BRISBANE MARKETING and Brisbane Airport Corporation (BAC) have appointed BrandStory in Singapore as their strategic marketing and travel representation agency in Southeast Asia.

Brisbane Marketing CEO, Brett Fraser said it was a momentous day for Brisbane’s tourism industry. He said the establishment of this consortium marked a new era for Brisbane and is the first time the city has coordinated resources to target key international markets.

“This appointment clearly signals Brisbane’s intentions as a destination,” Mr Fraser said.  

“Brisbane has seen extraordinary growth in visitor numbers, infrastructure development and tourism product over the past five years. 

“Our work through BrandStory will help us better tell this story to our key markets and develop business for Brisbane-based operators.”

The BrandStory appointment is a key element of the three-year partnership between Brisbane Marketing and Brisbane Airport Corporation to boost recognition of Brand Brisbane in international markets.

Brisbane Airport Corporation CEO, Gert Jan de Graaff, said the decision to team with Brisbane Marketing to jointly fund and engage an agency with ASEAN market expertise was a mutually beneficial approach. 

“The pooling of significant additional funding by BAC and BM via this unique partnership has enabled the appointment of this specialist agency that will represent our shared interest in promoting Brisbane to this important market, making it more compelling for travellers to visit and stay longer in Brisbane.

“This is especially timely given our growing capacity and capability with the opening of Brisbane’s new runway mid-next year,” Mr de Graaff said.

The agency will work closely with other Australian representatives, including Tourism Australia and Tourism and Events Queensland, to maximise destination awareness in market. BrandStory is a strategic marketing and travel representation consultancy based in Singapore and will represent Brisbane across ASEAN markets.

BrandStory executive director, Peter Phang said he was delighted to take on the commission.

“Brisbane is an exciting destination with high appeal in South East Asia,” Mr Phang said. “We are delighted to be representing Brisbane and will deliver a powerful voice for the Greater Brisbane region in this highly competitive market."

The BrandStory appointment follows the recent signing of Advocate Travel Marketing to represent Brisbane in the North American market. Advocate Travel Marketing is a specialist trade and consumer engagement agency based in Los Angeles, now representing Brisbane in the US and Canada.

In January 2019, Brisbane Marketing and Brisbane Airport Corporation entered into a new multi-million-dollar international partnership marketing program to implement world standard destination marketing campaigns for Brisbane and to improve awareness of the city as a global destination for leisure travel.

www.brisbanemarketing.com.ay

www.bne.com.au

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MORE THAN 450 export tourism industry leaders from across Australia will gather in Brisbane this week for the Australian Tourism Export Council’s (ATEC) annual Meeting Place event.  

Meeting Place, which has been taking place annually for more than 40 years, will be the largest on record and is recognised as the premier business-to-business (B2B) and conferencing event for what is known as the 'export tourism industry' or inbound tourism. 

This year’s Meeting Place conference program ‘Into the Future’ features a strong line up of thought leaders and industry insiders who will lead discussions on current global issues affecting the travel industry.  

“Representatives from tourism councils in South Africa, New Zealand and Europe will provide insights into the global marketplace and share their experiences, while local inbound operators will unravel some of the complexities of our inbound marketplace, providing valuable insights into the performance of our key inbound tourism markets over the next 12 months - including China, North America, UK/Europe, Japan and India,” ATEC managing director Peter Shelley said.

“Other highlights of the conference program include a presentation of Tourism Australia’s recently launched ‘Come Live Our Philausophy’ campaign, insights into encouraging more international travellers to visit regional Australia by Deloitte Access Economics and a forum focused on the development of a sustainable tourism industry.

“This year Meeting Place also has a number of new initiatives including the Marketplace exhibition area featuring a range of business tools to help grow tourism businesses.”  

Queensland's Tourism Industry Development Minister, Kate Jones said hosting ATEC Meeting Place was an opportunity to showcase Queensland.

