The latest phase of Tourism Australia's global marketing campaign, There's nothing like Australia, was launched in China yesterday.
 
Tourism Australia (TA) will spend approximately $180 million over the next three years rolling out the broadcast, print and online advertising campaign in its key international markets and in Australia.

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TA's Managing Director, Andrew McEvoy, said the latest iteration of the campaign highlights some of Australia’s best tourism attractions, experiences and products.
 
"When we first launched There's nothing like Australia in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment," Mr McEvoy said.
 
The campaign features the Bungle Bungles in The Kimberley, Sydney's harbour, Uluru, the Great Barrier Reef's Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island.  
Mr McEvoy said China was the logical location to launch the new creative, in line with Australian tourism’s transition in this Asian Century and supported by recent research, showing that Australia tops the travel preferences of its Chinese urban elite target audience.
 
"The primary purpose of this and indeed all our global marketing is to drive international visitation and China now represents both our fastest growing and most valuable international inbound tourism market," he said, adding that China presented an opportunity to deliver around 900,000 annual visitors worth up to $9 billion a year for Australia by 2020.
 
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