Tourism Demand In Australia

Tourism Australia is the Australian Government agency responsible for attracting international visitation to Australia, both for leisure and business events. Investing close to $200 million per year in marketing Australia to the world, Tourism Australia has built a strong reputation for developing innovative tourism marketing campaigns.

Global success

Demand-Driving Campaigns

'There’s Nothing Like Australia' is Tourism Australia’s global consumer marketing campaign highlighting some of the very best attractions and experiences Australian tourism has to offer. Designed to be long-lasting and flexible, the campaign evolves to stay relevant for target consumers in a highly competitive and fast-changing global tourism environment.

The latest iteration of Tourism Australia's 'There’s nothing like Australia' campaign, is putting the spotlight on one of Australia’s key competitive advantages - our aquatic and coastal offering. Backed by Tourism Australia's consumer research, this focus both defends our high ranking for world-class natural beauty in today’s competitive market and renews and reinvigorates consumers' perceptions of our country's aquatic and coastal offering.

Click on the video below to view our Aquatic and Coastal campaign ad, which was launched in early 2016.

Global Target Markets

In line with Australia's whole-of-government and industry long-term strategy, Tourism 2020, Tourism Australia focuses its demand-generating efforts on the markets with the greatest potential to achieve tourism growth, as well as emerging markets to support Rest of World markets. 

These markets are categorised below by potential growth of visitor spend (the amount of AUD spent by travellers on their trips to Australia) by the year 2025.