2002 - 2003 Annual Report - Tourism Australia

The Netherlands and Switzerland
Both Switzerland and the Netherlands saw declines as a result of world events, however operators
were reporting signs of a recovery at the end of the year.
Australia received a total of 52,100 visitors from the Netherlands, a decrease of five per cent
on the previous year. Arrivals from Switzerland totalled 41,200, also a decrease of five per cent.
The ATC has undertaken very focused activity in these markets over the past 12 months, using cost
effective methods to reach the segments with the greatest potential for Australia, such as backpackers
and the youth market.
Highlights and activities
• Campaigns were undertaken in
Switzerland with key partners, including
Student Travel Australia, targeting the
core youth/backpacker segment.
• In Switzerland, articles featured in key
newspapers SonntagsBlick, Neue
Zuercher Zeitung and SonntagsZeitung,
focusing on a cross section of
Australian product. A promotion
on Radio Argovia featured Australia
throughout May.
•In the Netherlands the ATC
participated in seven marketing
campaigns throughout the year with
key partners. A City Cabs program on
the Discovery Channel and Fly Away
Travel documentary provided excellent
coverage on Australia using different
themes.The ATC also attended the
Big Planet training workshops organised
by Singapore Airlines, comprising four
one-day workshops, with approximately
200 agents attending each day.
• A Dutch version of the guide
‘Essential Australia’ was produced for
the first time to help boost consumer
knowledge of Australia.
• A total of $7.6 million (Switzerland)
and $26.5 million (Netherlands) worth
of publicity was generated in these
markets, with 83 articles featured in
the press as a result of the Visiting
Journalists Program.
Student Travel Australia
campaign was designed
to stimulate bookings and
establish STA as a specialist
for Australia.
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