Chris Allison simply wants to say, “G’day, Canada!” And Tourism Australia’s VP for The Americas was in Toronto last week, accompanied by a delegation of tourism partners, to say just that on an annual trade mission designed to show his country’s appreciation of this one, and the 100,000-plus Canadians it welcomes annually.
But more than a folksy Aussie greeting, “g’day” – which underpins Tourism Australia’s “Come and say G’day” marketing slogan – really represents the warm welcome visitors will receive from Aussie friends, says Allison.
Indeed, he says that the greatest attribute of Australia – a bucket list destination for most that is known for its host of sites and attractions, from the Sydney Opera House and Barrier Reef to Red Centre – is truly its people.
“When people return home after visiting Australia, they might talk about the beach or the hotel, but the thing they say most, is ‘I met the most amazing people,’” Allison told Travel Industry Today. “‘Come and say G’day’ isn’t about the bucket list, it’s about the enrichment of the experience.”
And its an experience that a prompts a 60% return rate for visitors, says Allison, despite the committed journey it takes to get Down Under.
Fortunately, that journey from Canada is made easier thanks to extensive airlift out of Vancouver, with Air Canada flying non-stop to Sydney and Brisbane every day, and Qantas three times weekly.
Allison cites the commonalities and strong cultural synergy (not least as Commonwealth members) between Canada and the Australia – more so than the US – as an important factor in Canadians’ interest in visiting Australia.
Not to mention a legacy of iconic and instantly identify imagery, from kangaroos, koalas and boomerangs to the Outback, Uluru and the Sydney Opera House; and, of course, Paul Hogan/Crocodile Dundee.
Travel trade
In addition to being represented by Toronto’s VoX International in Canada, Allison says it’s important for Tourism Australia – he’s based in Los Angeles – to be present in the market to help VoX maintain engagement with the important travel trade across the country so that they confidently sell the destination.
Also to interact with niches like meetings and incentives, and consumers.
That includes in-person events – “not just online” – especially given the growing number of at-home and new-to-the-industry agents.
Of course, an online component is still critical, and the comprehensive Aussie specialist program currently supports over a thousand agents in Canada.
Australia is so big, it’s important to help agents “break it down in a way in that can be sold,” Allison maintains, adding, “It’s about putting together itineraries that are relevant, and offer experiences that make clients want to come back again.”
Tourism Australia notes that most Canadians plan their trips six months in advance and also identify the country as a luxury destination, though many look for deals and discounts. Key drivers of tourism include nature & landscapes, climate & weather; friendly locals; and family-friendly; and secondarily, indigenous experiences and good food and wine.
Suggested itineraries
With these in mind, TIT put Allison on the spot to recommend a personal 10-day to two-week itinerary for a first timer to Australia, and another for a return visitor. Here are his suggestions:
First visit:
- “Absolutely” go to Sydney and see the Opera House
- After a couple of nights in Sydney, head to Melbourne – “a great place for foodies” and gateway to the wine region and ocean (coast)
- Get out to Alice Springs/Uluru (Outback) – “it’s such a special place!”; and with a new light show at Uluru
- From there, jump up to Cairns and do the Barrier Reef and Daintree rainforest
Second trip:
- Western Australia! It makes up a third of Australia and “Perth is fantastic!”
- The city is also a hub/gateway to the new Margaret River wine region, Australia’s best beaches at Esperance, and the Ningaloo Reef to dive with whale sharks
- Then travel 2,000 km to the northwest to the Kimberly, one of the largest wilderness landscapes in the world and a place where “you could spend your whole two weeks.”
Other add-on options:
- “Very different” Tasmania, a lush, hidden gem
- One of Australia’s three great train journeys – The Indian Pacific transcontinental from Perth to Adelaide or Sydney; The Ghan, running south-north through the Outback along the Adelaide-Alice Springs-Darwin corridor; The Queenslander, from Brisbane to Cairns on the northeast coast.
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