“Welcoming Australia’s tourism industry to Brisbane for the 2019 ATEC Meeting Place, is a fantastic opportunity to showcase Queensland and drive future growth in our tourism industry,” Ms Jones said. 

Brisbane Lord Mayor Adrian Schrinner said he looked forward to welcoming the largest ATEC conferencing event. 

“Hosting ATEC Meeting Place is the first step to showcase Brisbane and appeal to influential travel industry buyers who operate in Australia’s key international markets," Cr Schrinner said.

“On the back of our city’s significant transformation, with new luxury hotels, entertainment precincts, restaurants and leisure experiences, we are being internationally recognised as a premium destination and competing with our southern neighbours.  

“We are excited to host more than 450 tourism leaders at the annual ATEC conference and take part in valuable discussions about the tourism industry. Tourism is such an important market -- we want to drive tourism in Brisbane and the surrounding regions."

The Meeting Place conference program will conclude with comic, Vince Sorrenti, before guests head to one of Brisbane’s newest and most popular destinations, the Howard Smith Wharves, for ATEC’s annual Gala Dinner and Awards.
 
Significant event partners for Meeting Place 2019 are Brisbane Marketing, Tourism and Events Queensland, Qantas and Brisbane Airport.

www.atec.net.au

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THE Australian Tourism Export Council (ATEC) has welcomed Tourism Australia’s new international Philausophy campaign which "will bring a focus to Australia’s unique place in the international tourism marketplace".

“While the global market for international tourism continues to grow, Australia also faces increasing competition from destinations willing to invest significant marketing budgets into attracting international visitors,” ATEC managing director Peter Shelley said.

“Finding new ways to connect and showcase Australia’s unique offering is a vital way for us to stand out in a crowded marketplace and this campaign hones in on some of the things that make Australia a truly special and unique travel destination." 

Mr Shelley said Australia was becoming an increasingly popular leisure destination, with 77 percent of visitors travelling here for holidays and that figure due to increase over the next decade.

“Tourism Australia is continuing to evolve our marketing campaigns in order to deliver not only a stronger message to-market, but to engage a more sophisticated and enduring visitor relationship," Mr shelley said.

"Our unique Australian personality is being celebrated in this campaign - a welcoming and positive message which has been well received by leading international travel buyers representing our key markets.

“The ‘Come Live our Philausophy’ campaign will highlight the Australian lifestyle and outlook on life in order to create inspiration to travel here, and with international visitation expected to almost double in the next decade, it's campaigns like this that will help to drive this growth.

"While Australia possesses many attractive and competitive natural and man-made tourism attributes one thing that is different is our unique, welcoming and relaxed Australian personality – an attribute which is consistently highlighted in guest books and review sites country wide by international visitors."

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AUSTRALIA's international visitor growth may be tapering off, but their average 'spend' is up.

According to the Australian Tourism Export Council (ATEC), the international visitor market continues to grow, as fewer visitors are spending more during their stay. That delivered another $2 billion to the Australian economy over the past year.

ATEC managing director Peter Shelley said "the huge growth in visitor numbers seen in previous years is starting to taper but the quality of the visitor and their engagement with our product is showing no sign of slowing down". 

“Today’s International Visitor Survey (IVS) shows a modest growth in the number of visitors coming to Australia compared to previous double digit highs, but the growth in spend is continuing to hold up,” Mr Shelley said. 

“While the size of the growth has slowed, what we are seeing is a change in the profile of visitors from several markets  -- a result of recent promotional campaigns which focus on attracting higher spending visitors who stay longer.

“In the past few years we have seen a transition within the China market, where we now have significant growth in small group, more independent and more affluent visitors compared with what was typically a large group market in previous years.

“Similarly in the US we are seeing their spending increase as they look for a more immersive Australian experience highlighted during the (Crocodile) Dundee campaign, which was aimed at attracting high spending American visitors.”

Mr Shelley said Japan was enjoying a renewed love of Australia with both arrivals and spending up considerably.

“Japan is a market that has reconnected with Australia over the past few years and initiatives like the new direct ANA flights to Perth will help to further strengthen this relationship," he said.

