26 January 2016
Australia is taking its spectacular aquatic and coastal attractions to the world in the latest chapter of the There's Nothing Like Australia marketing campaign to attract international visitors.
Aussie movie star Chris Hemsworth will be the star of today's event at New York's Bryant Park. The park will be the backdrop for the unveiling of a new broadcast ad, print and other creative materials as well as 'virtual reality' displays and aquatic-themed images that will be projected onto the park's famous ice rink.
North to south, east to west and everything in between, there is a wonderful diversity of aquatic and coastal experiences in Australia.
We have the spectacular Great Ocean Road and Twelve Apostles in Victoria, the Three Capes Track along coastal Tasmania, Rottnest Island in Western Australia and the world renowned Great Barrier Reef running along the Queensland coast.
There's also the beauty of inland Australia - from the mighty Murray River and its glorious flora and fauna to Katherine Gorge, Nitmiluk National Park in the Northern Territory where tourists can learn about our ancient indigenous culture and swim below spectacular waterfalls.
This new aquatic and coastal campaign will help attract visitors and drive spending right across the country.
Presently 70 per cent of our international visitors enjoy an aquatic and coastal experience during their trip so we are building on one of our great strengths and reflecting the Government's move to more targeted international tourism marketing.
Whilst I'm currently leading a business delegation throughout the Middle East to further develop our trade and investment links, I offer my thanks to the Minister for Foreign Affairs, Julie Bishop, who has been able to visit New York to officially launch the campaign on behalf of the Australian Government.
Tourism Australia will be rolling out this new campaign in all of our key tourism markets across Asia, Europe and the Americas - including in China during Australia Week in April.
We will have the chance to see the new television commercial during a short run from Australia Day when it will be broadcast during the international cricket and tennis tournaments.
There are many opportunities for the industry to help and share in the success of this campaign; they can submit aquatic and coastal videos and photos to be featured through Tourism Australia's social media channels or send new aquatic and coastal story ideas to Tourism Australia.
Industry can also access new campaign assets from Tourism Australia's image and video galleries for use in their own marketing activities.
To find out more about the aquatic and coastal campaign visit the Tourism Australia website.