South Australia eyes Middle East


The state of South Australia targets the Middle East in preparation for Emirates inaugural flight to Adelaide. To cater to this growth, the South Australian Tourism Commission (SATC) has appointed a marketing representation company in Dubai in preparation for Emirates’ scheduled Adelaide launch on the November 1st, 2012. The organisation will be represented in the GCC by OMG! in the UAE.

 Sigrid Frede, International Operations Manager, SATC explained the move as strategic: “We are very excited with this new development. Adelaide is Emirates’ fifth Australian destination, the first flight direct to Adelaide by any GCC carrier and hugely significant for us.”

She further added: “South Australia has many outstanding experiences to offer international travellers and is the perfect starting point for an Australian holiday. We just need to tell Middle Eastern consumers about it. While our current visitation from the Middle East is relatively low at 3,000 people a year, we expect direct flights to at least double the number by the end of December 2013.”

The Middle Eastern visitor has traditionally been wooed by Australia because, according to statistics by Tourism Australia, the average tourist stays for three weeks and spends AU$7,025 per head excluding air tickets. The SATC will back its marketing effort with direct interaction with travel agents to educate the trade and will work with the top five regional agents to develop product specific to the Middle Eastern demand. It also has trade and media trips planned in October.

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