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New UK Promotion To Win An Aboriginal Tourism Adventure

2 February 2004 - A new promotion on Aboriginal tourism experiences in Australia has been launched in the United Kingdom's Daily Telegraph newspaper as part of a month long promotion.

The Australian Tourist Commission (ATC) in partnership with Qantas and Aboriginal Tourism Australia (ATA), has launched the new Boomerang Track promotion, which offers UK consumers the chance to win a 12-night Aboriginal tourism adventure.

The competition is featured in a 16-page Australia travel supplement in leading UK newspaper The Sunday Telegraph and is supported by a range of activities including consumer travel shows, direct mail and on-line promotions.

Australian Tourist Commission (ATC) Managing Director, Mr Ken Boundy said the new promotion would help to increase awareness amongst UK travellers on the types of Aboriginal tourism experiences Australia has to offer.

"Many international tourists are interested in experiencing Aboriginal culture as part of their trip to Australia, with the strongest interest amongst travellers from the UK and Europe," Mr Boundy said.

"Travellers are increasingly looking for experiences which put them in touch with a country's natural and cultural heritage, where they can learn and have new experiences unique to the destination.

"In markets such as the UK, where Australia enjoys a high level of repeat visitors, it is important that we continue to provide travellers with new and compelling reasons to choose Australia as the destination for their next holiday.

"The challenge for the industry is to ensure that we can deliver experiences which meet consumer expectations."

The travel supplement promoting the Boomerang Track also includes interviews with Olympic gold medallist, and Aboriginal Tourism Australia ambassador, Cathy Freeman and expatriate Pamela Stephenson, endorsing Australia as a holiday destination.

UK consumers will also be targeted at The Daily Telegraph's Destinations 2004 travel show, where Australia will have a stand, via the ATC's consumer website (www.australia.com), and through direct mail to 1.8 million UK travellers. Destinations 2004, one of the UK's largest consumer travel shows, is being held in London (5 to 8 February) and Birmingham (27 to 29 February).

Aboriginal dance group Descendance will perform at the London show to raise awareness of Australia's indigenous culture, and increase interest in visiting Australia.

Aboriginal Tourism Australia (ATA) Chair, Ms Lois Peeler said that Aboriginal tourism is an integral and growing part of the Australian tourism experience.

"Increasingly visitors are seeking experiences where they can 'touch the earth' and which provide the opportunity to meet Aboriginal people," Ms Peeler said.

"The Boomerang Track gives visitors an opportunity to experience the diversity and richness of Australia's Indigenous cultures from the people themselves."

Source:Australian Tourist Commission

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