APTMS – Asia Pacific Travel Marketing Services – has been selected by The Colorado Tourism Office (CTO) to guide an Australia-based marketing initiative aimed at promoting Colorado to Australia’s media, travel trade and consumers – CTO’s first in-market reps in Australia.
Australia has been Colorado’s second-largest market for overseas travel since 2011 and, despite no direct flights between Australia and Colorado, approximately 48,400 Australians visited the state in 2016, compared with 64,900 from the UK, the CTO’s top overseas market, and 36,100 from Germany, which ranks third.
“Australia has been one of our fastest growing markets since 2009, and with Australians’ interest in taking long, leisurely vacations in the U.S., it’s one of our highest-quality markets as well,” said CTO Director Cathy Ritter. “Australian travellers have long been fans of Colorado’s famed ski slopes, and our research is showing that even larger numbers are interested in experiencing our mountains, beautiful landscapes, unique wildlife and western history.”
APTMS was chosen in a competitive process from a field of five bidders evaluated by a panel that included representation from the CTO, as well as from destinations and attractions that target international travellers. APTMS begins its work for CTO effective this week, in time to represent Colorado destinations at the U.S. Travel Association’s upcoming 2018 IPW tradeshow, to be held in Denver, Colorado, from 19-23 May.
“We are honored and delighted to announce our partnership with the CTO,” said Kylee Kay, Managing Director of APTMS. “With continued demand for travel to the United States and consistent data revealing Australia’s increasing desire to seek multi-state itineraries, we can see great opportunity to showcase the diversity of Colorado to new and repeat travellers.
“We aim to capture Australian travellers’ imaginations and inspire them to visit Colorado’s fine national parks and monuments as well as city stops with world class culinary experiences, and experience the welcome and friendliness renowned to Coloradoans [and] look forward to establishing Colorado as a ‘must add’ for all Australian travellers to the USA.”