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Return of the ‘10 pound’ ticket: How to attract working holiday makers ‘down under’

Clever campaign to entice young travellers from UK & Ireland to Adelaide’ for just £10 aims to fill sector’s skill gaps & boost tourism

A South Australian State Government initiative offers young workers the chance of a return flight to Adelaide for less than the price of a pizza as part of a campaign to attract young visitors from the UK and Ireland on Working Holiday Visas (WHV).

The South Australian Tourism Commission £10 airfare campaign will pitch South Australia (recently voted Australia’s most liveable city) as the perfect location to live and work, helping to fill employment gaps and skills shortages in the city and regional areas, and boost tourism. 

Pre-COVID, the backpacker market was a significant employer within the hospitality, tourism and primary industry sector. South Australia had 27,000 working holiday visitors to the state in 2019, spending $47 million in the visitor economy.

Photo by Brooke Cagle on Unsplash

A total of 200 of the £10 return tickets to Adelaide will be available on Qatar Airways services from London Heathrow, Manchester, Edinburgh, and Dublin, sold by Trailfinders, an award-winning tour operator with agents in Ireland and across the UK.

Those interested in finding out how to book one of the £10 tickets should register their interest via from 26 April 2022, before tickets go on sale in May.

Eligibility criteria requires individuals to be a British or Irish citizen, prove they have a Working Holiday Visa, be able to travel to Adelaide before September 30, 2022, and to purchase a holiday starter pack via Trailfinders.

Minister for Tourism, Zoe Bettison said it was important that South Australia is actively encouraging young workers to travel to SA, explore the state and help fill much-needed job vacancies.

“Our State is welcoming the return of working holiday makers – it’s a real win-win for young people eager to travel and work abroad, and for our local tourism industry,” she said.

“Our tourism operators have missed having international visitors on their tours and experiences, and booking up accommodation, and they’ve also missed the backpacker workforce and the vibrancy they bring.

“In turn, we know these young people have missed travelling and have missed seeing South Australia – they foster a love for our state and our country which often inspires them to return later in life.

“Whether it’s in our bars, restaurants, wineries and hotels, or on our outback stations and farms, there are so many ways that Brits and Irish citizens can work in Adelaide and across regional South Australia, helping to not only fill roles but provide an economic and cultural exchange benefit which advantages both sides of the globe.”

Australian Hotels Association General Manager, Ian Horne said it was a clever strategy to draw attention to South Australia, and another big step in our reopening to the important backpacker market.

“We want to attract these young people to come to South Australia. We know when they come, they not only work here, they additionally stay and spend as tourists,” he said.

“They also act as ambassadors for Adelaide and South Australia – telling their friends back home about all the great opportunities we have for work and play here.”

Commenting on the initiative, National Tourism Accommodation Australia (TAA) CEO, Michael Johnson said the  £10 Ticket campaign is clever and innovative.

“I think it will definitely attract more Working Holiday Makers (WHM) to South Australia. It will also support Tourism Australia’s WHM campaign currently running in the UK and Ireland,” he said.   

“It’s only for 200 people, so it’s a drop in the ocean compared to the tens of thousands of vacant positions hotels and hospitality nationwide, but it’s a great example of just how the landscape is changing.”  

“WHM are in high demand. Many countries around the world are clamouring for them and we have to be smart if we hope to attract these workers to our shores.”  

“This type of campaign is another great example of how governments can begin to make Australia stand out on the world stage and help bring in the workforce we need to recover.”   

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