Northern Rivers Tourism goes international through marketing partnership

Northern Rivers Tourism has appointed a specialist company, Parker Travel Collection, to build awareness overseas and to market destinations in the region.

The CEO of NRT, Russell Mills, said the appointment is a key element in its marketing program to build awareness of destinations, experiences and events and convert this into new business for tourism operators in the Northern Rivers region.

“Our strategy is to expand our range of export-ready products, instil confidence amongst international trade wholesalers and retailers in selling our region, as well as capitalise on the iconic profile Byron Bay enjoys to encourage international visitors to experience the wider Northern Rivers region,” Mr Mills said.

Parker Travel Collection has well-established credentials in representing Australian tourism operators and destinations in international markets for more than 12 years.

“For the past two years we have been working with some tourism operators who are active in international marketing or want to  increase their distribution and promotion. The appointment of Parker Travel Collection  increases our resources to target specialist wholesale and retail travel agencies and online travel companies to promote our region,” Mr Mills said.

The managing director of the Parker Travel Collection, Todd Parker, said it was  very encouraging to see regional areas like the Northern Rivers dedicating resources to the international markets.

“Such a fabulous destination offers international travellers an authentic Australian holiday experience — beach life and water-based experiences, thriving market culture, an emphasis on health and wellness, precious natural assets in the hinterland and National Parks of the region and an incredible bounty of locally grown produce – all combined in one accessible region,” he said.

In the year ending September 2009, the Northern Rivers received 227,200 international overnight visitors who spent more than 1.8 million nights in the region, both down marginally on the year prior. 

The top five countries from where the visitors came were the UK (69,977), Germany (25,446), USA (18,630), New Zealand (16,812), Scandinavia (13,859).  The Northern Rivers region has a 39% share of all international visitors to regional NSW, up 2% on the previous year.

NRT’s International Destination Marketing Program includes a Regional Travel Planner, featuring high-quality imagery, editorial and itinerary and package suggestions featuring the product partners.  It will be distributed and promoted over 12 months to key markets in Europe, North America and New Zealand.

There are 11 current product partners participating in the program including The Byron at Byron Resort and Spa, Apartments Inn Byron, Friday on the Beach, Outrigger Twin Towns Resort, Santai Casuarina Beach, Tweed Endeavour Cruises, Byron EasyBus, Gold Coast Airport, Bluesfest, Mojo Surf School and Cape Byron Kayaks.

The program is supported by the NSW Government through Tourism NSW and its Regional Tourism Partnership Funding Program.

Related posts:

1. New international tourism partnership a windfall for Northern Rivers
2. New marketing initiatives and visuals for Northern Rivers tourism industry
3. Northern Rivers Tourism launches new website
4. Mixed results for Northern Rivers tourism
5. Suzie Coulston is the new chair of Northern Rivers Tourism

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Related posts:

1. New international tourism partnership a windfall for Northern Rivers
2. New marketing initiatives and visuals for Northern Rivers tourism industry
3. Northern Rivers Tourism launches new website
4. Mixed results for Northern Rivers tourism
5. Suzie Coulston is the new chair of Northern Rivers Tourism