Oprah Australia : Tourists Follow in the Footsteps 'To do that'

Tourists are flocking to Australia, but local operators are struggling to meet the needs of many fans who want to do exactly what Oprah and her fans did during 'Oprah Down Under'.

Mary FitzSimons of Folsom near Sacramento, California, came to Australia wanting to take a scenic flight over the World Heritage listed, Great Barrier Reef, in a helicopter. She said: ''I have to do that'', and that wish was relatively easy to do as there are several operators that offer scenic flights every day.

For example, Great Barrier Reef Helicopters, based in Cairns offers reef tours and scenic reef flights. Their packages with Great Adventures and Cairns Heli-Scenic offer flights to Green Island on a Half Day tour, and/or trips to the Great Adventure Platform on the outer Barrier Reef for snorkeling adventures. Quicksilver Helicopters offers a helicopter flight option for their outer reef trip. This allows you avoid the sea-sickness hazards of their reef cruise by boats and gives you lots of spare time in the morning to relax, go shopping or have a massage before your day on the reef, and quick flight back to Cairns.

Mary FitzSimons also saw Oprah cuddle 'Elvis' the Koala in the famous Whitsundays, on Hamilton Island, and she wanted to do exactly the same thing - not cuddle any Koala - It had to be 'Elvis'!

She was granted her wish and the tourist operators are doing their best to provide these 'follow in the footstep' experiences.

Tourism Australia is hoping that Mary is leading the way for many Americans who are planning a trip to Australia in 2011.

Oprah's visit to Australia was follow-up with the program featured business, art, education and tourism events to eight cities (Los Angeles, San Diego, San Francisco, Sacramento, Denver, Houston, Boston and New G'DAY USA Australia Week promotion in from 13 to 31 Janurary 2011).

Over 30 events occurred in eight cities and included conferences, forums, networking sessions, product sampling and promotions.

The campaign began in Southern California with an Australia based display area at the 22nd annual Palm Springs International Film Festival.

The promotion featured the 'Great Aussie Sale' and a trip giveaway with airfare provided by Qantas.

Tourism Australia spent $1.8 million on the Oprah visit but did not make any direct payment to Oprah or the production company.

David Beirman, a senior lecturer in tourism at the University of Technology, Sydney, has reported that January arrivals in Australia were down 5% but flight bookings were up 5 % and this was a good sign.

Mary FitzSimons who flew home in March packed many wonderful experiences into her 18-day solo tour.

She visited Byron Bay, Melbourne and the Whitsundays and many other locations. She told the Sydney Morning Herald that the trip cost between $8000 and $10,000.

She was delighted to have done many things that Oprah did during her stay downunder.

Qantas is promoting its 'Ultimate Australian Adventure' packages that include return flights, Touring and Transfers. Their popular 6-day package includes:

• 5 nights in Sydney staying in 3 Star Hotel
• A Half Day Sydney City Sights tour including Sydney Harbour and a visit to World renowned Bondi Beach
• Admission to Sydney Wildlife World, where you can see Koalas and Kangaroos and a wide range of other Australian Native animals
• Roundtrip transfers to Airport and Hotel

Online travel company Orbitz, has reported a 10% increase on bookings to Australia and the number of people arranging flights to Australia has gone up by about 5 %.

Signature Travel, a boutique travel agency, has reported and increase in passenger numbers in February by 52 % compared with last year.

David Beirman, from the University of Technology, Sydney, said that the January arrivals were disappointing and below expectations being down about 5%, but the increase in flight bookings by 5 % was encouraging.

Tourism Australia spent $5 million on a marketing push into the US soon after the Down Under. Tourism authorities also spend US$1.5 million on an "ultimate Aussie holiday sale" advertised during each of the 4 special Oprah Down Under shows, as well as in other media.

Tourism Australia reportedly paid A$3.5 million to bring Oprah Winfrey to Australia, while State governments also contributed funds. Tourism Australia stated that the Oprah screenings provide an outstanding opportunity to promote tourism in Australia in America and the other 145 countries where the show will be broadcast.

According to Tourism Australia, the tourism industry contributes $92 billion to the national economy and directly employs almost half a million people and its partners has developed wonderful deals designed to convert excitement over Oprah Down Under into firm holiday bookings.