Work, Rest and Play in Australia

Although 2009 was a year of global economic crisis, Australia still managed to attract more than half a million British travellers in the first 11 months of the year. The Australia Tourism Board has worked hard over the past year to promote campaigns linked to both Australian working holidays and general tourism.
With a number of specific marketing strategies, the tourism board has focused on several aspects of Australia’s tourist appeal. Although the total number of visitors was actually 1% under 2008’s arrival figures, the global financial crisis did not seem to stop travellers heading for Australia’s shores. In November alone 64,000 visitors from the UK arrived in Australia, an impressive amount considering the UK was suffering from the dreaded ‘credit crunch’.
European Manger of ‘Tourism Australia’ Rodney Harrex states that ‘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’ . Several of the campaign strategies included promotions linked to airlines and tour operators. Flights from regional airports and two week holiday packages were also promoted, aimed specifically at first time visitors to Australia.
The main tourism campaign was aimed at working holidays in Australia, especially the 18-30 year old market. A working visa allows visitors to stay in Australia for up to 24 months, perfect for anyone wishing to travel the country. Harrex stated that ‘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’

Author: Craig Holloway Dainton
Date: 03/02/2010