Australia promotes domestic beach tourism
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Tourism Australia has launched a new campaign aimed at encouraging Australian families to take a domestic beach holiday.
The latest phase of the ‘There’s Nothing Like Australia’ campaign will include TV, cinema, print and digital aspects promoting the country’s beaches, following research that found Aussies rated their own beaches higher than overseas shorelines.
“Australia has some of the most desirable coastal destinations in the world, and our research confirms that the traditional beach holiday hasn’t lost its appeal with Australian families,” said Tourism Australia’s managing director, Andrew McEvoy.
“With this campaign we aim to remind Australians that the benefits they most want from a family holiday – things like safety, quality time, freedom and space – are all available right here in our own country, at the beach,” he added.
In a survey, Australians rated their own country’s beach holidays as comparable as or better than overseas holidays in 13 of 15 categories, including swimming, relaxing, fishing, exploring rock pools and playing beach games.
As a result, Tourism Australia’s new campaign will work closely with up to 120 industry partners, including Flight Centre, to drive domestic beach breaks.
Domestic trips in Australia increased 0.8% in the first quarter of 2013, while spending rose 2.7%. Australians are now taking 10 times more trips in their own country than overseas, with 75 million overnight domestic trips having been taken in 2012.
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