TRAVEL PARTNERSHIP SET TO ATTRACT YOUTH MARKET

Destination NSW has partnered with the world’s largest youth travel network, STA Travel, to encourage international travellers to visit Sydney and Regional NSW. The two year Memorandum of Understanding (MoU) will see STA Travel promote Sydney and Regional NSW to customers across their international markets.

Destination NSW Chief Executive Officer Sandra Chipchase said the partnership promised to boost youth visitor numbers across the State.

“Youth tourism is a rapidly growing market and one we have targeted for visitor growth in NSW. Last year we achieved a new record, with over a million young people travelling to NSW in the year end June 2014, the first time any state has reached this figure over a 12 month period, and an increase of 4.2 per cent on the previous year’s figures,” Ms Chipchase said.

“This new agreement will enhance the popularity of NSW destinations for young travellers by directly promoting our State both in-store and online. It will focus on key markets such as the UK, Germany, USA, Singapore, Japan and New Zealand,” she said.

STA Travel Group Chief Executive Office John Constable said: “We are delighted to be working so closely with the NSW Government, and this new two year MoU cements and builds on the work we have been doing together over the past two years. NSW is one of our top global destinations for young travellers who flock to work, travel and experience this corner of the world. NSW offers everything including a fantastic range of youth products, transportation, infrastructure as well as off-the-beaten track adventures.”

The announcement follows a raft of youth campaigns undertaken in 2014 by Destination NSW to attract young working holidaymakers and backpackers to the State.

Youth market promotional strategies were employed throughout the year as well as publicity and marketing activity run through youth-centred travel companies such as Hostelworld, STA Travel and MTV.