Tourism Australia has unveiled a new campaign to encourage travellers to visit some of the more unusual, unfamiliar and unexpected attractions and destinations around Australia.
Minister for Trade, Tourism and Investment, Senator Simon Birmingham launched the campaign, UnDiscover Australia, saying there was a need to continue to expand Australia’s appeal to overseas travellers.
“This is about showing prospective travellers that Australia has even more to offer than our beautiful beaches, the outback and icons such as the Sydney Opera House,” Senator Birmingham said.
“Whilst we still want travellers to visit our hotspots, we also want them to spend an extra few days or a week to visit some of our more untapped regions such as the Ningaloo reef in Western Australia (pictured) or the beautiful lavender farms in Tasmania.”
He said the $10 million UnDiscover campaign will run across South and South East Asian markets including India, Singapore, Malaysia and Indonesia.
“This will be the single largest, targeted campaign that Tourism Australia has run in all of its South and South East Asian markets,” Senator Birmingham said.
“With travellers from India, Singapore, Malaysia and Indonesia accounting for more than 1.3 million international arrivals each year and injecting more than $5 billion into the Australian economy, there is further opportunity to expand the region’s tourism potential.”
He said he was looking forward to seeing more overseas travellers watching a cricket match as they climbed the roof of the Adelaide Oval in South Australia or viewing a sunset whilst four-wheel driving on some of North Queensland’s famous beaches.
