Flick through any USA travel brochure in Australia and you’re likely to find itineraries and holiday options for New York City and Florida – they’re two of Australia’s favourite spots in America, making them an easy sell for tour operators.
So why then did Adventure World decide to skip the popular cities in its first USA program?
Before answering that, it’s important to ask – what took Adventure World so long to launch a USA brochure?
Speaking at the program launch with Brand USA last night, Managing Director admitted to feeling as though the United States may have been too mainstream to fit into the Adventure World model of unique experiences.
However, in recent years the brand had received increased requests for cross-border travel from Canada’s Alberta and DC. This led to a re-evaluation of the US product available in Australia, which Adventure World found to be repetitive and focused on the same destinations.
“We looked at the local market to see what was available in Australia and New Zealand… and it was limited.”
Neil Rodgers, Adventure World Managing Director
“If I wanted to stay at a unique lodge in Wyoming or see some cultural elements of New England, that was not available.”
Ensuring the USA collection remained notably different from others in the market was just one reason New York City and Florida didn’t make the cut, Rodgers said all cities, towns and states also had to meet Adventure World’s principles of wildlife and wilderness, culture and heritage and active adventure.
So, the team worked assiduously for 18 months to put together the USA program packed with nature and adventure in destinations such as Alaska, Seattle, Texas, the Rocky Mountains, Yosemite, New England, Boston and more.
“In this collection you won’t see the Big Apple, you won’t be having a Mai Tai on Honolulu Beach.”
Neil Rodgers, Adventure World Managing Director
“But you will find a world of rustic national wonders, soaring national parks, stays at indigenous reserves and clambake on New England shores”.