Waikiki is hearing "G'day mate" this weekend more than usual with 2,500 travel agents from Flight Centre here for an annual reward conference for the Australia-based global travel company.

The company flew in its top performers from around the world for the "Global Gathering — When you're hot, you're hot." That's about 15 percent of the Flight Centre staff. The firm has more than 2,000 offices in nine countries and recently purchased the USA Liberty Travel Group, which incorporates GoGo Vacations.

With Hawai'i visitor arrivals on the decline this year, the growing market from Australia (and New Zealand on a smaller scale) is a welcome trend for state tourism officials and others reliant on the state's largest private industry.

The $13 billion tourism industry has been hit by the closing of two major airlines — Aloha and ATA — and the increased airfares that followed. Skyrocketing fuel prices have continued to push up costs and fares. And a perceived weakening of the U.S. economy is slowing visitors from once-reliable markets, including the U.S. West Coast.

Since 2003, the number of visitors from Australia doubled from 78,191 to last year's total of 144,628.

And the strength of the Australian dollar against the U.S. dollar has made traveling here a better bargain than ever.

Lisa James, Amy Ranaldo and Luke Graham flew in from Adelaide (and a nine-hour connecting flight from Sydney) on Friday. By mid-morning they were planning their trip to include some beach time, a lu'au and lots of relaxation.

BETTER EXCHANGE RATE

Graham, who last visited in 2002, said the Australian dollar was worth about 55 cents at that time, while this trip, it's at 97 cents, or nearly dollar for dollar.

Still, he said the natural setting, the beaches are only part of the appeal for Hawai'i. "I really like the friendly nature of the people here. It's very nice."

Colleague Amy Ranaldo, wearing Dior sunglasses, wanted to explore a favorite pastime for her and many of her clients: "Shopping." What do her clients like to do here? "Shopping!"

Where was she headed? "Tiffany. Coach."

Ranaldo, on her first Hawai'i visit, said Australian tourists also like the history, culture of the state and more recently have begun to explore the Neighbor Islands. "A lot of people come here to see the volcano."

James, who has visited on a personal holiday, was happy to be back to explore more. She said she often vacations in Asia, as do most of her clients: Bali; Phuket, Thailand; and other closer destinations.

And the reward trip had an added bonus: "I didn't pay for it!" she said.

State tourism liaison Marsha Wienert said the firsthand reports about Hawai'i by Flight Centre's top agents is invaluable. "We expect the same kind of increases coming out of there as we have seen over the last couple of years," she said.

"Our winter is their summer. The strength of their dollar is so good."

And having more travelers coming from more places, including China and Korea, should help Hawai'i survive a challenging travel time, she said.

"The goal is the more diversified portfolio," Wienert said. "Everything we have heard is that fall is going to be slow."

Brian Lynx, director of sales & marketing for the Moana Surfrider, returned from a business trip to Australia in April. He works with the Starwood Hotels & Resorts Worldwide Global Sales Office to promote Hawai'i.

Lynx said he was happy to see the large group of agents here so they can go back and promote travel to Hawai'i to their customers. "Australians are fun-loving people. They love the sunshine and love to have a good time," he said.

Hotel officials set up a special bar near the check-in counter, selling beer, wine and water to the arriving guests in the middle of the lobby. Despite their reputation for liking a good party, most of the incoming agents went for the free iced punch instead.

MANY ON FIRST VISIT

Helen Williams, Australia country manager of Hawai'i Tourism Oceania (Australia and New Zealand), said some 1,600 of the agents are from Australia, many on their first visit to the Islands.

She said the doubling of visitors primarily came because of an increase in flights here. At one point, that had dwindled to one regular carrier. But Qantas has been joined in the past four years by Hawaiian Airlines and now Jetstar.

"They're 12 flights a week from Sydney to Hawai'i," Williams said. "Our economy in Australia is doing very well."

She said interest in Hawaiian regional cuisine and cultural tourism also is growing.

And that's in addition to the traditional sand, sea and surf appeal. "We love to shop. We love fine dining and nice hotels."

Although the first quarter of 2008 shows a slight decline, Williams predicts the entire year will exceed last year's total.

The largest Flight Centre groups flew in on Friday, through some came days earlier and some are staying and visiting the Neighbor Islands after this weekend's conference.

They received purple orchid lei as they arrived in Waikiki, and many traded their traveling clothes for bathing suits and headed straight for the pool and the beach.

Starwood's Brent Lausterer said agents like these who are being rewarded for their work are particularly valuable visitors.

"It's a huge coup for Hawai'i that we got this event," he said. "Studies have shown that people are more motivated by travel than money."

Hawai'i Tourism Authority president and CEO Rex Johnson said the group is especially important for several reasons. "We haven't had a lot of good news in tourism in the past few months," he said.

Johnson said the group is reportedly the largest group of travel agents to visit Hawai'i at one time.

"It's one of those markets that we think has a lot of potential," he said. "They're English-speaking and love the outdoor life."