Australia launches international tourism drive

TOURISM AUSTRALIA has launched its latest campaign, which is focused on highlighting the country’s world-class aquatic and coastal experiences. 

The agency’s managing director, John O’Sullivan, said the campaign would focus on one of Australia’s key competitive advantages. ‘Already 70 percent of our international visitors enjoy an aquatic or coastal experience as part of their trip to #Australia, so this is a campaign we know will resonate strongly across all our key markets.

‘While Australia is known for its natural beauty, the world still doesn’t have a full appreciation of the breadth, depth, and quality of our aquatic and coastal experiences. They’ve always been an important part of our destination story but they’ve never before taken centre stage.’

The campaign will sit alongside and complement existing Tourism Australia marketing activities, including its current promotion of food and wine and indigenous experiences. 

The newly-filmed campaign features more than a dozen distinct experiences representing every Australian state and territory. These include: swimming in Sydney Harbour; snorkelling on the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; cycling around Lake Burley Griffin; sailing through the waters of Rottnest Island; and walking the recently-launched Three Capes Track in Tasmania.

Tourism Australia will spend A$40 million (£19.6 million) over the next six months rolling out the new campaign – starting in the US with a joint campaign with Virgin Australia and then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia, and New Zealand.

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