Gold Medal ‘working overtime’ as Australia enquiries flood in

By Lisa James
Home » Gold Medal ‘working overtime’ as Australia enquiries flood in

Gold Medal is reporting an overnight triple-digit growth in demand for Australia after Monday’s announcement it will open its borders to fully vaccinated travellers in two weeks’ time.

The company says three-quarters of bookings made are for departure in the next three months and Australia increased its share of sales by 10% compared to the same day last week.

Interim Sales and Marketing Director Nick Hughes described Australia’s announcement as ‘the one we’ve been waiting for’.

With Western Australia retaining its zero-COVID strategy, the focus has been on New South Wales, Victoria and Queensland, with Sydney, Brisbane and Cairns the most in-demand cities.

Gold Medal had been increasing the visibility of Australia and promoting its range of product with increasing intensity via eshots to agents and through its social media activity since last week as rumours of the reopening gained pace and is in partnership discussions with regional tourist boards to further build on that momentum in the weeks ahead.

Mr Hughes said: “This is the one we’ve been waiting for, and Monday’s news sparked a real flurry of bookings for holidays Down Under.

“We’re now working overtime to help agents convert the enquiries they’re receiving into bookings. Although the news was positive, there are still some grey areas – for example, around entry guidelines for teens and children – but we’ll be here to support agents in navigating those when they’re clarified, as we have throughout the pandemic.

“Australia has long been a key destination for Gold Medal, and over the years we’ve built up a bank of unrivalled expertise and product.

“We’re looking forward to working in partnership with our partners at the national and state tourist boards to support the destination as it recovers its presence in the UK and airline capacity ramps up – and living up to our reputation as the UK’s number-one Australia specialist for the trade.”

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