Tourism Australia recently hosted Australia Marketplace, bringing together North American travel professionals with destinations and suppliers from Australia. During this engaging event, Chris Allison, Vice President of Tourism Australia in the Americas, shared insights into U.S. travel trends and the evolving “Come and Say G’Day” advertising campaign featuring Robert Irwin, son of the celebrated conservationist Steve Irwin.
Chris Allison
U.S. Travel Trends: A Positive Shift
Q: The visitation from the U.S. to Australia remained steady for much of the past year but experienced a recent spike. What factors contributed to this trend?
A: The resurgence in bookings appears to be driven by shorter booking windows typical in longer-haul travel. While economic uncertainty affected travel patterns, we observed a notably strong peak season from November to March, with July arrivals up 19% compared to last year. Feedback from travel industry stakeholders suggests a notable increase in bookings for the upcoming months, indicating a robust recovery for the destination.
Changing Dynamics Among Canadian Travelers
Q: The U.S. has seen a significant drop in Canadian visitors. Is Australia benefiting from this?
A: While it’s challenging to quantify this impact, anecdotal evidence suggests that Canada’s reduced outbound travel to the U.S. has led travelers to explore other destinations, including Australia. Notably, Canadian “snowbirds” usually heading to Florida or Arizona may be considering Australia for their winter getaways instead.
Innovative Marketing: “Come and Say G’Day”
Q: The “Come and Say G’Day” campaign has been successful. What sets the latest version apart?
A: This iteration emphasizes localized marketing rather than a one-size-fits-all global campaign. We leverage Robert Irwin in the U.S. while crafting distinct versions featuring local talent and experiences for our other core markets. The broader message invites travelers to enjoy a “holiday that lasts a lifetime,” appealing to unique interests in different regions.
Engaging the Travel Trade
Q: How does your advertising strategy engage travel professionals?
A: Our marketing encompasses key pillars such as food and drink, Indigenous experiences, wildlife encounters, and natural beauty. By participating in events like Australia Marketplace, we bridge the gap between our advertising and the insights that travel professionals need to create memorable experiences for their clients. Addressing consumer perceptions regarding time, cost, and distance is crucial, and travel advisors play a vital role in navigating these challenges.
Conclusion: A Bright Future for Travel to Australia
With strong indicators of recovery in U.S. travel to Australia and innovative marketing strategies like “Come and Say G’Day,” the outlook for tourism appears promising. As travel professionals seek to adapt to shifting trends and preferences, Tourism Australia’s ongoing commitment to collaboration and education ensures that both travelers and advisors can find the best experiences that this remarkable destination has to offer.
