It hopes the focus will help build on the rising number of UK visitors to Australia. Newly released figures show numbers are now returning to pre-recession levels and were up 4.5 per cent for the year ending November 2013.
Tourism Australia UK has developed advertiser funded programming with the channel for a series featuring international chef John Torode scheduled for early March.
John Torode’s Australia will show the chef taking a culinary trip across his native country retracing the inspiring flavours and places of his youth.
The series will feature product placement and also involves airline Emirates.
The focus on food and wine credentials is being applied internationally as a “Restaurant Australia” strategy by Tourism Australia this year under the over-arching established campaign strapline “There’s nothing like Australia”.
The tourism body is attributing the increase in the overall number of UK visitors to a range of factors including the British & Irish Lions Tour to Australia and the Commonwealth Bank Ashes Series. Global campaigns such as ‘The Best Jobs in the World’ PR activity to promote Australia to travellers aged 18-30 have also contributed.
The UK is Australia’s most valuable international leisure market in terms of total spend with UK leisure visitors’ annual total spend contributing 15% of the total spend for all inbound leisure visitors.
Recently appointed regional general manager UK/Northern Europe Denise von Wald says:” “Globally Tourism Australia is working towards increasing the overall expenditure of visitors in line with our 2020 Strategy. In the UK we focus on attracting affluent long haul travellers aged over 50 and Working Holiday Makers aged 18-30. These two segments provide us with the best opportunity to increase overall tourism expenditure out of this market.”
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