Tourism Australia’s gamble on a $36 million tourism campaign built around Chris Hemsworth starring in a new Crocodile Dundee film appears to have paid off with a record number of Americans heading to Victoria.
More than 250,000 visitors from the United States went to Victoria in the year ending June 2019 — 17,000 more than the previous 12 months.
International visitor numbers to the state hit three million for the first time ever and spending was up 7 per cent to $8.6 billion.
Tourism Minister Simon Birmingham said the new figures were proof the Dundee campaign was a sound investment.
“Victoria has seen a surge in tourists number from the US since the Dundee campaign was launched and the good news is they’re spending big across the state,” Birmingham said.
“This is no surprise with the Great Ocean Road and Mornington Peninsula playing a starring role in the original Dundee campaign ad which was watched by over 100 million Americans during last year’s Super Bowl.
“While US tourists fly into Melbourne, they’re dispersing into the regions, heading to places like Phillip Island, the Yarra Valley and the Grampians, injecting millions of extra tourism dollars into these regional areas.”
Americans spent $390 million in Victoria which was an increase of $54 million on the previous year.
“The US is critically important for Australia’s tourism industry, with US travellers splashing the cash when they come out here, spending on average $5000 per person per trip,” Birmingham said.
“That’s why last year we launched one of our largest ever marketing campaigns to help stimulate this lucrative market and get more Americans down under.”