VisitBritain is chasing the Australian market by appointing a former Cathay Pacific and Qatar Airways leader to manage the local business.
David Nye was given the responsibility of growing the outbound market from Australia to Britain this week when he was appointed country manager in Australia.
His main focus will be to lead the consumer and business-t0-business marketing strategy, while also working to build commercial partnerships with the travel industry.
Sumathi Ramanathan, VisitBritain’s Director for Asia Pacific, Middle East and Africa, said Nye’s appointment was an example of the organisation’s commitment to the Australian market.
“He [David] brings a wealth of commercial experience and local knowledge of Australia’s aviation and tourism industry to the role.”
Sumathi Ramanathan, VisitBritain’s Director for Asia Pacific, Middle East and Africa
“As we renew our investment into Australia and signal a new start to Britain’s promotional effort in market, VisitBritain has further committed to the Australian market by not only invested in marketing and partnership programmes but in strengthening the local marketing team.”
In addition to previous holding leadership roles with Cathay and Qatar, Nye has also worked with Newcastle Airport and been a Board member of Tourism Hunter and Destination Port Stephens.
Nye’s first task with VisitBritain will be the launch of a new marketing campaign in September, which will promote the UK as the ‘#OMGB ‘home of amazing moments’.
“Britain is packed full of amazing experiences and we want to inspire more Australians to explore more of its nations and regions.”
David Nye, VisitBritain Country Manager Australia
Along with Mark Haynes, Commercial Manager and Kristen Angus, Marketing Communications Manager, VisitBritain has also appointed Natalie Hone as marketing digital executive who joins the team in September.
Britain is currently the fifth most visited by country by Australians. They stay an average of 14 nights an spend around £1,157 per visit, which is considerably higher than £626 for other markets.