"At the same time the UK, one of our largest and long term markets, is still severely troubled by the lack of stability and uncertainty caused by Brexit, but we look forward to seeing this market return to strength in coming years.

“Today’s numbers are pleasing given there are several geo-political factors at play impacting global travel. The numbers show our established markets remain solid, with new markets including India continuing on a significant growth trajectory, and that spending as a key performance metric continues to grow.”

ATEC's Meeting Place 2019 travel and tourism conference takes place at Brisbane Convention and Exhibition Centre on November 25-27.

www.atec.eventsair.com

www.tourismdrivesgrowth.com.au

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IT WAS ALL ABOUT community legacy when teams from Hilton Brisbane planted 100 trees to mark global hospitality company Hilton’s 100th year in May.

The tree planting was all about reinforcing Hilton Brisbane’s commitment to taking action on environmental and community initiatives and it aligns with Hilton’s Corporate Responsibility program, Travel with Purpose, which is focused on doubling social and community investment and cutting its environmental footprint in half by 2030. 

Hilton teams planted 100 native trees at Lambertia Close Park in Brisbane’s Mt Gravatt East nature corridor, putting shovel to soil to contribute to Brisbane City Council’s ongoing program to regenerate local habitats with native flora and fauna.

“One hundred trees for 100 years is a fantastic opportunity to demonstrate our commitment to the community and help make Hilton’s Travel with Purpose goals a reality,” Hilton Brisbane general manager Chris Partridge said.

Mr Partridge said Hilton staff wanted to find a fulfilling way to celebrate Hilton’s ‘100 years of filling the Earth with the light and warmth of hospitality’.

Christopher Nassetta, Hilton president and chief executive officer said the 100th year of hospitality was an opportunity to reflect and put a stake in the ground for the future. 

“Conrad Hilton charted an ambitious course for Hilton in 1919, and I think he’d be proud of what we’ve accomplished so far,” Mr Nasetta said. “In my view, the world’s a better place because Hilton was born 100 years ago, and if we do our job right, the world will be a better place because Hilton’s in it for the next 100 years.” 

The tree planting was yet another example of the commitment and volunteering undertaken by Hilton Brisbane team members every year. Efforts like this have seen Hilton Brisbane win the Queensland Hotel Association’s award for Outstanding Community Service and Achievement three years in a row – 2016, 2017 and 2018.

Hilton celebrated its official 100th anniversary on Friday, May 31, 2019 – a momentous occasion for the global hospitality company with a history of innovation, which in 2019 was also recognised as a World’s Best Workplace by the Great Place to Work organisation. 

Travel with Purpose is Hilton’s corporate responsibility strategy to redefine and advance sustainable travel globally. By 2030, Hilton plans to double its social impact investment and cut its environmental footprint by half.

Hilton tracks, analyzes and reports its environmental and social impact at each of Hilton’s more than 5,700 hotels through LightStay, its performance measurement system. Travel with Purpose capitalises on Hilton’s global scale to catalyze local economic growth, promote human rights, invest in people and local communities and preserve the planet by reducing the hotel group’s impact on natural resources. The strategy aligns with the United Nations Sustainable Development Goals.

www.hilton.com

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THE Vintage Golf Club may be in the Hunter Valley but the golf experience it offers may be more like chipping and putting the Loire Valley.

That’s because the charming Vintage Golf Club is located at the award-winning Château Élan, one Australia’s finest resorts. This Château not only offers direct access to one of the country’s leading golf clubs, but also a mix of relaxed luxury accommodation, a full-service spa, and six event venues, all in the heart of a world-famous Hunter food and wine region. 

The resort is rapidly becoming known as a premier business events and incentives destination, being a handy two-hour drive from Sydney or a one-hour flight to Newcastle from Brisbane.

Château Élan has developed a range of sophisticated accommodation types at the resort, including spacious suites with spa baths, and also atmospheric villas with modern facilities. All rooms have balconies or terraces overlooking The Vintage fairways and offer views of the Hunter Valley.

