Tourism Australia is pinning its hopes on attracting more visitors Down Under on the distinct and defining character of Australia and its people.
The new three-year global campaign, ‘Come Live our Philausophy’, aims to capture the philosophy of Australians and their informal approach to living.
Federal Tourism Minister Simon Birmingham said Tourism Australia’s latest global campaign strategy is part of a $38 million investment that will be rolled out in our 15 key tourism markets over the next three years.
“Our $143 billion tourism industry is such a vital part of our economy and in order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves,” he said.
“In such a competitive global market, the sell is tougher than ever. We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors.
“Philausophy aims to do this by not only encouraging people to book a flight to Australia and visit our incredible destinations but go a step further and actually immerse themselves in the best of the Australian way of life.
“At its core, Philausophy, is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.”
Tourism Australia managing director Phillipa Harrison said that Philausophy was all about elevating one of Australia’s greatest assets – its people.
“We know from our research that 70 per cent of international travellers believe that Australians have a different perspective on life; 79 per cent believe that the Australian people are an important part of the Australian lifestyle; and 82 per cent would like to travel to Australia to experience our lifestyle,” she said.
“The Australian character and way of life has long been woven into our marketing. Our new campaign will continue to build on this narrative by inviting the world to come and live our ‘philausophy’”.
The Australian Tourism Export Council welcomed the new campaign.
“While the global market for international tourism continues to grow, Australia also faces increasing competition from destinations willing to invest significant marketing budgets into attracting international visitors,” ATEC Managing Director Peter Shelley said.
“Finding new ways to connect and showcase Australia’s unique offering is a vital way for us to stand out in a crowded marketplace and this campaign hones in on some of the things that make Australia a truly special and unique travel destination.”