VisitBritain has appointed David Nye as its country manager in Australia.In this new role Mr Nye will lead the consumer and business-to-business marketing strategy to grow outbound tourism from Australia to Britain.
Australia is a £1 billion market for Britain and its fourth most valuable, delivering more than one million visits annually. Earlier this year Australia was selected as one of Britain’s seven GREAT tourism markets.
VisitBritain’s marketing investment in Australia, including co-funded partnerships, has this year increased almost 60 per cent to more than A$2.7 million.
Mr Nye will also build VisitBritain’s commercial partnerships with the travel industry in Australia and international airlines to increase access to the UK’s regions. He will work closely with the travel industry on business-to-business marketing and to promote Britain’s tourism offer at national trade events.
VisitBritain Director for Asia Pacific, Middle East and Africa Sumathi Ramanathan said:
“We are delighted to have David at the helm of one of Britain’s most important tourism source markets. He brings a wealth of commercial experience and local knowledge of Australia’s aviation and tourism industry to the role. As we renew our investment into Australia and signal a new start to Britain’s promotional effort in market, VisitBritain has further committed to the Australian market by not only invested in marketing and partnership programmes but in strengthening the local marketing team.”
Along with Mark Haynes, commercial manager and Kristen Angus, marketing communications manager, VisitBritain has also appointed Natalie Hone as marketing digital executive who joins the team in September.
VisitBritain Country Manager Australia David Nye said:
“Britain is packed full of amazing experiences and we want to inspire more Australians to explore more of its nations and regions. We’ll be launching a new marketing campaign in September and building commercial partnerships to increase our competitive tourism offer in this valuable visit market as we promote the UK as the #OMGB ‘home of amazing moments.”
Australian visitors stay longer in the UK, averaging 14 nights compared to eight for other markets. They also spend more, on average £1,157 per visit compared to £626 and they travel to more of the UK’s nations and regions than other visitors.
Britain is the fifth most visited country in the world by Australians.
Mr Nye, who took up his new position at the end of July, has 30 years aviation and tourism experience gained in leadership roles with Cathay Pacific Airways and Qatar Airways in the UK, Indonesia and Singapore, and more recently with Newcastle Airport in New South Wales. He has been a Board member of Tourism Hunter and Destination Port Stephens and in his role at Newcastle Airport worked collaboratively with Tourism Australia and Destination New South Wales to profile the Hunter region domestically and internationally.
Latest figures from VisitBritain show that for the first quarter of 2016 visits from Australia were up 10% to 157,000 compared to the same period last year. Spend was up 30% to £173 million.
Inbound tourism is worth £26 billion to the UK economy.