Australia has seen UK visitors increase by 5.7% year on year following a number of food related marketing drives.
The UK remains Australia’s most valuable leisure market in terms of spend with leisure visitors from the UK contributing 15% of the total spend for all inbound leisure visitors to Australia.
It is also the most valuable international leisure market for Australia in terms of visitor nights and dispersed nights.
Tourism Australia’s campaign headlined ‘Restaurant Australia’ included a pop up restaurant open for paying customers in Australia House for a week; and a 10-part series called ‘John Torode’s Australia’, which has been airing on Good Food.
TA has also developed a new TV series with Channel 4 due to air in 2015, and rolled out a series of Restaurant Australia themed travel agent training events for frontline staff.
