The Tourism Australia Americas team led a week of trade and media education activities during February 2017, with the focus of examining current and future travel trends.
The fifth annual Australia Tourism Summit, hosted by Tourism Australia, kicked off with a day-long conference around the theme of the ‘Future of Travel’ with thought-provoking insights from tourism and luxury brands including Airbnb, W Hotels, Boeing, and media partners News Corp, National Geographic and Monocle.
The Summit was attended by 285 guests including wholesale and retail operators, consortia, airlines, Australian accommodation and experience providers and media from Robb Report, Huffington Post, Toronto Star and TravelAge West.
The Summit was supported by airline partners Virgin Australia and Delta Air Lines. Virgin shared its new campaign with Tourism Australia, running March 6 until April 9 2017, with the theme #ThisTimeTomorrow – highlighting the experiences Americans can enjoy in Australia if they take action now to book a trip. The campaign will also promote Virgin Australia’s new route from Los Angeles to Melbourne launching April 5, running across digital, broadcast and social channels.
Following the Summit, Tourism Australia and State Tourism Organisations hosted a PR panel discussion around the topic "Travel in a Time of Disruption, and Global Uncertainty, Fear and the Law of Unintended Consequences". In addition, what it means to the Australia market with key insights from Peter Greenberg and the states and territories.
Following the summit, Australia Marketplace attracted a record 111 Australian suppliers and 108 buyers (wholesalers and Premier Aussie Specialist Providers).
Buyers who attended this year's event enjoyed the diversity of products and experiences showcased, with an increase in product suppliers, up 23 per cent from 95 last year. Post-marketplace, the Best Of Australia team then hit the road with visits to Seattle and New York City, hosting wholesale and retail events targeting the luxury and adventure segments.