Domestic campaign highlights Aussie beach appeal

Domestic campaign highlights Aussie beach appeal
By admin


The latest phase of Tourism Australia’s There’s Nothing Like Australia campaign will focus on encouraging Australian families to take a domestic beach holiday instead of heading overseas.

The new domestic push follows recent research which showed that parents and their children rated Australian beach holidays higher than those abroad. Australian beach holidays outperformed their overseas counterparts in 13 out of the survey’s 15 categories.

“An Australian beach holiday provides the ideal environment for families to spend quality time together and for children to develop self confidence, life skills and values,” TA managing director Andrew McEvoy said.

“Australia has some of the most desirable coastal destinations in the world and our research confirms that the traditional beach holiday hasn’t lost its appeal with Australian families.”

The campaign will underline that the sought after features of a family holiday such as safety, quality time, freedom and space can be found on local beaches.

 Featuring TV, cinema, print and digital components, it will see TA work closely with the states and territories along with up to 120 industry partners such as retail firm Flight Centre and wholesaler AOT Group. It runs from today until September 13.

Meanwhile, McEvoy reported a “significant turnaround” in domestic travel with 74.6 million domestic trips taken by Australians over the last 12 months, just short of the 2008 peak of 75.6 million, with families representing the largest domestic tourism segment in terms of both number and spend.

“Australians are now taking ten times more trips in their own country than overseas, and it’s particularly pleasing to see more Australian families choosing to holiday in their own country,” he said.

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