Byron Bay the lure for education tourism

In a regional first, Northern Rivers Tourism (NRT) has partnered with tertiary education institutions and international airlines to raise awareness of and increase interest in study and travel experiences in the Northern Rivers.

The ‘Study and Play in Byron Bay’ campaign capitalises on the international awareness of Byron Bay as a destination amongst international youth and student travel markets.

“Marketing 101 tells us that you need to lead with your strengths. For international markets, Byron Bay is a calling card for our region, so it makes sense to capitalise on that awareness to introduce the wider region,”  said NRT CEO Russell Mills.

“With Byron Bay as an iconic Australian holiday destination, the Northern Rivers region plays host to some of the most exotic natural wonders of the world. 

“The breathtaking beaches and stunning subtropical rainforests that stretch between the Clarence River and Tweed Heads have always attracted hoards of holidaying students and young international travellers.

“The ‘Study and Play in Byron Bay’ campaign recognises the lucrative education tourism market and a commitment to its development through educational and travel partnerships.

“Education visitors represent 32% of the total number of ‘visitor nights’ spent in Australia, as well as the highest average expenditure of all categories of international visitors. 

“The involvement of Southern Cross University and North Coast TAFE in this innovative campaign means that these visitors will be encouraged to extend their stay by exploring the study programs available to them.

“We have first-class education institutions offering diploma to degree education in this region, so it’s really playing to our strengths.

“Travel isn’t purely about holiday and leisure, but nor is education simply about academic qualifications. By promoting study and travel experiences together, we think we can capture a significant share of the inbound education travel market.”

International airlines Air Asia and V Australia are partnering Northern Rivers Tourism through prize promotions offering the chance to win an airfare to the Northern Rivers in the UK and US markets respectively. 

The campaign promotes North Coast TAFE Study Tours in the Northern Rivers and Southern Cross University’s Study Abroad program.

Itineraries are being developed as part of the prize promotions and these will add a new dimension to the study experience of international students.

Jointly funded by NRT, Southern Cross University, North Coast TAFE, Air Asia and V Australia, the campaign is supported by Tourism New South Wales through the Regional Tourism Partnership Program.

“With the State Government identifying education visitors as a key facet of its three-year tourism strategy, the ‘Stay and Play in Byron Bay’ campaign is evidence both of Northern Rivers’ creative branding and commitment to inbound tourism to NSW and Australia,” Mr Mills said.

Related posts:

1. New international tourism partnership a windfall for Northern Rivers
2. Tourism calls for a share of stimulus package
3. V Australia’s direct US flights can unlock Northern Rivers’ tourism potential
4. Northern Rivers wins four NSW Tourism Awards
5. Tourism symposium hailed as a success

Related Articles:

Related posts:

1. New international tourism partnership a windfall for Northern Rivers
2. Tourism calls for a share of stimulus package
3. V Australia’s direct US flights can unlock Northern Rivers’ tourism potential
4. Northern Rivers wins four NSW Tourism Awards
5. Tourism symposium hailed as a success