Tourism Aus­tralia pens lux­ury part­ner­ship with Vir­tu­oso

Travel Daily Asia - - Front Page -

Aus­tralia has formed a part­ner­ship with Vir­tu­oso, the lux­ury travel net­work, in an ef­fort to de­velop the coun­try as a des­ti­na­tion for high-end trav­ellers.

The deal, which was launched at the re­cent Vir­tu­oso Travel Week in Las Ve­gas, will give the tourism board ac­cess to Vir­tu­oso's net­work of more than 370 travel agen­cies and 9,800 travel ad­vi­sors.

The launch co­in­cides with the re­launch of the Aussie Spe­cial­ist Pro­gram (ASP), which is aimed at im­prov­ing the knowl­edge and skills of travel agents selling Aus­tralia.

“We've put a lot of fo­cus in the past 12 months into find­ing dis­tri­bu­tion part­ners which help us bet­ter tar­get high yield­ing in­ter­na­tional trav­ellers,” said Tourism Aus­tralia's man­ag­ing di­rec­tor, John O'Sul­li­van. “We will be in­vest­ing ad­di­tional mar­ket­ing dol­lars and in­creas­ing re­sources

Tourism on the ground, as well as work­ing closely with our Aus­tralian state and ter­ri­tory tourism part­ners to en­sure our pre­mium story is told and sold well in the US.”

The agree­ment, which in­cludes Des­ti­na­tion NSW, the South Aus­tralian Tourism Com­mis­sion, Tourism North­ern Ter­ri­tory and Tourism Tas­ma­nia, will run un­til the end of 2016. Ac­tiv­i­ties will in­clude a dig­i­tal and print mar­ket­ing cam­paign with a fo­cus on trade en­gage­ment and agent train­ing.

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