City Cruises

Published on Tuesday, February 2, 2010

Brits still flying Down Under


More than half a million British travellers ventured to Australia in the first 11 months of last year.
The figure of 564,000 represents a decline of just one per cent on the same period in 2008 and came in the face of the global financial crisis.
For the month of November alone 64,200 visitors from the UK arrived in Australia, representing a 5% increase on November 2008, according to latest figures from the Australian Bureau of Statistics.
More airline capacity is to be deployed this year on air routes to Australia as more giant Airbus A380s are introduced.
Tourism Australia general manager Europe Rodney Harrex said:“Throughout the economic down turn we continued to market actively to the British public via consumer marketing and trade campaigns, as we felt sure that there was still an appetite from Brits to holiday in Australia.
“We promoted the Working Holiday Visa to those aged 18-30 via, we told the story of our luxury credentials to take advantage of the resilience of the high yield segment, and we partnered with airlines and tour operators to deliver a price and accessibility message to convert intention in to bookings.
“Promoting flying from your local airport and two week holidays in Australia helped us attract first time visitors.  
“Our campaigns invited Brits to come and enjoy uniquely Aussie experiences, delivering messaging about our weird and wonderful wildlife, our welcoming personality and the rejuvenating power of a holiday in Australia.
“The contrast between the laidback coastal lifestyle in Oz and the climate – from an economic and a weather perspective here in the UK – certainly resonated in this market.”
by Phil Davies

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