@tourism.australia.com; ehumphreys@tourism.australia.com

@TourismAusUK