Tourism Australia Targets Young Vacationers in New Campaign

Sydney, Australia

Tourism Australia plans to lure more young travellers from the U.K., France, Germany and Italy to visit many low-cost attractions in the country.

The vacation spots, including those on Kangaroo Island and the Eyre Peninsula, comprise the main subject of a $5 million campaign. It will use social media of three “minor local celebrities” to attract more foreign backpackers and young working professionals.

Low-Cost Campaign

Tourism Australia’s new campaign represents a different approach from its previous high-profile advertisements, which included the participation of Chris Hemsworth. The Hollywood actor reportedly received around $450,000 to take part in Tourism Australia’s campaigns.

By contrast, the three social media celebrities will only get to receive less than $100,000 for their involvement in the project. The new campaign aims to attract foreigners who are under 30 years old, since they choose to travel farther, spend more on each trip and book longer travel periods, according to Tourism Minister Steven Ciobo.

Local Attractions

Young tourists account for 25 per cent of all international trips in Australia, which is equivalent to around two million people out of eight million visitors per year, said John O’Sullivan, Tourism Australia managing director. These young tourists have helped the economy by collectively spending $18.7 billion.

More foreign visitors would be welcome news for the industry, but local tourism also plays an important role lift. Since Christmas is just a few months away, there are many ways for Australians to spend the holidays. Almost every state has a good camping spot near the beach, including the Jervis Bay in New South Wales and Noah Beach in Queensland. An ute with a lift-off canopy from would be the best way to bring the comforts of your own home if you plan to visit these places.

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The campaign will help in promoting Australia as a budget travel destination for young tourists. It will also be beneficial for the economy, as businesses would receive a boost from a likely increase in tourism activity.