The Kangaroo Route: New tourism partnership aims to bring more Australians to Britain

The partnership comes after figures from the national tourist board reveal spending from the country is up by more than 50 per cent over the past five years. A co-branded marketing campaign – ‘Flying in the face of ordinary Britain’ – launched earlier this week, with special air fares now being offered from Australia to London with a bonus trip to Manchester, Edinburgh or Aberdeen.

VisitBritain’s marketing director Joss Croft said: “We’ve seen spend levels grow 52 per cent from the Australian market over the past five years so it’s hugely important to extend our partnership with Virgin Atlantic, our key  airline partner linking the UK to Australia.

“London is one of the most inspirational and diverse capitals in the world and the gateway to Britain. VisitBritain and London & Partners are the perfect partners to help Virgin Atlantic capitalise on the increased global awareness and attention this exciting destination has received following the success of the London Olympics and the Diamond Jubilee celebrations.”
Since 2008, the price tag on a trip to London from Australia has become more affordable, allowing more travellers to venture further afield to destinations within Great Britain.

Record​ year​

As a result, more than three million Australian visits to London have occurred over the past five years, with those visitors spending around £2.2bn in the capital.

Virgin Atlantic’s general manager for Australia and New Zealand, Luke Fisher,said: “Last year was a record year for Virgin Atlantic on the Kangaroo route. Our passenger numbers travelling through to the UK increased by more than 20,000 people and we saw a marked improvement in our market share to London.

“We have developed a strong partnership with VisitBritain in this time and we are excited to be working with VisitBritain again this year and to also welcome London & Partners on-board for this year’s campaign as well.”

Rich cultural offering​

London & Partners’ director of consumer marketing and digital channels, Julie Chappell, added:“The kangaroo route has brought many millions of Australian residents to London since the 1930s and last year Australia was London’s fourth-biggest market for tourism expenditure, generating £470m.

“This new partnership with Virgin Atlantic and Visit Britain will further build on our strong ties with Australia by attracting more visitors keen to experience London’s rich cultural offering, world class events and shopping.” 

Through this new collaboration, the ‘Flying in the face of ordinary to Britain’ campaign communicates each organisations’ commitment of inspiring Australian travellers to visit London and Britain, not just in 2013 but beyond into 2014.