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Spotlight on Europe - Edition 4

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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.

In your last update, you shared insights into your plans to support recovery from the European market. Please update us on how this is tracking.

The Tourism Australia team, our state and territory colleagues and our industry partners have been busy implementing the plans we shared previously. We started with the boarder reopening announcements in February which resulted in fantastic media coverage across Germany, France and Italy and encouraged media to publish stories which were freshly produced but put on hold at the onset of the pandemic. 

In collaboration with distribution partners, we followed the announcements with three iterations of the Working Holiday Maker campaign ‘Work and Play the Aussie Way’ – Jobben und Reisen Aussie Style in Germany, Travailler et Profitez, c’est ca l’Australie in France and Vacanza & Lavoro, il tuo sogno australiano in Italy – and three ‘Don’t Go Small, Go Australia’ re-opening campaigns – Zeit für etwas Grosses. Zeit für Australien in Germany, Voyez Grand, Découvrez l’Australie in France and Pensa in Grande. Viaggia in Australia in Italy.  

We will soon be in market with Singapore Airlines across the region as well as some further tactically driven initiatives. Trade education and promotion of the Aussie Specialist Program is the other key activity at present. Last but certainly not least, we are incredibly happy that the first set of journalists have travelled from Europe to Australia to produce new stories for this market. 

You will see a strong buyer delegation at the Australian Tourism Exchange (ATE) this month with 48 buyer companies and 12 media from Europe attending ATE Live.

Don’t Go Small, Go Australia campaign, Germany © Tourism Australia

The border announcements, firstly for Working Holiday Makers and then the general border reopening were extremely emotional moments, met with sheer joy of being able to send people to Australia again and, realising that we would be able to attend ATE Live and touch Australian soil ourselves for the first time in over two years.

The day of the border opening was met with great activity across our markets. We participated in opening aperitivo events across 12 Italian cities, hosted by the Discover Australia Group, we briefed a large group of journalists with our state and territory colleagues in Germany, and invited passers-by in central Paris to take part in an Australia themed quiz giving them instant access to the infamous Australian flat white in the Fitzroy Café during our month-long Australia consumer activation with famous Paris department store BHV.

We received very emotional messages across social media, and on a personal note, I was pleased that my goddaughter was one of the first flights embarking on her long-awaited working holiday stay in Australia.

‘Colours of Australia’, BHV Marais, Paris © Tourism Australia

Welcome back event in Milan, Italy © Tourism Australia

How is consumer sentiment towards travel? Are there any booking trends emerging, relevant to Australia?

It is great to see that the consumer demand is there for long-haul travel. With the Ukraine war on our doorstep, we were a little anxious about the impact this might have on our potential travellers. So far, whilst we are experiencing price increases and seeing the very emotional scenes unfolding through media and the large influx of refugees arriving in our countries who are welcomed with open arms, we have not seen a major slowdown in travel. The impact on German consumer travel behaviour has been minimal which the recent Easter holiday has shown. There is a little more uncertainty in France and Italy around the unfolding situation, but even so demand is strong. 

Key distribution partners reported a surge of last-minute bookings immediately after the border announcement for imminent departures and those visitors are on their way to Australia now. Europeans have not changed their pre COVID-19 travel patterns too much, with most bookings made for August/September; however, travellers are considering how complex the travel procedures are to their destination of choice, reliability of border openings and are taking out comprehensive travel insurance.

The European traveller is now more than ever before looking for great nature and wildlife experiences and they want to know the impact they make and traces they leave behind with their trips. 

Road trips and self-drive itineraries are currently selling best, which traditionally have been strong in this part of the world. There is a keen interest in Aboriginal tourism experiences and learning from First Nations peoples. Surprisingly, and in a way contrary to what I said at the onset of the crisis, group travel is not dead, and we have seen requests coming through for escorted, small group travel.

For more information:

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

What in-market events are you planning this year?

Live events are very much back in Europe and there is much demand for them. In collaboration with state and territory partners, we held two “welcome back” Aussie Specialist events in Milan in early April and a roadshow across four German cities. We will host a similar format in Paris in mid-June. Outside of a series of key distribution partner-led roadshows which we are joining, we are also excited to be looking at our next Australia Marketplace UK/Europe to be held in London in November. We are expecting a very good turnout for this as some buyers who are unable to attend ATE Live will attend this event in November.

