In December 2010, Oprah Winfrey brought 302 audience members on an eight-day, seven-night trip to Australia, to film four special episodes of the her show, appropriately titled ‘Oprah’s Ultimate Australian Adventure’.
The audience members broke up into groups and visited all eight Australian states and territories. Oprah herself travelled to Queensland’s Hamilton Island and Great Barrier Reef then on to Uluru in the Northern Territory. She also visited Melbourne where she met Australian Prime Minister Julia Gillard. Oprah completed her "Ultimate Australian Adventure” in Sydney where she filmed two shows with a live audience which featured famous guests including Russell Crowe, Hugh Jackman, Nicole Kidman and Olivia Newton John.
The four episodes were first screened in the US in January 2011 and then re-screened in March 2011. They have also been broadcast around the world as The Oprah Winfrey Show is screened in 147 countries.
Tourism Australia has now compiled a comprehensive overview of research into the “Oprah effect”, published in December 2011.
Press release, 6 April 2011: Australia Tourism Australia hails first signs of 'Oprah effect'
, 14 December 2010: Detailed information on Oprah's Ultimate Australian Adventure
Press release, 14 September 2010: Tourism Australia to host "The Oprah Winfrey Show" in Australia