New Aquatic & Costal Campaign will strengthen international visitor appeal

Published on : Tuesday, January 26, 2016

ATECThe Australian Tourism Export Council today welcomed Tourism Australia’s new Aquatic and Coastal international marketing campaign, launched in the United States by Minister for Foreign Affairs, Julie Bishop.


“Australia has a great product to offer, with unique destinations and experiences, beauty and sophistication – just the kind of holiday experience in high demand from today’s international visitor,” ATEC Managing Director, Peter Shelley said.


“We are now in a fortunate position where our dollar is more affordable than it has been in a long time and at the same time we have an amazing destination to offer international visitors so we are in a great place to grow inbound visitation even further.


“Now is the time to be investing in growing our share of the international visitor market by featuring some of the destination’s real strengths in its aquatic and coastal offerings and ATEC welcomes this investment in a new advertising campaign to help promote regional destinations which may not have previously been on the radar.”


Mr Shelley said the campaign’s focus on experiences across the country, featuring beaches, coastal beauty, lakes and rivers, would help to build awareness of the diversity of an Australian holiday experience.


“Sustaining Australia’s growth as an international visitor destination relies on having a breadth of experiences and building awareness of the vast number of excellent products beyond our gateway cities.


“As our international visitor numbers approach 7 million, including 1 million visitors from China which is our strongest growth market, and our popularity as a travel destination continues to grow, it is critical that the Government further invests in tourism to build on the unlimited potential of this major economic contributor to Australia’s economy.”


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