Australia launches new tourism campaign targeting young travelers

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In an attempt to make Australia a more appealing tourism destination for young travelers, the Australian government has launched a new campaign to connect with millennials through digital media.

Called “Aussie News Today,” the campaign involves high-profile Australians including rugby player Nick Cummins, actor Lincoln Lewis and TV presenter Teigan Nash, who will present young Australians’ interesting and humorous stories on digital media.
In a statement, Australia’s Trade Minister Steven Ciobo said the campaign would aim to present Australia as a desirable destination for youths seeking both leisure and working holidays.

“Aussie News Today aims to make Australia the most desirable destination in the world for youth travelers,” Ciobo said in a statement released late Friday.

“The campaign will initially focus on four of Australia’s largest youth markets – the United Kingdom, France, Germany and Italy – and builds on back to back working holiday maker campaigns rolled out by Tourism Australia in key western and eastern markets between October 2016 and June 2017.”

The minister said while attracting family tourism was important, it was young travelers who seek adventure and working holidays more than older travelers, and tapping into that market was crucial to boosting success in the local tourism market.

“Young people are a critical market for Australia, representing a quarter of arrivals and almost half of all international visitor spend,” Ciobo said.

“Young travellers and working holiday makers go further, spend more per trip and stay longer than other travellers. In addition, just over half of all youth are repeat visitors to Australia.”

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