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Ex-Qantas CEO finds a new way to promote Aus tourism

The man that ran Qantas and the co-founder of Virgin Australia have set their differences aside to form a new company that promotes a new kind of tourism around Australia.

The man that ran Qantas and the co-founder of Virgin Australia have set their differences aside to form a new company that promotes a new kind of tourism around Australia.

Geoff Dixon and Brett Godfrey this week announced the formation of the Australian Walking Company (AWC), a Tasmanian Walking Company (TWC) initiative that aims to build on Australia’s potential as a soft adventure tourism destination.

According to figures released by the Adventure Travel Trade Association, adventure tourism, including walking and hiking, is worth around US$236 billion globally.

Soft Adventure tourism Australia

The new agreement aims to tap into Australia’s potential as a walking destination.

The sector has seen a 25 percent increase annually since 2009.

Despite this success and Australia’s iconic walking locations, Australia does not feature highly on the world stage for adventure travellers. In fact, it’s currently ranked 15th, well behind Tasman neighbour New Zealand, which is sitting in the top five.

AWC teams along with the Tasmanian Walking Company will target the growing soft adventure seekers and aim to change the mindset of more than 70,000 Australians who choose to walk overseas.

12 Apostles

This will achieved through promotion of environmentally sustainable guided walks featuring contemporary luxuries such as lodges, guides and chefs such as ‘The Twelve Apostles Lodge Walk’, which was acquired by the company.

“Australia exhibits strong potential as a world class walking destination.”

Geoff Dixon

“I am very pleased to be teaming up with the 25 year industry leader, TWC, in a partnership that will bring to life our vision to develop new and sustainable high-end walks showcasing Australia’s iconic and incomparable landscapes, produce and accommodation.”

Also involved in the initiative are tourism former Virgin CEO, Rob Sherrard and investment banker, Scott Malcolm.

Do you think Australia has the potential to be a great walking destination?