Tourism Australia chief hails strength of UK rebound

Tourism Australia reported strong demand from the UK as it launched a “heavyweight” marketing campaign across 15 markets.

Sally Cope, UK/Europe regional general manager, said core markets of older clients with higher incomes and young people without mortgages were partially insulated from the cost-of-living crisis, and added: “Destination partners in the UK say demand is unabated with solid leisure business. People are booking longer itineraries and spending more money.

“Globally, we are spending a significant amount of money. The media plan in the UK is heavyweight,” said Cope.

More: Tourism Australia launches first global campaign since 2016

Launched on Wednesday, the ‘Come and Say G’day’ campaign is the latest stage of the tourist board’s ‘There’s Nothing Like Australia’ brand platform.

The new campaign features a short film called ‘G’day’ starring a new global brand ambassador – Ruby Roo, a toy kangaroo – voiced by Rose Byrne, of Bridesmaids fame.

Before Covid, about 720,000 Brits a year visited Australia, and the country had seen a “surge of demand” from the UK since borders reopened on February 22, Cope said, adding: “We’ve seen high volumes as people have not been back for a long while. And UK air capacity is about 63% of pre-Covid levels, so there’s lots of room to grow.

“We are investing heavily in our campaign, with TV, OOH [out-of-home] and full-motion animated billboards – plus print, social and digital.”

Cope urged agents to sign up for the Aussie Specialist Programme, which was upgraded during the pandemic. Aussie Specialists will be prioritised for fam trips.

In November and December, the tourist board will be joined by Australian state partners and Singapore Airlines for an ‘Australia on Tour’ roadshow, which will visit Glasgow, Liverpool, Bristol and Reading.

Travel agents Ken Garrity, director at Ken Garrity Travel, and Graeme Brett, Westoe Travel director, said their recent month-long self-funded fam trip to Australia had already resulted in extra bookings.

The Premier Aussie Specialists reported on their trip in blog posts featured on

Brett said his social media efforts had prompted five sales during his trip and six further enquiries.

More: Tourism Australia launches first global campaign since 2016

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