On the PR front we have equally been hosting our journalists at the “Welcome back” media events and briefings across Germany and Italy so far and the French event will be linked with the trade facing events in June.

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Acknowledgement of Country

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.

Angestellt, Regional General Manager Continental Europe, Tourism Australia

Frankfurt , Germany

Professional experience for Eva Seller

Current 11 years and 10 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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Millions of people are traveling to see the total eclipse. Hotels, motels, and skydiving operators are making bank on it.

• Millions of tourists are expected to boost economies in Texas and New York during the eclipse.
• Hotels, an eyeglasses manufacturer, and even skydiving companies are preparing for increased business.
• One study predicted that the eclipse could benefit the US economy with nearly $1.6 billion.

As millions of Americans get ready to watch the total solar eclipse on Monday — an event NASA has described as rare and "spectacular" — the phenomenon stands to lift local economies.

Various industries are poised to benefit from the millions of tourists flocking to cities in Texas, Ohio, and New York , which are on the eclipse's "path of totality" and offer the best views of the ring around the sun.

According to NASA, this year's eclipse is set to last three to four minutes, longer than the last solar eclipse , in 2017. People who miss this one will not be able to see another in the contiguous US until 2044 or 2045, the agency said.

Up to 3.7 million people are set to travel to the path of the eclipse, joining the 31 million people already living along the stretch, according to predictions by the eclipse-tracking website Great American Eclipse .

Visitors are expected to spend big: They'll shell out up to $1.6 billion on lodging, activities, food, and gas, the Texas economic consultancy Perryman Group estimated .

Here are some of the industries seeing big boosts from Monday's eclipse.

Hotels and Airbnbs book out

The budget hotel chain Super 8 has over 300 locations within the path of totality, per The New York Times. About 100 of these hotels are sold out for Sunday or Monday, according to the chain's website.

One two-star Super 8 branch in Grayville, Illinois, is advertising rooms for between $765 and $950 from Sunday through Tuesday. On most days, the rooms typically cost $80, the Super 8 website shows.

Higher-end hotels are seeing similar spikes. A JW Marriott in Dallas listed a standard room for $1,039 for Sunday night. It typically costs between $355 and $482, the website said.

Related stories

Visitors are flocking to Airbnbs, too. As of March 25, occupancy rates for April 7 soared to 88% across 110,000 active listings on the path of totality, according to the vacation-rental-data company AirDNA.

The biggest glasses manufacturer has sold out

People can permanently damage their eyesight by looking straight into the sun during an eclipse, so NASA recommends specific solar-filtering glasses .

The eye-protection guidelines translated into huge sales for some glasses manufacturers.

Tennessee's American Paper Optics, the country's largest producer of protective eclipse eyeglasses, has seen a big jump in sales compared with the total eclipse in 2017.

The company started taking eclipse orders two years in advance, John Jerit, the company's founder, told NPR on Friday. The glasses sold for $1.50 to $2 apiece.

"We've shipped already about 70 million glasses, and I suspect I'm going to approach right at 75 million by the time next week comes," Jerit said.

American Paper Optics sold out of glasses this year after producing about 30 million more glasses than it did for the total solar eclipse in 2017, according to a sales figure on the company's site .

Eclipse skydiving attracts thrill seekers

Some adrenaline junkies seeking a novel vantage point are planning to jump during totality to enjoy the darkness from the sky.

A group of 30 skydivers plans to jump in northern New York on Monday, Fox News reported . Tickets for the dive, hosted by the local company Skydive the Falls, sold out in seven minutes after they went live in January.

"We're going to jump one minute prior to totality, so we can enjoy totality in full under our parachutes," Jason Berger, a co-owner of Skydive the Falls, told Fox News.

A similar event in Dallas sold out of its $250 eclipse skydive tickets, too.

For sun observers on the ground, restaurants are making the most of the celestial phenomenon with eclipse menus and specials. Establishments like Smoothie King, Applebee's, and Sonic are offering special eclipse-themed smoothies and margaritas, as well as "blackout" drinks to mark the occasion.

Watch: A small Australian town was treated to a rare hybrid solar eclipse

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