G’day Australia program takes in Margaret River as hopes ride on return of international tourism

A visit to the region from a horde of international travel agents is expected to have significant future benefits for local tourism.

After the Times last week reported difficulties in returning to the heady days of interstate and international travel pre-COVID-19, a group of industry professionals toured the Margaret River region, chaperoned by local tourism workers and City of Busselton representatives.

The pundits came as part of G’Day Australia 2024, a Federal Government scheme to bring international travel experts to popular locations and familiarise them with what’s on offer.

Federal industry figures said the program was expected to produce “Aussie specialists” who could then on-sell up to $30 million in tour packages.

Margaret River-Busselton Tourism Association chief executive Sharna Kearney said the specialist tour could be the shot in the arm needed to revitalise the international sector.

“Our international markets are still recovering post-COVID-19 and this is an excellent opportunity for key travel agents from around the world to gain a deeper understanding of our region to inform their clients,” she said.

“While international holidaymakers to our region make up a relatively small proportion of total visitors — at around 10 per cent or 140,000 visitors per year, pre-COVID-19 — their propensity to stay longer, spend more and travel outside of peak periods makes them highly valuable.”

Federal Tourism Minister Don Farrell said the program meant Australia remained a top choice with international tourists.

“Travel agents who see for themselves what we have to offer are able to use those lived experiences to better sell Australia as the best destination for their customers next holiday,” he said.

“Having hundreds of Aussie specialists selling trips to Australia in our key markets helps give us an important edge over other destinations around the world, which supports our world-class tourism industry, Australian jobs and our economy.”

The visitors took part in a three-day seminar at the Perth Convention and Exhibition Centre before trips to Margaret River, the Swan Valley and Broome.