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Luxperience grows exhibitors by 33% as travel to Australasia shows strong recovery

Australasia’s only luxury and experiential travel show Luxperience (Sydney, 31 August to 3 September) is set to exceed its three year  expectations with a growth in exhibitors of 33% for its 2014 exhibition.  Many of its new exhibitors are ideal for inclusion in UK travel programmes seeking to differentiate themselves from the mainstream, according to CEO Lindy Andrews.

Tourism chiefs to Australasia and the South Pacific have all reported an up-turn in inbound international travel. The Australian Bureau of Statistics shows a growth of 5% in international visitation for the 12 months ending April 2014.  This positive news is reflected by a growth in market share by exhibitors registering for Luxperience, which was first held in 2012.  New Zealand, which has the greatest share of exhibitors, has doubled its presence to 26% of the total, closely followed by Asia which is on a par with Australia at 25% of share with an increase of almost 10% year on year.  

CEO Lindy Andrews believes Luxperience’s performance is very positive for the luxury tourism sector. She says: “What these figures don’t also reflect is the trend we have seen for more boutique properties in unique locations signing up to showcase their product at Luxperience, alongside household names like Lizard Island, Huka Lodge and One&Only Hayman Island which are established Luxperience members.  This is a reflection of the credibility of the show, because these small operators have to be much more prudent with their budget and have fewer resources with which to market themselves internationally. Many have had to reduce their international marketing efforts substantially over the last few years , and are therefore careful about selecting shows and exhibitions that will deliver a noticeable return on their investment with a direct impact on the bottom line.”  

She continues: “Our new exhibitors, such as Pretty Beach House in rural New South Wales and Islington Hotel Hobart in Tasmania along with a simply outstanding collection of New Zealand lodges give our international buyers a range of product which we know is what UK and European visitors are increasingly seeking out for their holidays.  There really is no other show to compare with Luxperience when it comes to giving some of the finest small and medium sized travel experiences in Australasia a credible and targeted platform.”  

Buyers have the option of signing up for the luxury famil programme which counts Wild Bush Luxury properties, the Barossa Valley and Baillie Lodges’ Southern Ocean Lodge among its options.  

Exhibitors paying the AU$7590 (approximately £4000) registration fee are given a four square metre suite at the show, and over three days can expect to meet with top travel buyers from around the globe including representatives from the MICE, leisure and corporate travel sectors, as well as access to initiatives such as the Corporate Connect Event, ‘Thought leaders 2014’ and the International Media MarketPlace.  

Andrews continues: “We heard anecdotally at our pop up event in the UK earlier this year how regions like Australia are bouncing back, no doubt in part a result of the favourable exchange rate and positive economic forecast. This is now being borne out by statistics and in turn will impact positively on destinations like Fiji and elsewhere in the South Pacific which are, to a large degree, dependent on the strength of the outbound UK market to Australia.”  

Luxperience will be staged at Sydney’s Pier 2/3, Walsh Bay with views over Sydney Harbour Bridge from 31 August to 3 September 2014.  The show aims to raise the profile of the Asia Pacific region as an innovator in true experiential travel.  As the only bespoke travel exchange in the Southern Hemisphere it has become an essential forum for exhibitors, buyers and international media with an interest in luxury travel.

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