|Monday, 10 September 2012|
|TOURISM AUSTRALIA APPOINTS DCI AS CANADA TRAVEL TRADE REP|
Tourism Australia has appointed Development Counsellors International (DCI) as its representative office in the Canadian market to support the latest phase of the 'There’s nothing like Australia' campaign.|
DCI will work with the Canadian travel industry to leverage the campaign, which highlights the tourism attractions, experiences and products that Australia has to offer.
The work will be directed from DCI’s Toronto office, led by regional director Maureen Haley, and supported by a travel trade manager who will be named in September.
“The Canadian market is Australia’s 13th largest inbound tourism market for arrivals and expenditure,” said Jane Whitehead, vice president, Americas, Tourism Australia. “[Canadians] are very important to Tourism Australia’s goals to grow the overnight expenditure to as much as $140 billion by 2020… With the appointment of DCI as Tourism Australia’s representative in the market, there will be an increased focus on industry education, with the redevelopment of the Aussie Specialist program, as well as new selling opportunities.”
DCI will identify opportunities to increase distribution of Tourism Australia's products among industry partners that currently do not sell Australia, and enhance existing relationships with operators, airlines and agent partners.
The revitalized trade focus will complement a digital marketing campaign led by media agency OMD, public relations activities managed by Ketchum and airline partnerships with Air Canada and Qantas.