TOURISM SECTOR WELCOMES NEW CAMPAIGN TO ATTRACT INTERNATIONAL TOURISTS

The nation’s peak body for the tourism, transport and aviation sectors, the Tourism and Transport Forum, has hailed Tourism Australia’s new Come and
Say G’day campaign launched today, as a vital next step in enticing international visitors down under.

Tourism and Transport Forum (TTF) CEO Margy Osmond said the campaign was well-timed to help reinvigorate the number of inbound visitors.

“This joyful and engaging campaign will cut through to international audiences and help send a clear message that a trip to Australia, particularly during our
upcoming glorious summer months, is well worth it,” she said.

“While domestic tourism has bounced back, international visitors to Australia are still well below pre-Covid levels and some local tourism operators
dependent on the international market are still hurting. We need campaigns like this, backed by market research, to help Australia rebuild its international
brand in the wake of the pandemic.

“I’m confident Ruby the Roo, voiced by much-loved Australian actress Rose Byrne, will help attract the international visitors it’s designed to target, with
the kangaroo still the most globally recognisable symbol of Australia. This campaign will help remind the world that Australia’s borders are open and that
our tourism industry is keen to welcome more guests.

“The campaign succeeds in showcasing the spectacular natural beauty across the entire country, from Uluru to the Great Barrier Reef, to Freycinet National
Park and Maria Island in Tasmania, as well as key landmarks like the Sydney Opera House, whilst recognising and celebrating Australia’s Indigenous culture.

“Despite global economic uncertainty, there is still a substantial appetite for travel post-Covid and we need to act now to ensure that overseas visitors
increasingly choose to come to Australia over other destinations, so we don’t lose out to overseas competitors,” Ms Osmond said.