Aquatic, coastal experiences drive international visitor demand to Australia

Published on : Monday, February 29, 2016

Western AustraliaPutting the spotlight on one of Australia’s key competitive advantages – aquatic and coastal offering, Tourism Australia’s ‘There’s nothing like Australia’ campaign aims to bolster tourism numbers.

 
The campaign, launched last month, is backed by Tourism Australia’s consumer research.
Tourism Australia’s consumer research conducted across 11 of Australia’s key tourism markets shows that aquatic and coastal experiences are amongst the greatest drivers of international visitor demand, specifically to Australia. Two out of three international visitors enjoy Australia’s aquatic or coastal environments in some way – from scuba diving to simply going to the beach.

 
70 per cent of the international visitors enjoy aquatic and coastal experiences as part of their trip to Australia and rank Australia #1 for marine wildlife and remote and developed coastal beaches and aquatic locations.

 
Keeping this in mind, Tourism Australia launched its new $40 million multi-platform global marketing campaign, which highlights the country’s world-class aquatic and coastal experiences, at an event in New York on Australia Day eve attended by Australia’s Minister for Foreign Affairs the Hon. Julie Bishop.

 
Guests at the event were treated to immersive ‘virtual reality’ displays and aquatic-themed images being projected onto the ice rink at the iconic Bank of America Winter Village at Bryant Park alongside the reveal of a new broadcast ad, featuring a voiceover by Australian actor and new Tourism Australia global ambassador Chris Hemsworth.

 
As part of the $40 million multi-platform marketing campaign global roll out, a range of new ‘There’s nothing like Australia’ campaign assets are being developed highlighting examples of what is unique about the country’s aquatic and coastal offering: New technology and digital assets, New print and digital executions, Online video content and short films, New consumer, media and trade itineraries.

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