Australian Tourism Gets The Publicity

By | Category: Travel news

There must be something in the air at the moment as, having just returned from Australia, the tourism publicity over here about the place is coming in big doses. That may not be surprising given that the number of Britons – and tourists overall – going there has declined in the last year. Now they are trying to persuade us to visit them again. They claim that Air Passenger Duty (APD) is not playing a role but it is hard to see that it isn’t having a bit of a deterrent and will so again when it rises in November this year yet again.
Oprah Winfrey got the publicity started when she announced that she was taking the whole audience (300 people) of her show to Oz. Out walked John Travolta, an “ambassador” for Qantas to plug the airline in what seems to be a coup in generating so much publicity around the world. The whole thing will cost Tourism Australia $A1.5 million (say £900,000) as they will be paying not Oprah.
Then Tourism New South Wales launched a campaign to promote the state but largely concentrated on Sydney which is where a third of all British tourists go to in Australia. We make up 13 % of all – not just international – visitors to the state so Brits are an important market for them. So over the next 5 to 6 weeks or so you will see lots of publicity encouraging us to go there.
Finally the Gold Coast which is at the top of the coast of the NSW border with Queensland is happy that the number of British tourists actually rose. People who know of the Gold Coast think, naturally, of Surfers Paradise. Now the tourism people want us to recognise the other sights and attractions such as wildlife sactuaries (which are to be found everywhere in Australia) and watersports (also firmly fixed in people’s minds as a feature of Australia.)
The one thing that can be agreed upon is that Australia is more than just Sydney. Just as we have run stories last year about Tasmania, look out for a couple on Cairns and the tropical rainforests, the Great Barrier Reef and the Hawkesbury River area over the next few weeks.

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