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New Qantas flights from North America boost Australian tourism

The announcement by Qantas of three non-stop weekly services on the Sydney-San Francisco route and new services from Vancouver…

The announcement by Qantas of three non-stop weekly services on the Sydney-San Francisco route and new services from Vancouver have been welcomed by Tourism Australia’s Managing Director, Scott Morrison.

These new Qantas flights in 2006 will greatly increase the opportunity for the Australian tourism industry to try and expand their business out of the important US and Canadian markets, Scott Morrison said.

Tourism Australia is especially pleased that Qantas will also introduce services to Vancouver, Canada as Tourism Australia recently announced plans to expand operations in Canada by opening an office in Toronto.

For many US long haul travellers the most desirable destination is Australia, with nearly half (47%) mentioning Australia as a destination they would travel to if they did not have any constraints.

Australia has a strong overall brand and is considered an aspirational destination. Compared to other destinations, the US market has a relatively high level of awareness of Australia, but continues to lag behind Europe in terms of intention.

Tourism Australia is working to convert this preference by North American tourists who want to visit Australia into a clear intention to travel here in the next twelve months. It’s great to be loved as a destination but it’s even better to be visited.

Importantly these additional services will ensure good connections to other major US cities, including Dallas, Chicago, Miami and Boston. This will help widen the available pool of potential visitors and tackle some of the obstacles to long-haul travel to Australia from North America.

Through our $60 million marketing partnership, Qantas and Tourism Australia will explore how co-operative activity could help further develop tourism opportunities between North America and Australia.

Australia’s “A Different Light” (ADL) marketing campaign is now the most successful ever conducted in the United States. This success in the USA proves the power of fully integrated marketing, promotional activities and partnerships that extend TA’s core reach and penetration.

Tourism Australia used strong brand communications to lay the foundation for a powerful partner campaign with Qantas followed up with savvy use of technology on Australia.com. In addition, the campaign was timed to coincide with the PR-rich G’Day LA: Australia Week. The Australia Week activities continue to pay a strong tourism dividend, with celebrities like Mel Gibson, Nicole Kidman, Steve Irwin and Delta Goodrem lending additional media weight to the campaign, Mr Morrison said.

Vicky Karantzavelou
Co-Founder & Chief Editor - TravelDailyNews Media Network

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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