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Spotlight on Europe - Edition 2

21 July 2021

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A long-standing member of the Tourism Australia team, Eva Seller was appointed Regional General Manager, Continental Europe in 2012. Prior to this she was Marketing Manager. Eva is a proud pseudo-Aussie and passionate ambassador for Australia’s tourism industry.

It has been three months since your last update. What recent changes are impacting life in the Continental Europe now?   

The situation and mood have changed significantly since the last up-date in late March from our part of the world and that change has been for the better. COVID-19 case numbers have dropped significantly since that time and vaccination rates have increased quite dramatically. In Germany, 47 per cent of the population are fully vaccinated and more than 60 per cent of the population have received at least one dose which has significantly reduced the numbers of hospitalisations and people dying from or with COVID-19. These figures are comparable to France and Italy. This has significantly boosted morale and consumer confidence in our markets and has allowed new freedoms or reinstated some of what used to be the norm in our countries.

Specifically, this means that a European health certificate has been introduced and approved allowing European Union citizens to travel freely between countries, restaurants and hotels are finally able to welcome patrons, schools have opened again for full classes ahead of the summer breaks and many of us have returned to working partially from our offices. Face to face meetings are taking place again, limited numbers of fans were allowed to follow the matches of the European Soccer Championship, cinemas, museums and other cultural institutions provide much needed distractions.

School summer holidays have started across many of our European countries. This is traditionally a time of travel and they were eagerly awaited to allow families to seek time to relax and recharge after many months of lockdown and restrictions. Whilst most people decided to spend their holiday either in their home country or in neighbouring European countries, those long-haul destinations open for business equally saw bookings come in the minute travel was authorised. Pent up travel demand is huge, and travellers are willing to adapt to the current set of travel regulations.

The general travel industry noticed an immediate desire to book summer holidays when travel restrictions were eased, and more and more countries had their government’s travel warnings amended or lifted. That said, there are constant changes to entry regulations and rules on the ground due to changing COVID-19 numbers in popular travel destinations. This leads to confusion and a reluctance to commit to any booking with long lead times, making life hard for the travel industry. Domestic tourism in Germany, France and Italy will still be the most popular summer holiday choice for families.

Long-haul tourism operators more specifically are still waiting for most destinations to announce border opening dates and entry conditions, and in the meantime have become more diversified in their product and destination offering. The most anticipated route opening is the North America route and Canada has just announced entry for fully vaccinated travellers from early September. As the types of travellers and travel style are comparable for Europeans travelling to Canada or Australia, it will be interesting to see which booking levels this will produce.

Our very loyal and long-standing partners for destination Australia are increasingly having to divert their business to other destinations in order to be able to survive. Our buyer attendance figures at ATE Online were very high and showed that there is continued interest in our destination mixed. However, there is a strong desire to understand the exact parameters and timing around a border opening for international visitors from our markets better. 

What are Tourism Australia’s plans for the year ahead?

Much like our colleagues around the world, we have had to make the tough assumption that travel restrictions between the Continental Europe and Australia are likely to remain in place until mid-next year. This means that across all our markets we will continue to keep the Australian dream alive by a always-on, content led marketing approach.

In France, we are partnering with the Australian Embassy on the “Australia Now” initiative which is an initiative to bring France and Australia closer together across various sectors including tourism. We are showcasing Australia’s food offering during the Food Temple Festival in Paris in September through masterclasses and tasting events before celebrating Australia at the prestigious Paris department store BHV in February 2022. PR and media relations are continuing to play a major part in telling the Australian story across our three markets.

In recent times, we had a major content burst across all our markets with two dedicated Australia content specials in Germany through Merian – 200 x Australien and the online travel special on geo.de , both of which were conducted in partnership with our state and territory tourism partners. We ran a series of content initiatives around the bushfire recovery in Germany, France and Italy and received some beautiful media coverage on bush food, Aboriginal dot painting classes, tourism experiences and conscious travel.

The Distribution team is continuing to keep our partners engaged with events and recruiting more Aussie Specialists through our online training program, focusing on the launch of Aussie Specialist 2.0 and live training events with our partners in market. 

