The island state of Tasmania has confirmed it will open a UK office in London by the end of this year following a 24% increase in British visitors last year to 18,263.
Frankfurt-based regional manager Europe David Phillips will move to the new location to head a new support programme for the trade and consumer.
Details of the new office and its opening date have not been finalised but may be available at World Travel Market.
Phillips said: “The number of repeat UK visitors to Australia is helping to increase demand for alternative destinations such as Tasmania and we need to capitalise on this.
“Our market is primarily the individual holidaymaker who wants to travel around the state on a self-drive basis in order to get more intimate access into our natural wilderness areas.”
Phillips will be using WTM to increase promotion of ‘Australia’s Natural State’ and look to operators to gain more product exposure in brochures.
Following the introduction of a glossy Holiday Planner last year, the tourist office has just launched a comprehensive manual that details all the state’s tourism product. It will be available on the WTM stand that Tasmania is sharing with Western Australia.
Phillips said: “Wilderness, adventure and the unspoilt environment will continue to be Tasmania’s key messages to sustain growth out of the UK market.”
He said this is being endorsed by promoting greater awareness of the west coast town of Strahan, the gateway to the west, and the continued renovation of the disused Abt Railway which runs through virgin wilderness between Strahan and Queenstown.
The former line, used to transport copper ore, will provide a spectacular 21-mile, 2hr steam-train journey later next year through some of the last temperate rainforest left in the world.
A new four-day walk has also opened along the northeast coast. It is run by Cradle Huts which also operates the six-day Overland Track tour through the Craclair National Park.
The new route is called the Bay of Fires walk – noted for its spectacular sunrises – and is featured in a round-trip package from Launceston including three nights’ accommodation, meals and guides. It costs around £420 per person and operates from December 1 through to May 31.