Tourism Australia revamps Aussie Specialists

Tourism Australia revamps Aussie Specialists

Making the announcement at ATE 2015 in Melbourne this morning, Tourism Australia’s managing director John O’Sullivan said the Aussie Specialist program is key to building better tourism.

Set to relaunch soon, the Aussie Specialist program will be spread across “17 key markets,” which O’Sullivan said includes China, the UK, Europe, North America and Southeast Asia.

“A new digital platform will feature 11 different languages, and will jointly recruit and jointly hire Aussie specialists to work directly with the travel trade,” he said at a media conference this morning.

“We want to absolutely speak with one voice about this country.”

With almost 30,000 Aussie Specialists around the world, Tourism Australia is intent on creating one unified voice for the Australia brand throughout the world, something which will be enhanced by a number of initiatives, including the Aussie Specialist revamp, and the latest focus of Tourism Australia, the coastal and aquatic attractions.

“We will build a one voice platform for the country, and what it means for agents is that one person will be speaking to them about Australia.”

“The digital platform will be updated as it needs a refresh, based on feedback we’ve received from the trade.”

Tourism Australia says it will be taking a closer focus to the coastal and aquatic attractions around Australia as a key part of their strategy in the future.

“Just like Restaurant Australia was about correcting a misconception about the quality of food in Australia, we are playing to our absolute strengths in creating a clear message that when it comes to these kinds of coastal and aquatic experiences, Australia can’t be beaten.”

The announcement ties in with the fresh news that Tourism Australia will create a $50 million partnership with Virgin Australia, which will “jointly promote Australia overseas”, and is the largest ever partnership Tourism Australia has signed ever in history, according to O’Sullivan.

Tourism Australia is also depending its partnership with Etihad with a five-year $30 million agreement.

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