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Australia: a live cultural experience for more tourism

Since 2014 John O'Sullivan has been managing director of Tourism Australia – and this is his first time at ITB Berlin. “This is an important trade fair for Australia. We have a stable European market. Since 2010 visitor numbers from Germany have risen to 190,000 in 2015, an increase of 28 per cent, and two per cent more than the previous year“, said O'Sullivan, who plans to increase tourism industry turnover to 115 billion dollars by the end of the decade. The target is for German tourists to generate up to two billion Australian dollars by 2020.

In 2015 7.5 million people visited Australia, eight per cent more than in 2014. In 2015 German visitors spent an average of 5,614 Australian dollars, an increase of four per cent. 

Australia fascinates the visitor with its natural landscape and is home to one of the world’s oldest cultures still in existence. A key topic of Australia’s travel industry is indigenous tourism: aborigines from all parts of the country show visitors aspects of their culture. “Whenever we explain our culture to visitors it means that we are keeping this culture alive,“says Neville Poelina of Uptuyu Aboriginal Adventures. Sonya Jeffrey of Ingan Tours agrees: “Our stories are unique. Every story experienced with aborigines is different.“ 

A tip for travel salespersons: Tourism Australia has redesigned its Aussie Specialist Programme (ASP) to make it easier to market Australia as a travel destination. The website functions on any mobile device.


Antje Lückingsmeier



Hall 5.2a, Stand 114

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