For more information:

Please feel free to contact  the team directly to share your thoughts and ideas. 

And finally, please share your top three reasons why you believe the Australian industry should stay in touch with Continental Europe this year?

1. The Continental European traveller is keen to return to Australia and will continue to disperse widely, stay longer, and spend more money while in Australia. There are trends around even longer staying trips to minimise the impact on the environment and Australia is the perfect destination for longer trips across all segments including youth.

2. We need our Australian industry partners’ help to keep the connection with and passion for Australia alive in an environment where sales are possible to other destinations. This helps to keep Australia alive with our in-market tourism stakeholders.

3. There is a lot of very tangible pent-up demand and a desire to book. We need our travel trade informed on the latest developments and news, fired up to be able to sell and feeling the love from Australia.

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We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

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Corporate Officer/Principal at Tourism Australia

Eva Seller has worked as a Manager-Continental Europe Region for Tourism Australia since 2012.

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News and Information about traveling to Australia

THINK BIG. TRAVEL TO AUSTRALIA: THE CAMPAIGN TO BOOST TOURISM

The ‘G’Day. Don’t Go Small. Go Australia ‘, developed for the Italian market with’ Think big. Travel to Australia ‘, aims to invite travelers to book their next vacation in Australia, after the reopening of international borders to all fully vaccinated tourists. “The campaign aims to remind travelers that Australia is the perfect holiday destination – said Phillipa Harrison, Managing Director of Tourism Australia – To remind all travelers of our extraordinary attractions, such as the Great Barrier Reef, Uluru and the Sydney Harbor Bridge, as well as wonderful experiences and lesser known but equally spectacular destinations.

Many new products have been launched in the last couple of years, which means that even those who already know the destination are invited to return to Australia. The world is invited to say G’Day “. Eva Seller, Tourism Australia Regional General Manager Continental Europe, commented that the international campaign aims to inspire tourists to book a holiday in Australia and invite them to live unique and extraordinary Down Under experiences. The contents of the digital campaign therefore reflect the most iconic experiences, the most popular destinations and the cities in Australia that have been most affected by the pandemic. Tourism Australia, to facilitate bookings, has also renewed the travel content on Australia.com which is accompanied by travel offers from the main operators in the sector.

To be allowed to travel into Australia travellers must; be fully vaccinated and provide vaccination status, submit a negative RAT test (rapid antigen test) which has been performed within the 72 hours before departure. A negative pre-departure test will no longer be required from 18 April 2022 All travellers must follow the requirements of each state and/or territory they are arriving in. It is important to check entry requirements prior to departure as the requirements get updated regularly. Travelers are also advised to check the requirements for stopover destinations.

Angestellt, Regional General Manager Continental Europe, Tourism Australia

Frankfurt , Germany

Professional experience for Eva Seller

Current 11 years and 11 months, since Jul 2012

Regional General Manager Continental Europe

Tourism Australia

5 years and 4 months, Mar 2007 - Jun 2012

Marketing Manager Continental Europe

2 years and 9 months, Jul 2004 - Mar 2007

Manager Germany, Austria & Switzerland

5 years and 6 months, Jan 1999 - Jun 2004

Business Development Manager

Australian Tourist Commission

1 year and 8 months, May 1997 - Dec 1998

Sales Manager Germany, Austria, Hungary

Groupe Envergure

2 years and 9 months, Sep 1994 - May 1997

Sales Executive

Hotels Campanile

Educational background for Eva Seller

1990 - 2004

Fremdsprachen

Fachhochschule Köln, Universite de Provence, University of West London

Europäischer Studiengang für angewandte Fremdsprachen

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Tourism Australia: l’intervista a Eva Seller

L’intervista a Eva Seller, regional general manager continental Europe di Tourism Australia : un interessante focus sul mercato italiano e sul profilo del viaggiatore di lusso oggi. Guarda la video intervista completa.

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What Australia and Fiji are doing for recovery

What puts germans off going on holiday, travel costs for companies are rising markedly, luxury trips firm itravel faces uncertain future, florida registers strong upswing from germany, explorer joins the schauinsland-reisen group.

