If you’re planning a trip to Australia, you may have heard of Tourism Australia. But what exactly is it and what does it do? In this article, we’ll explore the main functions of Tourism Australia and how it helps promote travel to this beautiful country.
What is Tourism Australia?
Tourism Australia is the official government agency responsible for promoting tourism in Australia to both domestic and international audiences. It was established in 2004 and works closely with state and territory tourism organizations, as well as industry partners, to showcase what Australia has to offer.
Functions of Tourism Australia
Promote Australian destinations
One of the main functions of Tourism Australia is to promote Australian destinations, attractions, and experiences. This includes showcasing everything from iconic landmarks like the Sydney Opera House and Uluru, to lesser-known regions such as the Kimberley in Western Australia or Kangaroo Island in South Australia.
To do this, Tourism Australia runs various campaigns across different channels such as social media, television advertising, and print media. These campaigns aim to inspire travelers by highlighting the unique landscapes, wildlife, culture, and experiences that can be found throughout the country.
Example: The “There’s Nothing Like Australia” campaign features real stories from travelers who have visited different parts of the country. These stories are showcased on a dedicated website along with stunning imagery and practical information on how to plan a trip.
Support tourism businesses
Tourism Australia also works closely with tourism businesses across the country to help them grow and succeed. This includes providing industry insights, marketing resources, training programs, and funding opportunities.
By supporting these businesses – which range from hotels and restaurants to tour operators and transport providers – Tourism Australia helps ensure that visitors have a high-quality experience when they come to Australia.
Example: The “Tourism Business Count” program provides detailed data on the number and type of tourism businesses in different regions across the country. This information can help businesses make informed decisions on how to best cater to visitors.
Attract international visitors
Another key function of Tourism Australia is to attract international visitors to Australia. This involves working with airlines, travel agents, and other partners to promote Australia as a desirable destination.
Tourism Australia also provides practical information and resources for travelers such as visa requirements, customs regulations, and safety tips. By making it easy for people to plan a trip to Australia, Tourism Australia aims to increase the number of international visitors each year.
Example: The “Australia.com” website is a one-stop-shop for anyone planning a trip to Australia. It features comprehensive information on everything from visa requirements and climate patterns, to recommended itineraries and travel deals.
Conclusion
In summary, Tourism Australia plays a vital role in promoting tourism in Australia by showcasing its unique destinations, supporting its tourism businesses, and attracting international visitors. By doing so, it helps ensure that Australia remains a top travel destination for years to come.