Tourism Australia launches $5 million campaign to attract young travellers

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This was published 6 years ago

Tourism Australia launches $5 million campaign to attract young travellers

By Annie Dang
Updated
Tourism Australia has launched a $5 million campaign to attract young travellers: TV presenter Teigan Nash will be one of the channel's news anchor.

Tourism Australia has launched a $5 million campaign to attract young travellers: TV presenter Teigan Nash will be one of the channel's news anchor.

Tourism Australia has launched a new $5 million social media-led campaign aimed at bringing more young travellers to the country with a new tongue-in-cheek news channel.

Called Aussie News Today, the channel's first news bulletin features former Wallabies rugby union star Nick Cummins atop the Sydney Harbour Bridge. The channel will present fun, off-beat and interesting stories about Australia to young potential travellers around the world via Tourism Australia's digital and social media channels.

Along with Cummins, also known as "The Honey Badger", TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis will be the faces of the channel. Viewers can expect stories about crocodile cage diving, camel racing and tuna-throwing competitions; stories that are geared towards presenting Australia as a fun destination for young travellers.

The channel will present fun, off-beat and interesting stories about Australia to young potential travellers around the world.

The channel will present fun, off-beat and interesting stories about Australia to young potential travellers around the world.

Travellers under 30 form a crucial part of Australia's international visitor network. Young travellers represent 25 per cent (up 8.6 per cent annually) of all international visitor arrivals (2.1 million people), and make up almost half (46 per cent, up 12 per cent) of all international visitor spend ($18.7 billion).

"Many people underestimate just how important the youth market is for Australian tourism. Young travellers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments," said Minister for Trade, Tourism and Investment, Steven Ciobo, in a statement.

"This campaign is a great way to share a bit of our land down under with young travellers around the world seeking fun, adventure and life-changing travel experiences."

Former <i>Home and Away</i> actor Lincoln Lewis will be one of news channel's three anchors.

Former Home and Away actor Lincoln Lewis will be one of news channel's three anchors.

Aussie News Today is the third in a series of youth and Working Holiday Maker campaigns funded through the additional $10 million funding Tourism Australia received last year as part of its WHM reform package. The campaign will focus on Australia's four largest youth travel markets, the UK, France, Germany and Italy.

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The news channel will also follow the stories of eight young travellers from Europe on a three-month road trip around Australia, where they will experience the local culture, festivals, attractions, and food and wine.

Aussie News Today will have its own Facebook and Instagram profiles and Australians can share or submit news and story ideas using the hastag: #AussieNewsToday.

Wallabies rugby union star Nick Cummins will present the first news bulletin atop the Sydney Harbour Bridge.

Wallabies rugby union star Nick Cummins will present the first news bulletin atop the Sydney Harbour Bridge.

The facts |Young people travelling to Australia

  • Youth arrivals = 2.1 million, up 8.6 per cent annually (25 per cent of total international arrivals)
  • Youth spend = $18.7 billion, up 12 per cent annually (46 per cent of total international tourism expenditure)
  • Average spend = $7900
  • Average stay = 63 days

Youth and WHM stats for YE June 2017 (from Dept Immigration and Border Protection and Tourism Research Australia)

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