The campaign was also awarded at the Campaign India PR Awards, coming away with a Gold and Bronze trophy for Best Use of Advocates/ Influencers/ Celebrities and Influencer Marketing, respectively
Tourism Australia continues to capitalise on its global ‘Come and Say G’day’ campaign to engage Asia Pacific travellers, now bagging two esteemed awards in the region.
In a press statement, the national board says that the campaign has been accorded a Silver in the Travel and Tourism category in Sabre Asia Pacific’s Awards. This award honours any organisation that has embraced public relations as a key management discipline and can demonstrate that public relations has made a significant contribution over the course of the year to its overall performance.
The campaign was also awarded at the Campaign India PR Awards, coming away with a Gold and Bronze trophy for Best Use of Advocates/ Influencers/ Celebrities and Influencer Marketing, respectively.
At the end of August, Nishant Kashikar, Country Manager for India and the Gulf countries, Tourism Australia, had already declared that within a year of Australia fully reopening its borders, India became the first country to breach the pre-pandemic tourist arrival numbers. Between July 2022 and June 2023, 383,000 tourists from India visited Australia, up 3 pc from the 2018-19 figures. He added that the ICC T20 World Cup in Australia played a key role in this achievement.
Kashikar adds that India secured the fourth position among leading markets for incoming travellers compared to its seventh position, before the Covid-19 pandemic. The number is expected to grow with increased direct air connectivity. While there were 7 weekly nonstops flights between the two countries by Air India in 2019, at present the number is 25.
Vying for the potentially huge Asia Pacific market, Tourism Australia says it is actively undertaking many initiatives to attract these travellers. Recently, it also attended the TravMedia Summit Asia in Singapore last week.
The statement adds that it brought Tourism Australia and state and territory tourism organisations together, along with other key delegates from across the Asia Pacific. Keynote speaker Liz Ortiguera, Managing Director of Asia-Pacific and Senior Advisor to the CEO at the World Travel and Tourism Council, called on the travel industry and travellers to make responsible decisions for people and the planet.
The board adds that the team also met with 24 of the region’s top editors, writers and content creators to discuss some of Australia’s hottest new experiences and media stories. There was strong interest from the editors in indigenous as well as sustainable offerings, especially those off the beaten track, adds the statement.
Come and Say G’day has been running in Tourism Australia’s key markets around the world since October 2022, with China joining in sometime later owing to pandemic restrictions.
