Tourism Australia has today launched the next phase of its new global tourism campaign – There’s nothing like Australia – at the Australian Tourism Exchange in Adelaide.
“This is by far the most innovative tourism campaign produced by the Australian Government and Tourism Australia,” said Minister for Tourism, Martin Ferguson AM MP welcoming today’s launch.
“It showcases the best of Australia from the perspective of those who best know and love this country – everyday Australians.
“Australians have contributed over 30,000 images and stories about the extraordinary experiences we have to offer the world - many of which have never featured in our campaigns before.
“But it goes well beyond just pretty pictures – the enhanced www.australia.com and www.nothinglikeaustralia.com websites provide a truly interactive experience for visitors to research and plan their trip across this vast continent.
“The great news for tourism operators across the country is that the campaign not only promotes well-known destinations and tourist icons but also showcases hidden gems in remote and regional Australia, which is vital to encouraging travel beyond the gateway cities.
“More than 93 per cent of tourism operators are small businesses, and more than 50 percent of domestic tourism and 20 per cent of international tourism occurs in regional Australia. This campaign represents an unprecedented opportunity for local operators to sell themselves and their destinations to the global market.
“The campaign builds on research and consultation with international tourists and the tourism travel trade. It will bolster the upward trend we are seeing with year to date international visitor figures increasing 6 per cent on the same period last year.”
The online component of the campaign will be supported by print advertisements and a new campaign video, produced by internationally acclaimed director Michael Gracey, for broadcast online, in cinemas and on television.
Early reactions to the campaign have been very positive with widespread support from the Australian tourism industry and recognition of the campaign’s potential to assist the industry in achieving sustainable growth.