15TH MARCH – TOURISM AUS­TRALIA DESTI­NA­TION CON­FER­ENCE

Port Douglas & Mossman Gazette - - TOURISM TALK -

Aus­tralia is the hot desti­na­tion in the US fol­low­ing a mas­sive cam­paign launched at the Superbowl. The new Tourism Aus­tralia cam­paign de­buted dur­ing Amer­ica’s iconic Superbowl watched by 103.4 mil­lion view­ers world­wide. The cam­paign was well re­ceived by the US in­dus­try with tac­ti­cal ac­tiv­ity set to roll out over the com­ing weeks. The re­sponse was im­me­di­ate with a spike in Aus­tralian travel en­quiries di­rectly af­ter the ad aired. The $36 mil­lion Amer­i­can tourism push is the largest in­vest­ment Tourism Aus­tralia has ever made into the US mar­ket. TEQ has also com­mit­ted an in­crease in their US ex­pen­di­ture to lever­age off the cam­paign. This week I re­turned from North Amer­ica where I at­tended the US Mar­ket­place, meet­ing with fifty­nine Aussie Spe­cial­ists and forty-two whole­salers as well as meet­ings train­ing key providers of book­ings to Aus­tralia in Van­cou­ver, Seat­tle and Los An­ge­les. The US in now the largest in­bound mar­ket for the Dou­glas Shire mak­ing in­creased in­vest­ment by TA and TEQ likely to de­liver se­ri­ous re­wards to our re­gion over the com­ing years. theatre, beauty cen­tre, spa and gym. TPDD Ex­ec­u­tive Of­fi­cer, Tara, will be head­ing to Mel­bourne to at­tend the Tourism Aus­tralia Desti­na­tion Con­fer­ence. Tai­lor-made for Aus­tralian tourism busi­nesses se­ri­ous about at­tract­ing high yield in­ter­na­tional trav­ellers, an in­cred­i­ble line-up of ex­perts from around the world have been hand-picked by Tourism Aus­tralia to delve into the big is­sues and tackle to­day’s most im­por­tant tourism mar­ket­ing ques­tions. Top­ics that will be cov­ered in­clude: • Tourism Aus­tralia’s strate­gic and cre­ative di­rec­tion; • The out­look for the global econ­omy and Aus­tralian tourism; • In­sights into in­ter­na­tional high value trav­ellers; • Suc­ceed­ing in Asia; • Deal­ing with dis­rup­tion; • Con­tent and sto­ry­telling; • Cre­ativ­ity and in­no­va­tion

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