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As crucial as ever: Visit Britain boss hails Aussie agents

Aussie success prompts expansion

Visit Britain plans to expand its presence in Australia as inbound figures to the UK from down under continue to increase.



In an interview with Traveltalk, Sally Balcombe, Chief Executive of VisitBritain, said partnerships with Australian trade remained “as crucial as ever”.


“We continue to work in-market with Flight Centre, Helloworld and airlines to amplify our marketing reach and convert the aspiration to visit the UK into actual bookings, showing how accessible our nations and regions are and telling the stories of destinations,” she said.


Ms Balcombe revealed that the organisation was predicting more than one million Australians would visit the UK this year, up four per cent on 2018. 


Australia is now the UK’s fourth most valuable market, bringing in more than a billion pounds a year.


“We are investing in an expanded VisitBritain presence on the ground in Australia, boosting the local team by three including a new Trade Engagement Executive,” Ms Balcombe said. 


“We know how important travel agents and operators are in Australia for booking UK holidays and our new trade engagement program will see us working more closely together to grow sales.”


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Written by: Jon Underwood
Published: 26 July 2019

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