Splashing out on $40m push to lure international tourists
VISIT Sunshine Coast believes Tourism Australia's new campaign focusing on the country's aquatic and coastal attractions will provide greater stimulus for the Coast's international marketing efforts.
The new $40 million campaign - which is part of Tourism Australia's global, There's Nothing like Australia campaign - was officially unveiled in New York on Australia Day eve by Australia's Minister for Foreign Affairs, Julie Bishop.
The high-tech visuals in the campaign are complemented by a voiceover from Australian TV and film star Chris Hemsworth, who is Tourism Australia's new global ambassador.
Visit Sunshine Coast CEO Simon Ambrose said the region's beaches and water activities were natural attractions for overseas visitors.
"The new Tourism Australia campaign features water activities such as kayaking, beach driving, sailing and walking along coastal paths - and we offer all of this, plus a lot more, in the one destination," Mr Ambrose said.
"It is significant that the launch is taking place in New York, because we believe the American market has enormous potential to grow over the next five years.
"The rise in the US dollar, combined with the success of Sunshine Coast tourism icon Bindi Irwin in the US version of Dancing with the Stars, has created perfect conditions for growing the market.
"In the latest International Visitor Statistic figures by Tourism Research Australia, the American market to the Sunshine Coast recorded 20.9% growth.
"The attraction of the region's water activities will be amplified by Visit Sunshine Coast as we will hold a series of water-related instameets (aquameets) across the region on March 10 with high-profile Instagrammers.
"This activity will create compelling content and complement Tourism Australia's campaign."