Tourism Australia teams up with DCI

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 “World’s Best”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 to named in September. “The Canadian market is Australia’s 13th largest inbound tourism market for arrivals and expenditure. Canadian visitors like to travel within Australia and enjoy the rich array of experiences that Australia offers, so they are very important to Tourism Australia’s Tourism 2020 goals to grow the overnight expenditure to as much as $140 billion by 2020,”says Jane Whitehead, Tourism Australia’s new vice-president, Americas. “Australia continues to be a compelling destination for the Canadian industry. 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.”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.