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Tourism Australia is hoping two well publicised 'happy family' visits Down Under will inject further energy into the recent return to growth from Australia's traditional Western tourism markets.
Tourism Australia's Managing Director, John O'Sullivan, said the family visits - first by the cast of US sitcom 'Modern Family' and more recently by the British royal family - had generated enormous international exposure for Australia which is expected to translate into increased international visitors in time.
Families coming to stay are always special affairs but these two particular visits were especially memorable both in terms of their reception here in Australia and also the incredible exposure they received internationally.
The spectacular footage and photos of the visit by the Duke and Duchess of Cambridge to Uluru, for example, saw daily enquiries to Australia.com increase 125%. And I know Voyages and Longitude 131, who run the accommodation and tours in central Australia experienced spikes in enquiries and bookings, he said.
The reaction of the media attention from the Royal Visit was immediate - we had a spike in website traffic and have seen an increase of calls into our call centre with a an increase in primarily domestic bookings at this stage with an expectation of a pickup internationally in the next 3-6 months, said Ray Stone Executive General Manager Sales, Marketing and Distribution, Voyages.