Australian tourism has made an excellent recovery since 2017 because of using the right sales funnel strategy. In 2017, Tourism Australia was struggling to meet its target in spite of an increase in the number of Americans traveling outside their country. After the deep analysis of its sales funnel, Australian tourism department created a new campaign to boost the incoming of US travelers to the country.
From 2007 to 2017, there was an increase in the number of Americans traveling to different corners of the world by 11% but the percentage of the US people visiting Australia stuck at 1.3%. Then, the sales funnel of Australian tourism was taken into consideration and it was found that the value of sales for Australia only stood at 30% which was lower than its competitors. For example, the UK tourism sector had a conversion rate of 58% which reflected the high sales funnel value.
In order to address the marketing problem, the help of a spoof trailer for the film, Dundee was taken in order to produce a campaign to address the problem. The trailer was backed by online videos which addressed many issues on the subject to know the reasons Americans why weren’t traveling to Australia. The strategy was designed for the time period of 2018 to 2020, it has already started showing the signs of its success.
Most of the marketing strategy experts read the research about best funnels to create a campaign in order to improve the sales of their products. In the case of Australian tourism, an improvement of 13% in the bookings by Americans has been seen in the recent time which has taken Australian tourism to a new height.