Australia’s reopening signals a pivotal moment for the tourism industry. With borders closed for so long, tour operators have had the opportunity to reflect and strategise their offerings.
As the nation prepares to welcome back international visitors, a significant shift towards rural and nature-focused itineraries is evident, aligning with the latest travel trends.
Strategic Adaptation to New Trends
Tackling the challenges posed by Australia’s prolonged border closures, tour operators have strategically adapted by tuning into global travel trends. They are shifting focus from urban centres like Sydney and Melbourne to more rustic, lesser-known rural settings. This strategic shift aims to resonate with the post-pandemic traveller’s yearning for open spaces and natural attractions.
Research from the United Nations World Tourism Organization projects rural tourism as a prominent trend for 2022. Ben Hall, CEO of AAT Kings and Inspiring Journeys, emphasises the market’s demand for fewer crowds and more natural attractions. “We’ve created new products to meet those needs,” Hall stated. Such initiatives include curated trips to the Outback in Queensland and South Australia, enriching their offerings and tapping into newfound traveller desires.
Innovative Itinerary Development
In response to changing tourist expectations, Intrepid Travel and other operators have introduced 21 new cutting-edge itineraries designed to take guests off the beaten path. These innovative offerings incorporate activities such as trekking and cycling in Australia’s exquisite outdoor spaces, away from urban hustle and bustle.
This approach not only caters to the shift towards nature-centric experiences but also integrates precautious measures against the pandemic. Tour operators have observed increased engagement, with a remarkable 200% surge in web traffic to Australian tours post-reopening announcements.
Addressing Covid Concerns
Despite the allure of vast open spaces, tour operators are not blind to prospective travellers’ Covid-related apprehensions.
Ben Hall acknowledges the lingering uncertainties regarding travel conditions in Australia. “There hasn’t been the freedom of movement expected given the circumstances,” Hall notes, stressing the importance of transparency and preparedness.
The decision by Western Australia to open borders quarantine-free from March 3 is a turning point. As noted by Chris Hundleby from Road Scholar, this move allows for the resumption and confirmation of previously uncertain travel programs, confidently addressing some existing concerns.
Projecting Tourism Patterns
While the reopening is a positive step, tour operators anticipate a gradual return of international tourists. Hall predicts that overseas travellers will begin booking trips three to six months before departure, with significant arrivals expected by mid-year.
Chris Hundleby shares that the timing of governmental announcements has limited immediate tour operations but acknowledges a promising trajectory for future engagements as further plans solidify.
Ensuring Safety and Comfort
Tour operators have implemented several measures to ensure safety and comfort amidst ongoing pandemic challenges. Strategies include enhanced outdoor experiences to accommodate social distancing, such as rooftop dining options.
Ben Hall adds that hygiene protocols such as regular bus sanitation and the availability of hand sanitizers are routine. The tourism sector aims to establish and maintain trust by promoting Australia’s safe environment and abundant open spaces.
Anticipating Market Shifts
With Australia perceived as a relatively safe travel destination, operators remain optimistic about the long-term influx of tourists.
Hall foresees a substantial uptick in bookings towards the end of the year, banking on Australia’s appeal and timeless attractions.
Australia’s tourism operators have adeptly adapted to changes, embracing new travel trends while ensuring safety.
Their forward-thinking approach promises renewed vibrancy in the travel sector, setting the stage for a successful resurgence.