Sally Cope, Tourism Australia regional general manager, UK and Northern Europe, predicted the country would appeal to post-pandemic travellers.

“There’s a greater appreciation of travel and experiences – and making them matter,” she told TTG. “One of the great benefits Australia has is its wide-open spaces, the vastness, and the ability to really reconnect with nature. I think that will be important to people.”

Most of Australia reopened to working holidaymakers on 15 December, with leisure travel next in line. The number of working visas issued before the pandemic totalled 15,000. 

“We are really seeing demand for that gap year,” said Cope. The next step will be the leisure travel. We’ve definitely got progress on the reopening. The vaccine take-up has been really high. There’s a growing sense of confidence they can stick with the plan and keep reopening. 

“At the moment, there’s a 72-hour self-isolation. You need those frictions to all be removed before leisure tourism is really going to take off." Cope anticipates changes early in 2022. 

Tourism Australia also believes a focus on sustainable tourism and indigenous culture will resonate with people looking to visit the country.

“We’re putting the spotlight on sustainable tourism practices that have been happening in our industry but haven’t been really heralded,” Cope said, adding indigenous culture gave Australia “a unique positioning”. 

“We are going to be encouraging people to choose an Aboriginal experience as part of their itinerary.” 

Continued investment

Cope said sticking with content marketing during the pandemic had paid off, with Australia ranking highly among the UK’s most desirable destinations. Domestic tourism, meanwhile, has meant continued investment during the pandemic. 

“It’s not as though the industry has been mothballed,” she added. 

Meanwhile, the Aussie Specialist Agent online training programme has been relaunched on an interactive platform encompassing food and wine, the arts and sport. “It’s like an invitation to the Australian way of life,” she said. 

Cope added she was “quietly confident” fam trips would resume in the second half of 2022, while Oz on Tour in the UK is pencilled in for March.

As a sign of how things are improving, Western Australia is set to emerge from one of the country’s most stringent lockdowns next year. 

Restrictions in the enormous state saw Qantas shift its non-stop Heathrow flight from Perth to Darwin in October until at least April 2022 as most international visitors were banned. 

Since then, Western Australia has announced more steps towards reopening to international tourists. 

Restrictions are due to be eased on 5 February, when quarantine-free stays will be permitted.

However, entry will be limited to double-vaccinated immediate family members, including parents of adult Australian citizens and permanent residents. Double-vaccinated working holidaymakers will also be permitted entry. 

This applies to those who possess working holiday visas and are aged 18-30, or 18-35 if an Irish citizen. All visitors to Western Australia will also be required to return a negative PCR test result up to 72 hours prior to departure, and on days two and six.

Opening up

The planned easing of restrictions is based on latest projections for when Western Australia will achieve its target of 90% double vaccination for eligible residents aged 12 and above. 

Western Australia premier Mark McGowan said: “WA’s unique position of zero-Covid and a 90% vaccination rate means border controls can ease with minimal community restrictions compared to other jurisdictions.”

The news follows the announcement of a £99.6 million Reconnect WA package. The fund features a £35 million commitment to re-establish international and interstate flight routes disrupted by the pandemic, as well as targeting new routes. 

Another ambition is to bring “blockbuster events” to Perth and the wider state, with previous successes having included attracting Manchester United and Chelsea to play. Another £8 million is being spent on encouraging major conferences to come to Perth. 

UK agents and operators will also benefit, with additional marketing investment up to 2023 to inform the industry about new developments and help secure bookings. 

The closure of Australia’s borders to the world has been offset by a boost in domestic tourism, meaning renovation and investment in hotels and attractions has continued. 

Tourism officials are keen to stress an increase in hotel capacity since the closure of borders will mean keener rates when international visitors return. 

Brendan McClements, Visit Victoria chief executive, told TTG new hotel openings in Melbourne meant excellent rates for those arriving in the state’s gateway. He said six new upscale properties had opened or begun construction during the pandemic, including W and Ritz-Carlton. 

“Melbourne requires international visitors to reach full capacity, I’m anticipating there will be good deals to be had for quite a while,” he said. “Victoria and New South Wales are leading the charge to reopen. We’re trying to bring back as many planes as possible and to make a good offering for visitors.”

New focus

A UK trade effort will begin next year, with two interactive training days on 1 February and 8 February under the banner Choose Your Own Victoria Adventure. “We’re keen to let people know what we’ve been doing,” said McClements. 

New attractions include the 160km walking trail in The Grampians national park and Wildlife Wonders on the Great Ocean Road, a bushland conservation experience, while the Puffing Billy railway has a new visitor centre. 

The state’s Good Natured Victoria campaign focuses on sustainability and respect for indigenous cultures, highlighting attractions, initiatives and organisations that support threatened species and help regenerate native habitats.

“You can even adopt a penguin – as cute as they are, they still need help,” said McClements. 

Pre-pandemic, the UK was Victoria’s fourth-largest market, with 221,000 visitors. McClements said the state was hoping to benefit from those with unused holiday days. “I’m sure there will be sensible encouragement for people to do that,” he said. 

He added: “In Victoria, all the things people recognise are up and running. You will find a highly vaccinated population and it’s incredibly safe.”