New tourism push tempts backpackers

Tourism Australia has launched a multimillion dollar campaign to tempt backpackers to Australia for working holidays. Picture: Barnes Kelly Source: Supplied

TOURISM Australia's biggest ever campaign aims to draw young people and backpackers from around the world to our shores.

Its multi-million dollar marketing push has a strong focus on the working holiday visa program.

Tourism Australia managing director Andrew McEvoy said the visa program was an excellent platform to build a campaign aimed at enticing young people to Australia.

The move comes after a federal government decision to increase application charges for working visas by working holidaymakers.

Mr McEvoy said he did not believe an $80 price hike would deter young people planning to travel for extended periods to Australia.

"The youth market contributes more than a quarter of all Australia's international arrivals and these visitors tend to stay longer and disperse widely," Mr McEvoy said ahead of the Australian Tourism Directions Conference in Canberra.

"For many young people, the working holiday maker visa program provides the economic means to fund travel plans, and this will be the inspiration behind our future new campaign."

Nearly 1.6 million visitors aged between 15 and 29 visited Australia in the 12 months to June 2012.

New research into how global consumers view Australia and the triggers for motivating them to come here are to be revealed at the conference.

The research, commissioned by Tourism Australia and carried out by BDA Marketing Planning in 11 key international markets, identified Australia's best assets as its coastal, aquatic and wildlife experience.

Better marketing for Australia's quality food and wine offerings was needed, it said.

Mr McEvoy said the research helped identify Australia's real strengths and fine-tune its overseas promotion.

The findings suggest a lot is being done right when it comes to prioritising resources and marketing activities.

"It's encouraging, for example, that the highest levels of intention to visit are amongst Chinese and Indians, two of the markets we are most aggressively targeting," Mr McEvoy said.

Tourism Australia chairman Geoff Dixon said the industry was on track to achieve its 2020 goals, with a resurgence in domestic tourism and China's relentless economic.

"Tourism Australia has deliberately and significantly accelerated its strategies to pursue growth in Asia," Mr Dixon said.

While the Australian industry was fast transitioning, with international focus shifting from western to eastern markets, Tourism Australia was committed to keeping a balanced approach to global marketing.

"There is also a seismic shift from marketing through traditional mediums to digital and social media platforms," Mr Dixon said.

"It is my view that our industry's ability to capitalise on this shift will be vital to our future success."

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