Bouncing back: How Australia is making its post-pandemic comeback

Like an expertly thrown boomerang, Australia’s tourism prospects appear to be arcing back with long-awaited reunions with friends and relatives now giving way to bucket list ticking. 

“Now it’s evident the traditional leisure holiday bookings are coming in. Our trade partners are experiencing very high demand and telling us anecdotally that bookings appear to be longer duration, higher spend,” says Sally Cope, UK and Northern Europe general manager for Tourism Australia. She echoes the destination’s marketing message upon its February reopening, and explains: “You’ve had your wings clipped, now it’s time to go big”. 

Tricia Birmingham, B2B trading director for Dnata Travel Group, says forward sales tripled on the reopening announcement, adding: “Bookings to Australia made with Pure Luxury continued to increase month-on-month since then, with September our strongest month to date, 97% up on 2019 and an average booking value in excess of 30,000!” 

Though she acknowledges some of the price hike does also reflect increased air fares. 

Spend is also up for Audley Travel with Australia back in its top 10. “We’re seeing an average booking value noticeably higher than pre-pandemic levels, partly due to people treating themselves to a once-in-a-lifetime trip after a period of no travel,” notes James Pook, senior product manager for Asia Pacific.