Tourism Australia pens luxury partnership with Virtuoso
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.