Tourism Australia - Australia Looking to Attract Holiday Starved Americans in 2006


Sydney (Tourism Australia) - Hot on the heels of a successful G'Day LA: Australia Week 2006, Tourism Australia will be looking to encourage holiday starved Americans to experience Australia this year, Tourism Australia Managing Director, Scott Morrison said today.

Tourism Australia plays a central role in G'Day LA as a founding partner, major sponsor and marketer of the program's events in the US. This year the G'Day LA events were all sell outs, attracting around 8,000 people and reaching a TV and news audience in excess of 50 million viewers.

Mr Morrison said the week long promotion in Los Angeles had been a fantastic way to kick start Tourism Australia's program of marketing activities in the United States for 2006.

"Starting the year with G'Day LA is a timely way to put the idea of an Australian holiday in the minds of US consumers, the next step is to get them to actually book a trip," Mr Morrison said.

"Recent studies by Expedia in the US indicate that holiday deprived Americans are looking to holiday and travel more in 2006, which is great news for Australia.

"With Americans leaving an estimated 421 million days in unused holiday leave in 2005, hopefully there will be plenty of consumers seeking the rejuvenation that a great holiday offers in 2006.

"Over the coming months Tourism Australia will continue to promote Australian experiences which are compelling enough to convert the interest in our country into actual visitation."

Mr Morrison said the US market was also experiencing a growing trend to booking holidays at the last minute.

"Technology is shortening the booking cycle for American consumers and indications are that Australia received lots of last minute bookings in late 2005 for travel early this year," Mr Morrison.

"Tourism Australia will be looking to encourage this sense of urgency to visit Australia to ensure that prospective travellers fulfill their New Year's resolutions to holiday more in 2006."

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