Australian actor Chris Hemsworth will be the global ambassador for Tourism Australia’s upcoming aquatic and coastal marketing push – the latest instalment of the Australian Government agency’s global There’s nothing like Australia campaign.
This is a huge win for Australian tourism and will help promote Australia internationally, particularly in the USA where the campaign will premiere in New York later this month.
Australia is bound by more than 30,000 kilometres of spectacular coastline coupled with an endless number of pristine natural waterways, which means international visitors are spoilt for choice when it comes to the aquatic and coastal experiences on offer.
To have a high profile Australian actor such as Chris Hemsworth help share this message with the world is great news for Australian tourism, especially in USA which is now worth more than $3.1 billion annually to our economy.
The USA has long been an important market for Australian tourism and the timing of the new campaign and Chris’s involvement seeks to further boost tourism from the USA at a time when Australia is seeing huge growth in the industry.
The USA is currently Australia’s fourth largest source market for international visitors, with more than 595,000 Americans travelling here in the past year following an 8.5 per cent increase (November 2015 YE, ABS), and the third largest for visitor expenditure at $3.1 billion (for the Sept 2015 YE, IVS). With new aviation capacity between Australia and the USA coming online this upward trend is expected to continue.
Australian tourism in the US is already off to a strong start in 2016, having recently been named ‘Destination of the Year’ in the recent ‘Gold List’ edition of Condé Nast Traveler, one of America’s leading travel publications with a total readership of over 2.3 million.
With the spotlight firmly on Australia this month conditions are ripe for further growth in tourism – from the coveted cover of Condé Nast Traveler to the US premiere of Australia’s aquatic and coastal campaign in New York – Australia will be making a big splash to ensure this interest converts to more visits by Americans.
To ensure these opportunities are further maximised the Australian Government’s inaugural Australia-US Business Week (AUSBW), being staged across six major cities in the United States in February 2016, will include a strong tourism component.
As part of the AUSBW program I will also be participating in the two-day Australian Tourism Summit, which will bring together more than 200 high-level tourism industry professionals involved in growing tourism from North America to Australia.
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