TOURISM authorities in the UK appear to have switched their strategy in relation to the Australian market, showing the love to local travel agents and wholesalers by running the first VisitBritain travel trade mission to Australia in ten years. The move follows years of declining budgets for the organisation’s operations here, which have been gradually downgraded over the last decade as part of a focus on perceived emerging markets.
The 2016 VisitBritain mission visited Sydney, Brisbane and Melbourne with regional marketing manager Mark Haynes saying it was a “bit of a tester” to see how things were received. “The enthusiasm from travel agents has been superb, the energy levels from suppliers have been wonderful… in a few months’ time we’ll evaluate, see how much business has been generated and we’d love to do more,” Haynes told travelBulletin.
He said Australia had now been designated as one of seven “GREAT tourism markets” after significant growth, as well as recognition that as with most destinations Australian travellers stay longer and spend more than those from many other countries. Of course, the slumping British currency following the shock Brexit vote will also help, with Aussies in Britain already getting significantly more bang for their buck.
