Australia ask you to 'come walkabout'
Wed, October 15 2008
The country is spending $50 million on a campaign in cinema, television, print and online, across 22 countries, including India, to put the spotlight on the outback and indigenous Aboriginal culture.
“We want the growing Indian middle class to go beyond Sydney-Melbourne-Gold Coast and experience the real outback Australia and its indigenous culture,” Tourism Australia managing director Geoff Buckley told IANS.
In sharp contrast to the controversial and quirky “So Where the Bloody Hell Are you?” campaign, the new advertisements show two young couples stressed, overworked and disconnected, and how they are able to reconnect with themselves and their loved ones as they enjoy the romance, adventure and nature of Australia.
Walkabout is a rite of passage when Australia’s indigenous Aborigines wander in the outback bush. As Tourism Australia’s executive general manager (marketing) Nick Baker explained: “The term ‘walkabout’ is a uniquely Australian way of describing what holidays should be – a time of release, joy, discovery and reconnection with our loved ones and our real selves.”
The Australian travel industry has been battling the global financial meltdown, limited capacity on international flights and people becoming more conscious of their carbon footprint on the planet.
“Australia’s tourism industry is currently facing a difficult period. This campaign will remind people why holidays are important; and that an Australian holiday will give them an experience that will change them and their lives,” Australia’s Tourism Minister Martin Ferguson said in statement.
There has been a 4.7 per cent decline in overseas visitors during 2007-2008 and Australia hopes to revive its $65 billion (C$50 billion) tourism industry.
“With traditional markets such as Japan in decline, and the UK and U.S. economies in recession, we need to focus on markets such as China and India,” Tourism and Transport Forum managing director Christopher Brown told reporters.
Asia is forecast to be the fastest growing outbound travel region in the next decade, and Australia is hoping to attract those holidaymakers.
Indian visitors to Australia are expected to increase from 95,000 in 2007 to 440,000 in 2017.
Tourism Australia is hoping the epic film Australia which opens Nov. 26, will lure more international visitors to its shore.
Get to know the highlights of Australia’s many parts
South Australia
Besides visiting laid-back Adelaide, go for activities such as hot-air ballooning, hiking and wine tours, or check out lavender and honey farms. Visit Kaiser Stuhl Conservation Park to view kangaroos in their natural habitat. Be sure to visit Kangaroo Island, with its native bushland, wildlife and pristine beaches. Beach houses, local wines and sunsets are par for the course.
On the web: www.southaustralia.com
Besides visiting laid-back Adelaide, go for activities such as hot-air ballooning, hiking and wine tours, or check out lavender and honey farms. Visit Kaiser Stuhl Conservation Park to view kangaroos in their natural habitat. Be sure to visit Kangaroo Island, with its native bushland, wildlife and pristine beaches. Beach houses, local wines and sunsets are par for the course.
On the web: www.southaustralia.com
New South Wales
Vibrant Sydney, the famous arts and culture hub of Australia with its trademark Opera House, offers plenty to do and see in terms of shopping and nightlife. But also get out of the city to hit the coast, countryside or mountains, where the famous Blue Mountains and Three Sisters can be found.
On the web: www.visitnsw.com
Vibrant Sydney, the famous arts and culture hub of Australia with its trademark Opera House, offers plenty to do and see in terms of shopping and nightlife. But also get out of the city to hit the coast, countryside or mountains, where the famous Blue Mountains and Three Sisters can be found.
On the web: www.visitnsw.com
Queensland
Nicknamed the Sunshine State thanks to its warm weather, state capital Brisbane has a healthy alternative culture, with local hip-hop and graffiti finding a home there. Natural attractions such as Noosa Laguna Bay, with its white sands and blue ocean, mean a holiday beach paradise. Nature-lovers will enjoy this gem of a state, which offers whale-watching, bush walking, and trips to offshore islands like Fraser’s Island and the Hinterland. A popular excursion is a trip to the pretty township of Eumundi, just 20 minutes from Noosa Heads, particularly on market days.
On the web: www.tq.com.au
Nicknamed the Sunshine State thanks to its warm weather, state capital Brisbane has a healthy alternative culture, with local hip-hop and graffiti finding a home there. Natural attractions such as Noosa Laguna Bay, with its white sands and blue ocean, mean a holiday beach paradise. Nature-lovers will enjoy this gem of a state, which offers whale-watching, bush walking, and trips to offshore islands like Fraser’s Island and the Hinterland. A popular excursion is a trip to the pretty township of Eumundi, just 20 minutes from Noosa Heads, particularly on market days.
On the web: www.tq.com.au
Victoria
Melbourne offers great shopping, bars, and live entertainment. Visit the seaside enclave of St. Kilda’s, where Australian cult labels can be found in shops. Victoria has plenty to offer nature-wise too. Four hours out of the city are towering limestone rock formations called the Twelve Apostles. Other awe-inspiring formations are the Gibson Steps, the Loch Ard Gorge, The Arch, the London Bridge and the Grotto.
On the web: www.visitvictoria.com
Melbourne offers great shopping, bars, and live entertainment. Visit the seaside enclave of St. Kilda’s, where Australian cult labels can be found in shops. Victoria has plenty to offer nature-wise too. Four hours out of the city are towering limestone rock formations called the Twelve Apostles. Other awe-inspiring formations are the Gibson Steps, the Loch Ard Gorge, The Arch, the London Bridge and the Grotto.
On the web: www.visitvictoria.com
Western Australia
Calling itself ‘the real Australia’ thanks to its unspoilt beaches and landscapes, this is where the city of Perth can be found. With 315 days of sunshine a year and its proximity to the coast, Western Australia is the ideal place for water sports and nature sight-seeing. Don’t miss Rockingham Wild Encounters Experience, where you can get up-close to nature, swim with wild bottlenose dolphins, meet little penguins at Penguin Island or paddle amongst sea lions from September to May.
On the web: www.tourism.wa.gov.au
Calling itself ‘the real Australia’ thanks to its unspoilt beaches and landscapes, this is where the city of Perth can be found. With 315 days of sunshine a year and its proximity to the coast, Western Australia is the ideal place for water sports and nature sight-seeing. Don’t miss Rockingham Wild Encounters Experience, where you can get up-close to nature, swim with wild bottlenose dolphins, meet little penguins at Penguin Island or paddle amongst sea lions from September to May.
On the web: www.tourism.wa.gov.au
By Neena Bhandari
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