Come Live our Philausophy campaign part of $38 million investment in Australian tourism.
Tourism Australia will this morning provide an industry preview of a new global campaign that will roll out in 15 key markets over the next three years.
The concept aims to capture Australians’ informal approach to living, which according to research is “highly appealing amongst visitors”.
Federal Tourism Minister, Simon Birmingham, said Australia’s $143 billion tourism industry was a vital part of our economy. “In order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves,” he said.
The Philausophy concept aims to not only encourage travellers to book a flight to Australia and visit local destinations, but to also go a step further and immerse themselves in the best of the Australian way of life, Birmingham added.
A video showcasing some of the industry operators taking part in Philausophy can be viewed now at traveldaily.com.au/videos.
More details in today’s issue of Travel Daily.