Australia, New Zealand and the South Pacific are back in demand. High prices and low capacity mean that Oceania has not yet returned to pre-corona levels. But the experts at the Oceania Knowledge Day by fvw |TravelTalk are optimistic.

The pandemic has hit Oceania hard. From March 2020 to May 2022, Australia, and New Zealand, for example, were virtually unavailable to international visitors. The destinations have not yet fully recovered. From January to July 2023, Down Under recorded just over 138,000 German arrivals, 33% fewer than in the pre-coronavirus period. But the signs are good that Oceania is now catching up.

Promising forecasts

According to Seller, economic forecasting institute Oxford Economics is predicting 250,000 annual arrivals by 2029. "The best figure I've seen so far was 207,000 arrivals," she says. Seller sees only a slight shortfall in young work-and-travel holidaymakers from Germany compared to other European source markets.

The new tour operator brand, Australia Unlimited, is also experiencing strong growth. "We have already sold more than 120 trips to Australia within a year," says Timo Kohlenberg, co-managing director of the Hannover-based tour operator. "The number of advance bookings for 2024 is also going very well." Next year's bookings for Australia will be only slightly lower, if not at the same level as 2019, he predicts.

Very last minute bookings

Overall, the spokespersons noted that customers are still booking at very short notice. "We are still getting enquiries for January, February and March, which is very unusual. It makes us sweat," says Viola Ehrig-Bülters, owner of the travel agency "Die Welt wartet" in Neustadt an der Donau in Bavaria. "It is not easy to put together trips. If you organize the trip yourself, it sometimes takes a long time to confirm all the accommodation and transport on the spot". The experts also see a trend towards longer trips and luxury among Oceania holidaymakers.

Farewell to air travel bottlenecks?

"There were also many bottlenecks within Australia, especially to the red centre. This is an item on many bucket lists," says Seller. Connections from Sydney, Cairns, Melbourne and Brisbane to the so-called red centre in Central Australia have now been restored. From March next year, there will also be more daily flights to Australia.

Review and outlook

Australia wants to build on the pre-covid year, more direct flights from europe.

Meanwhile, Fiji is struggling with flight bottlenecks, including to Asia. "But airlines are increasing their services. Fiji Airlines is also offering better connections from Asian hubs such as Singapore, Tokyo, and Hong Kong," says Rau of Miller Reisen.

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Tackling seasonality: Lessons from Australia

Tourism Australia tackles seasonality by educating the trade about which regions are best to visit at different times of the year, while the destination as a whole is marketed as a year-round destination.

This is according to Eva Seller , Regional General Manager – Central Europe at Tourism Australia. Speaking to Tourism Update at ITB last week, Seller explained that the Australian climate was different in the north and south of the country. “Australia is actually a year-round destination; you just have to pick where to go.” However, she points out that the majority of visitors come between late November to March or April. Australia saw roughly 897 700 arrivals in December 2015, compared with 488 300 arrivals in June 2015.

As a result of the difference in climate, the northern and western parts are suited to travel during the dry winter, from about May or June to September or October, while the southern parts of Australia are suited to travel during the summer months. Seller says the shoulder season is great for travellers who want to see the north and south. She suggests either starting in the north around September and then travelling south, or starting in the south in April and then traveling north.

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According to Seller, Tourism Australia doesn’t mention seasonality at all in its marketing, but instead provides information to the trade through Tourism Australia’s Aussie Specialist training programme. She also points out that it is the regional tourism bodies that provide specific messages, such as highlighting the products and experiences on offer during different seasons, while Tourism Australia focuses on broader marketing of the destination.

For example, during the summer months, the north experiences a lot of rain and it is typically out of season for that region. Tourism Northern Territory highlights the experience on offer during the wet season, so that travellers who want that experience can come during that time. For example, Seller says travellers come to see the lush vegetation and the unique lighting at that time of year.

Tourism Update attended ITB in Berlin, Germany, as a guest of South African Tourism.

View the discussion thread.

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