Travel agents are to thank for healthy bookings to Australia from the UK over the past year, according to the Australian government tourism agency.
Tourism Australia general manager for Europe Rodney Harrex said: “We have done a lot of work with the retail trade and believe it has paid off.”
Tourism Australia reported a 3% decline in UK visitor numbers year on year in the first half of 2010, with 1% fewer arrivals over the 12 months to June.
But visitor numbers from the UK remain well up on 2008 and the small decline contrasts with a 15% fall in all outbound travel from the UK last year.
Harrex believes a focus on agents has been crucial, when some rival tourism authorities have chosen to focus their marketing efforts online direct to consumers.
Speaking at the launch of a Tourism New South Wales’ new marketing campaign in London, Harrex told Travel Weekly: “People rely on agents when they book travel to Australia. Customers want to work with someone.”
He suggested some tourism bodies felt they could do everything online. “We know the web is key to helping people make a decision, but when it comes to booking, people go to the trade.
“Also, people know they will be covered if there is volcanic ash or a travel company collapses – they get a level of support from agents.”
Harrex added: “It is a tough environment, but we have gone against the trend. The investment in the trade has paid off for us.”
Tourism Australia will take 130 UK agents to Darwin next June for its specialist event, Corroboree, after taking a similar number this summer.