‘Rivals’ Forge New Partnership For Australian Tourism
Adventure tourism[1], including walking and hiking, is worth an estimated US$263 billion globally with growth of in excess of 25% annually since 2009. Australia, however, does not feature highly on the world stage for Adventure travelers, ranking currently 15th in the industry’s travel destinations index. Our closest neighbour, New Zealand consistently ranks in the Top 5 and is currently ranked 3rd.
Geoff Dixon and Brett Godfrey on behalf of the Tasmanian Walking Company (TWC), announce today the formation of the Australian Walking Company (AWC) in a landmark partnership that through new investment, aims to redefine the current perception and raise awareness of Australia’s outstanding walking destinations and associated product offerings.
Further, AWC are pleased to announce its first acquisition, the Twelve Apostles Lodge Walk in Victoria. This exceptional product is one of the eight Great Walks of Australia and offers an exclusive 4 day, 3 night guided lodge experience from Castle Cove to the Twelve Apostles.
Former owner, Dana Ronan, comments “We are delighted with the sale to AWC. Adventure tourism is a growing sector and the Twelve Apostles Lodge Walk will now realise its full potential under this new ownership”.
AWC teams with the market leading Tasmanian Walking Company, tourism industry leaders Geoff Dixon, Brett Godfrey and Rob Sherrard, and Greenstone Partners investment banker, Scott Malcolm. Setting out to engage a new generation of inbound experience seekers and change the mindset of the more than 70,000 Australians who annually choose to walk overseas. AWC will deliver environmentally sustainable guided walks with contemporary luxuries employing the company’s own lodges, guides and chefs, serving the best of Australian produce and beverages. Following the acquisition of the Twelve Apostles Lodge Walk, the AWC consortium will together own 3 of the 8 recognised ‘Great Walks of Australia’
The Twelve Apostles Lodge Walk will be operated by Launceston headquartered TWC, which was purchased by Tasmanian tourism investors Brett Godfrey and Rob Sherrard in 2013. Offering unique experiences in eco-tourism, TWC owns a number of award winning walks including the unparalleled Cradle Mountain Huts Walk along the World Heritage Area, Overland Track; the Bay of Fires Lodge and Spa and the Wineglass Bay Sail Walk, all in Tasmania.
Geoff Dixon commented, “Australia exhibits strong potential as a world class walking destination and having recently walked both Maria Island and the 12 Apostles, I am delighted to be involved in this burgeoning high yieldtourism sector. I am also very pleased to be teaming up with the 25 year industry leader, TWC, in a partnership that will bring to life our vision to develop new and sustainable high-end walksshowcasing Australia’s iconic and incomparable landscapes, produce and accommodation”.
Brett Godfrey added, “TWC’s expanding portfolio of walks is becoming one of the great tourism experiential brands. Rob and I are excited to partner with Geoff and Scott in a consortium that shares a determination to raise the profile and quality of Australian guided walks which have long been ‘under-weight’ on the world’s stage”.
Managing Director of Tourism Australia, John O’Sullivan said, “AWC’s shareholders have a history of leadership, innovation and success in the tourism sector. They are an exciting and welcome addition to a relatively untapped market and compliment Tourism Australia’s vision and focus of growing inbound high yield tourism”.
While the acquisition of the Twelve Apostles Lodge Walk represents AWC’s first guided walks investment, the partners have long enjoyed a presence together in the tourism industry most famously as spirited ‘archrivals’ in aviation. Geoff Dixon, former Qantas Chief Executive and Brett Godfrey, former founding Virgin Australia Chief Executive have put aside their 10-year competitive ‘rivalry’ opting for a sea change from arguably the world’s most dynamic industry. The partners found détente and a common purpose on the board of Tourism Australia. Following
Geoff’s recent retirement as Chairman, they will utilise AWC to promote sustainable Australian lodged based walking experiences.
The launch of AWC and acquisition of the 12 Apostles Lodge Walk are an important but first step in broader plans for growth in and marketing of the sector with the consortium now looking at and considering other investments in the guided walks market.
ABOUT THE TWELVE APOSTLES LODGE WALK
The exclusive 4 day guided experience takes in the ‘wild’ side of the Great Ocean Walk from Castle Cove ending at the Twelve Apostles. With walking groups no larger than ten trekkers at a time, it offers an immersive and intimate experience along one of the great coastlines of the world. The ‘off the grid’ lodge accommodation features large king bedrooms with ensuites, heating, passive solar design, foot spas and a live in chef. The cuisine complements the trail adventure, showcasing local and regional ingredients accompanied by Victorian wines. A scenic helicopter flight recognizes the achievement of the experience.
ABOUT THE NEW OWNERS
Geoff Dixon, who stepped down from his role as Chairman of Tourism Australia last month, has investments in the hospitality sector. He is Chairman of the Australian Pub Fund which owns and operates twelve hotels across Sydney and Brisbane, and operates three family owned hotels. Geoff remains involved in a number of ASX listed boards.
Scott Malcolm is Chairman of the Sydney based corporate advisory firm, Greenstone Partners, which he founded in 2003. Prior to Greenstone Partners, Scott was a Director in Credit Suisse's investment banking department in Sydney.
The Tasmanian Walking Company owners Rob Sherrard and Brett Godfrey jointly purchased the company in 2013 from Gresham Private Equity. Together they have invested in several other tourism ventures including Quamby Estate and Country Club, Entally Lodge and Vineyard, Lake House and Low Head all in Tasmania and Makepeace Island in Queensland, a joint venture with Sir Richard Branson. Brett sits on several public company boards involved primarily in tourism and aviation.
For Twelve Apostles Lodge Walk Enquiries:
Visit www.twelveapostleslodgewalk.com.au or call 1300 767 416
[1]2013, Adventure Travel Trade Association “Adventure Tourism Market Study” & “2015 Adventure Tourism Development Index (ATDI)”
Source: PR Wire / Australian Walking Company, 4th August 2015
Originally published as: ‘Rivals’ Forge New Partnership For Australian Tourism
