Australian Superyacht Industry on the world stage

Wednesday, 26 April 2017


Famil’puts Australian on the world stage Superyacht Industry superyacht and tourism heavyweights have recently rolled out the red carpet for some of the world’s most influential charter brokers to experience the wonders of super yachting Down Under.

With the support of Tourism Australia and Ultimate Winery Experiences Australia, Northrop & Johnson Australia, which manages the nation’s largest superyacht charter fleet, has just staged an eight-day ‘super famil’ that invited key international industry figures to experience two of the country’s most iconic cruising destinations.

Charter brokers from London, Monaco, Russia, New York, Florida and New Zealand spent four days exploring Sydney from the luxury of the 120-foot Sahana, and then were introduced to the magnificence of the Great Barrier Reef aboard the super sleek 115-foot Spirit.

Northrop & Johnson Australia managing director Cameron Bray said the trip familiarised international brokers with the world-class superyacht charter experience available in Australia.

“These people are based in some of the world’s most wealthy hubs with clientele that are ultra-high-net- worth (UHNW) individuals who are adventurous and wanting to go further afield,” Mr Bray said.

“We were able to show them the diversity available in Australian superyachting; the cosmopolitan experience in Sydney with superb shore-based highlights and then the fishing, diving and exploration possible on the Reef.”

Mr Bray said the experience was designed to mimic the guest experience and give international brokers the confidence to send their clients on superyacht charters with Northrop & Johnson in Australia.

“Most of them had never been to Australia and this was an opportunity to show them that we have exceptional yachts, highly professional crew and spectacular cruising grounds that meet the high expectations and demands of their clientele,” he said.

“We can send them our photos and brochures all day, but if the brokers can experience it themselves then they will have much more confidence in sending their clients down here.”

Tourism Australia global manager of experiences Karen Fitzgerald, who co-hosted a wine tasting aboard the Sahana for the group, said that the ambitions of the superyacht charter industry in Australia aligned closely with its own efforts to attract more UHNW tourists down under.

“This is a relatively untapped sector of the tourist market for Australia, and certainly an area which has the potential to give us a competitive advantage against many of our competitor destinations,” she said.

“What happens on-board is obviously critical to the superyacht experience, but so too are the land-based experiences which form such an important part of the itinerary.

“This is an area we see huge opportunity for Australian tourism and key to our thinking when putting together this famil.  

“It was great to involve one of our close partners, Ultimate Winery Experiences of Australia, whose premium collection of award-winning wineries offer the kind of uniquely Australian food and wine experiences in such spectacular locations that we feel will resonate very strongly with the international superyacht customer.”

Superyacht Australia CEO MaryAnne Edwards said the trip eventually would have a knock-on effect for the industry’s extensive supply chain which employs thousands of people.

“There is so much scope for growth in the superyacht charter industry here and it’s exciting to see initiatives such as this bringing us closer to realising this potential,” Ms Edwards said.

Mr Bray said early feedback from the participants was very encouraging, with some indicating they had clients who would be interested in taking an Australian superyacht charter.

“All of them were incredibly impressed, particularly with the high quality and variety of cuisine onboard our yachts and with how much there is to do down here,” he said.

Aside from cruising two of Australia’s most iconic charter destinations in absolute luxury, the group experienced high-end hotel accommodation, fine food, superb wine, and iconic leisure activities on and offshore.

In Sydney, the group explored the world-famous harbour and stunning Pittwater from the plush comfort of Sahana while also climbing the Harbour Bridge, taking a sea plane flight and savouring fine onshore dining in Palm Beach.

They also viewed ancient rock art on the guided Aboriginal Heritage Walk in spectacular Ku-ring-gai Chase National Park and stopped in at Manly, before jetting off to Far North Queensland for the next leg of the trip.

In Port Douglas, the group boarded Spirit and headed out to sea to enjoy snorkeling, diving and exploring the natural wonder of the Great Barrier Reef.

The four-day reef jaunt included a stop at Lizard Island for water sports and exploration of the island’s 1000-hectare national park, its pristine beaches and surrounding reefs.

Mr Bray said Northrop & Johnson would monitor the impact of the super famil on its charter bookings, with a view to making it a regular event.

For more details about Northrop & Johnson Australia, visit northropandjohnson.com.

News presented by Cathy McLean

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Last Updated ( Thursday, 27 April 2017 )