The best vintage ads from the Tourism Australia archives
It’s 50 years this year since Australia was first promoted to the world as a cool place to go on holidays, and boy have we come a long way.
From Paul Hogan to Lara Bingle and now the hunk of spunk that is Chris Hemsworth, it’s been a heck of a journey.
So we dove deep into the archives to show you how Australia’s advertising has changed over the years, and how the country’s reputation as the land of “no worries” developed.
Speaking at a press conference yesterday, the Hon Steven Ciobo MP, Minister for Trade, Tourism and Investment, said Australia’s tourism industry is now worth $120 billion, and employs almost one million Aussies in the process.
Ciobo gave a nod to all the infamous Aussie campaigns – not just Chris Hemsworth, although he did manage to scoop $54 million in ad value with his role as ambassador.
Sadly, though, Hemsworth was no match for a cute little kangaroo, which actually won best pic promoting Australia, as a whopping 80 per cent of Aussies admit to just loving Hemsworth as the face of our country overseas,
“Having home grown superstar, Chris Hemsworth, as an ambassador in Tourism Australia’s latest campaign has also helped propel Australia to new heights,” Ciobo said.
“Australia has solidified itself as a bucket list travel destination through famous advertising campaigns; from Paul Hogan offering to throw another shrimp on the barbie, to Lara Bingle asking, ‘Where the bloody hell are you?’
“Tourism has grown to become a major driver of the Australian economy. Every dollar spent on tourism generates 81 cents in other parts of the economy, higher than mining, agriculture and financial services.
“Importantly, 43 cents of every tourism dollar is spent in regional Australia.
“The strength of Australia’s tourism industry is a testament to the many years of unwavering commitment and hard work from those across the industry who work tirelessly to promote our beautiful country and ensure our products are of a world-class standard.
“Today, Australia is breaking tourism records, attracting more than eight million overseas tourists who spend more than $40 billion.”
Now let’s scroll through some vintage Tourism Australia archives to see how campaigns have changed over the years:
Email the Travel Weekly team at traveldesk@travelweekly.com.au
-
Latest comments
Latest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Bonza hires restructuring advisory amid turbulence at Miami-based owner 777 Partners
Regional airline Bonza facing some headwinds as restructuring advisory KordaMentha is called in.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Thanks for the heads up Aubrey! Good eagle-eye, you have there. But we did in fact mean dove – not as in the bird though, but as in the past tense of the word ‘dive’. ‘Dove’ or ‘Dived’ are both considered appropriate ways to describe the past act of diving.
Some quaint nostalgia there for sure; but “dove”??? Puh-lease! Dove is a bird. I think that you meant “dived” 😀