Australian Holiday Stories

Queensland campaign kicks off in NZ
A TV, print, online and multimedia blitz kicked off in New Zealand last weekend to tell Kiwis why nothing beats Queensland for the perfect holiday. The campaign forms part of the Federal and State Governments’ joint $12 million tourism recovery strategy under the banner of Nothing Beats Queensland. “New Zealand is Queensland’s largest international market, representing 20 per cent of all international visitors to the state,” said the Minister for Tourism, the Hon. Martin Ferguson AM MP. “That’s why is this partnership between Tourism Australia and Tourism Queensland is so important in getting the message out and stimulating travel from New Zealand.” Find out more.

Engaging the youth market
A new online campaign, ‘Find Barry’s Keys’, begins next month on the UK and Irish versions of Australia.com and linking to Facebook.com/australianworkingholiday. Entrants who help fictional backpacker Barry find the spare set of keys to his campervan have a chance of winning their own campervan adventure in Australia with three lucky friends. The launch of the campaign follows a two month campervan tour of UK universities by STA Travel and Tourism Australia which started in March. Separately, Tourism Australia is planning to film 30 one-minute videos across Australia aimed at inspiring young people from around the world to holiday down under. The videos will be broadcast through Facebook, Twitter, Australia.com and YouTube. “Even in these challenging times, it’s important that we continue to engage with young people, find ways to connect with them and motivate them to travel to and through Australia,” Mr McEvoy said.

Personal stories “hitting the mark”
Travellers’ personal experiences in Tourism Australia’s current campaign – There’s nothing like Australia – are hitting the mark with prospective visitors according to early results in four key markets; China, Malaysia, France and New Zealand. “Increasingly we are seeing the power of word of mouth through online channels is helping to build a powerful endorsement for travel to Australia,” said Andrew McEvoy, Managing Director of Tourism Australia. “Our focus now is to continue to bring the campaign to life by expanding on the foundations that are in place and using new advocates and online channels to get more people talking about Australia,” he added. The campaign has been launched in 29 markets around the world and currently involves more than 50 partners working with Tourism Australia internationally.

Tourism Ministers meet in Darwin
Tourism Ministers, gathering last week for the 56th meeting of the Tourism Ministers’ Council, discussed the considerable progress being made towards implementing the National Long-Term Tourism Strategy and launched a National Tourism Planning Guide to help planners identify and reduce barriers to tourism investment. “By providing a tool for local and state government planners, the Guide will assist with decision making regarding approvals for new tourism developments such as hotels, cellar doors, restaurants, tourism attractions or resorts," said the Minister for Tourism, the Hon. Martin Ferguson AM MP. A number of fact sheets were also launched including Crisis Management Programs and Resources, Industry Resilience Programs and Resources, and Programs and Resources to aid Indigenous Tourism Development. Tourism Ministers endorsed a Two-Year Forward Work Program to continue the implementation of the National Long-Term Tourism Strategy and approved a budget of $2.9 million for the next two years. You can find out more about what was discussed at the Tourism Ministers’ Council in the Meeting Communiqué.

Pacific Asia Indigenous Tourism Conference (PAITC)
Are you interested in the development of Indigenous tourism? Then check out the program, or make a speaker submission, for PAITC in Darwin on 27-28 September. The conference, which this year carries the theme ‘Tourism & Indigenous People Enriching Our Future Together’, is produced by the Australian Tourism Export Council (ATEC), The Pacific Asia Travel Association (PATA) and Tourism NT. Find out more and register at www.paitc.com or send your speaker submission to Rebecca Innes.

Heritage listing for Great Ocean Road
The iconic Great Ocean Road will be placed on Australia's National Heritage List protecting it as one of the nation's most important coastal places alongside the Great Barrier Reef, Bondi Beach, Point Nepean, Kurnell Peninsula and Shark Bay. "The Great Ocean Road is one of the most powerful, spectacular and distinctive landscapes in Australia and the nation's most famous coastal drive," Heritage Minister Tony Burke said. Learn more.

New Market Profiles
Tourism.Australia.com has been updated with new Market Profiles – providing an overview of market performance, aviation and distribution – for Brazil, Italy and Vietnam.

ATE video updates
Check out Tourism Australia’s Market Updates portal for recent video interviews at ATE 2011 with Frances-Anne Keeler, Executive General Manager, Marketing Operations as well as updates from our Regional General Managers in:
> Americas - Daryl Hudson
> Continental Europe - Katherine Droga
> Japan - Kaz Hori
> New Zealand - Jenny Aitken
> South, South East Asia and Gulf - Maggie White
> United Kingdom - Rodney Harrex




Fingers crossed
Nothinglikeaustralia.com has been nominated for a Webby award - often called "The Oscars of the Internet" – in the Tourism category.