Downturn Hasn't Stopped Americans Love Of Australian Holidays

DOWNTURN HASN'T STOPPED AMERICANS LOVE OF AUSTRALIAN HOLIDAYS

While many Americans may have been pinching their pennies during the global economic downturn, it hasn't stopped them from spending up big on Australian holidays.

Tourism Australia will be looking to capitalise on the recent surge in American travellers interested in holidaying in Australia with a number of events this weekend to promote the country's food, wine, culture, music and travel experiences as part of G'Day USA.

This year, Tourism Australia is hosting six events across Palm Springs, Los Angeles and San Francisco as part of the 2010 Australia Week promotion.

Tourism Australia Executive Chairman, Rick Allert said Australian tourism had seen a four per cent increase in travellers from the United States in the past year despite the challenging global economic environment.

"Australian tourism has seen good growth out of the US in recent months as a result of increased air services and attractive airfares," Mr Allert said.

"With such favourable conditions for travel to Australia the timing of the G'Day USA events to target potential travellers from the US couldn't be better.

"We know that many Americans dream of visiting Australia and the current tourism
promotions are designed specifically to convert this strong interest in Australia in to travel bookings this year," Mr Allert said.

The Tourism Australia events, which kicked off in Southern California this week with an Australia-themed day at the 21st annual Palm Springs International Film Festival, will continue in Los Angeles this weekend and San Francisco next week.

In Los Angeles, Australian Indigenous art and tourism experiences will be highlighted at the Aboriginal Dreamtime Art Gallery in West Hollywood on Friday night. This will be followed by the two-day Come Walkabout event in Beverly Hills this weekend featuring promotions of Australian destinations, wildlife and music, including performances by Daniel Merriweather and one of Australia's leading didgeridoo players William Barton.

Mr Allert said the Come Walkabout event in LA would provide the perfect opportunity to reach the American public face-to-face with the message about why now is a good time to visit Australia.

"Last year's Come Walkabout public event in LA was a huge success, with more than a thousand Americans interested in Australian holidays attending the event," Mr Allert said.

"With consumer confidence to travel continuing to improve we are expecting to attract bigger crowds to this year's event as travellers look to take advantage of the travel deals on offer.

"We know Americans love affair with Australia hasn't diminished even in the toughest of economic times and this is something that Australian tourism can really use to its advantage this year."

Events in San Francisco, highlighting Australia's food and wine, will include an exclusive dinner prepared by Aussie chef Curtis Stone and local chef Dominique Crenn for a select number of subscribers to the popular restaurant guides publisher, Zagat.

G'DAY USA Australia Week 2010 is a joint initiative between the Department of Foreign Affairs and Trade, Tourism Australia, Austrade, and Qantas Airways. The festival has grown into the largest foreign country promotion held annually in the US. The program is funded through the support of government and corporate sponsors.

Mr Allert said promotions such as G'Day USA provided an opportunity to put the spotlight on Australian tourism in the US, which was an important source of tourists worth around $2 billion to Australia annually.

For further information contact:

Kim Moore,
Tourism Australia
on (02) 9361 1306
or 0419 165 562.

SOURCE: Tourism Australia