Tourism Australia has exhibited at Cruise3Sixty for the first time this year with the aim to educate CLIA agents on Australia as a cruise destination.
North America currently represents the fourth largest tourism market to Australia but is the number one market for cruise passengers.
In an effort to increase business down under, TA has set a goal dubbed ‘2020’ which focuses on doubling the economic impact to Australia by the year 2020 rather than simply increasing the amount of visitors.
“The CLIA agents are very excited that Australia is here,” Tourism Australia Distribution Manager, USA Narelle Ross said in an exclusive to e-Travel Blackboard.
“I think it’s good for them that we are working through our distribution partners to get to our travel agents and that we are showing that they are still a very big part of the distribution channel for the North American clients that are our target audience.”
Where there has been an inability to quantify the economic benefits of cruising to Australia in the past, statistics provided by the ICCA, Cruise Downunder and Access Economics have provided Tourism Australia the ability to prove the economic success of the industry.
The feedback at the destination workshops held at Cruise3Sixty was very positive, with agents reportedly in awe at the “There’s Nothing like Australia” campaign video in both sessions held.
“Americans are so engaged in Australia but the challenge is converting the destination from their bucket list.
“We need to get them out of thinking that it’s such a long way because Australia isn’t that far. Cruising breaks that down and changes that mindset though,” Ms Ross said.
With cruisers now given such an expansive choice of ship and itinerary options, Tourism Australia have found that North American agents are responding accordingly and are sending their clients to Australia a lot more than in previous years.
“It’s an easy sell,” Ms Ross shared ahead of a second day of meetings at the conference that attracted a record number of delegates this year including 35 from Australia and two from New Zealand through CLIA’s sister organisation ICCA.
Source = e-Travel Blackboard: N.A