The Legends Bar and Grill serves à la carte fine cuisine throughout the day, and guests can surround themselves with breathtaking views over a bottle of wine. Also, The Wine Lounge offers an extensive, gourmet wine list, sourced from the leading vineyards of the Hunter region.

With an emphasis on relaxation and wellbeing, Château Élan’s The Spa holds 17 well appointed treatment rooms offering the latest massage and beauty procedures, hydrotherapy and exercise services, and also a lounge to sit back, relax and socialise.

The Vintage is itself a well-regarded local golf course that welcomes visitors with open arms.

The Vintage is a club that caters for everyone, yet does so without losing its true and original identity as one of the country’s premier golf resorts. It offers an 18-hole course, designed by Australian golf legend Greg Norman, which has been ranked among the best in Australia. 

The Vintage Golf Club is open seven days a week and offers open social competitions on Saturdays and Sundays. It also regularly offers special events such as its Coca-Cola Challenge on October 3, and the Melbourne Cup Race Day on November 5.

www.chateauelan.com.au

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A RECORD influx of visitors from China and the United States have helped to again smash Brisbane’s tourism records.

Brisbane Lord Mayor Graham Quirk said preliminary results from Tourism Australia’s International Visitor Survey revealed that visitors from Brisbane’s top five international markets had increased.

“In the year to June 2018, Chinese visitors increased by 24.6 percent to a record 259,000,” Cr Quirk said.

“Visitors from the USA climbed a sharp 8.6 percent to a record 100,000.

“These results were enhanced by 209,000 visitors from the New Zealand (up 9.5 percent), 132,000 from the UK (up 1.3 percent) and 60,000 from Germany (up 3.4 percent).

“These results have contributed to a record 1.4 million international visitors heading to our city overall, with expenditure reaching an all-time high of $2.5 billion over the year.” 

The percentage increase in tourism expenditure in Brisbane was a staggering three times higher than the national average. Overall spend in Brisbane was up 15.7 percent, compared with a 4.8 percent increase nationally. This totaled $2.5 billion in the year to June.

Cr Quirk said the city’s growing reputation as a tourism destination of choice and its “strong calendar of major events” had contributed to the rises. 

“Brisbane is a great place to visit – it’s a safe, vibrant, green and prosperous city, valued for its friendly and optimistic character and enjoyable subtropical lifestyle,” he said.

“A strong calendar of major events is also a major drawcard, with highlights including the Bledisloe Cup Rugby Test, the Ashes cricket, the Rugby League World Cup finals, Brisbane International (tennis) and World Science Festival Brisbane.”

The city’s economic development board, Brisbane Marketing, works with Tourism Australia, Tourism and Events Queensland, Brisbane Airport Corporation and airline partners on marketing and trade activities in various markets.

RECORD VISITOR NUMBERS

Both the national inbound tourism figures and Queensland’s are at record highs.

Australia recorded a record 8.4million visitors over the last financial year – up 6.2 percent on the previous year.

National overnight visitor expenditure (OVE) was $29.2 billion – another record up 4.8 percent over the previous year.

Queensland international visitor numbers climbed to 2.7million, a record increase of 4.1 percent over the previous year. Total OVE in Queensland was a record $5.7 billion, and increase of 8.1 percent.

Brisbane’s international visitor results, for the year-ending June 2018, saw all records broken, with overall visitors up 10 percent to 1.4 million and expenditure up 15.7 percent to $2.5 billion.

Top market for Brisbane was China, up 24.6% percent to a record 259,000. Next was New Zealand, with its own record of 9.5 percent annual growth to 209,000.

The UK was Brisbane’s third largest market, with visitation up 1.3 percent to 132,000. Fourth was the US, with a record 100,000 representing 8.6 percent annual growth.

Also impressive was source market Germany, producing a 3.4 percent annual growth of 60,000 visitors.

www.brisbanemarketing.com.au

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