In Europe, Tourism Australia focuses its activities in the United Kingdom, Ireland, France, Germany, Italy, Scandinavia, Switzerland and the Netherlands.

Marketing activity in the region is tailored to suit the requirements of the target consumer segments in each market. Strategies are also in place to build and strengthen the distribution chain for Australian product in each market.

Consumer and trade marketing activities concentrate on positioning Australia as the destination of choice with travellers. Many of the messages aim to address time and distance barriers and to change the perception that Australia is a 'once in a lifetime' destination.

Click on the following links for information on:

France
Germany
Ireland
Italy
Netherlands
Nordic 
Switzerland
United Kingdom