Australia has involved the tourism chiefs to launch a huge UK advertising campaign on Christmas Day with the aim of reversing the decline of visitors from Britain which is linked to uncertainty over its exit from the EU.
The Campaign and the Result
It is an A$15m campaign with the involvement of pop icon Kylie Minogue underlining the longstanding ties among the Commonwealth nations. It is also a part of a push to strengthen the relationship because the UK leaves the EU on Jan 31, 2020.
Australia is interested in cementing a free-trade deal with the United Kingdom and stated a wish to discuss the issue of visa-free travel as an essential part of an agreement. Presently, the UK is going through a stage of uncertainty, and this has an impact on outward travel, and towards Australia where there is a decline in numbers in recent months, as per the statement of Simon Birmingham, the Tourism Minister of Australia. It is essential to continue to move towards growth.
Furthermore, there is a decline of 4 percent in the UK visitor numbers towards Australia at 714,400 in the year ending in October 2019.
Optimism in the Countries
Experts of Australian tourism hope that the election victory of Boris Johnson as well as the parliamentary approval for Britain’s exit from the EU deal will strengthen the confidence and lead to more people visiting Australia.
The UK presents the fourth-biggest inbound tourism market for Australia and has a worth of - A$3.4 billion in the 12 months ending in October 2019. British visitors stay for a longer period and spend comparatively more than other groups of international travelers. Their average is 32 nights per visit and the spending is in the range of £2,700.
The advertisement has a three-minute time and is titled ‘Matesong’ performed by Minogue and Adam Hills. It was aired before the Queen’s Speech on the Christmas Day. There were cameo appearances by sports stars. This speech is a major cultural moment in the UK, watched online and also by millions on television.
The campaign and advertisement marks a difficult moment for Australian tourism which feels the impact of bushfires sweeping across the country in the summer holidays. There is a concern and an impact on economic activity about the spread of the bushfire in the international media, and it has also affected the overseas bookings.
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