Tourism News South Wales markets to the trade in the UK
Russell Mills, Tourism New South Wales’ Regional Manager UK and Europe [pictured right] told the Mole at ATE 2007 that Tourism Australia had brought a group of Aussie Specialists and that Tourism New South Wales participated in the programme, because it was highly beneficial to New South Wales’ marketing in the UK.
Tourism New South Wales has their own module in the programme and the New South Wales Specialist programme features all the regions that NSW promoted internationally, giving agents the tools they need to effectively promote New South Wales as a destination.
It also provides them with incentives from time to time to promote the destination and also the opportunity to participate in familiarisations, providing the main on line training resource to New South Wales with about 1,700 agents in the UK having completed the NSW module.
Russell also said that they had good penetration into Europe with French, English, German and Italian versions with European agents now completing the programme.
UK is NSW’s No 1 source market with 481,000 visitors in 2006, the bulk staying in Sydney, with Northern Rivers the second, followed by the Hunter and the Blue Mountains, where he said they try and get travellers to spend an overnight.
Russell said that TNS stimulates the market through consumer promotions and these are run through an agency which also organises affinity partner promotions at events including the Chelsea Flower Show, featuring the Wollomi Pine.
Russell added that Australia is perceived by many in the UK to be very much an aspirational destination with the challenge moving people from preference to intention and that is really the nub of TNSW’s activity and while the States are a beneficiary of Tourism Australia’s work TNSW tended to be more specific within the Australian model, inventoring specific product and destinations.
Operationally we work very closely with TA under the Destination Australia Partnership and Russell said that has just released a new On Line Sales Call Manual which is a joint initiative with Tourism Australia and the other States and Territories to ensure that supplier have access to up to date operator details, location maps and information when visiting UK and Ireland for sales calls.
The Manual can be viewed at www.destinationaustralia.uk.com
Report by The Mole on location at ATE 2007
John Alwyn-Jones
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