Tourism Australia's five key brand messages
Transformation
A holiday to Australia would give me a fresh perspective.
Australia is a place that changes you. You arrive with all the stresses and pressures of modern day life, but while you’re here, the land and the locals very quickly begin to wash away all those unwanted feelings and leave you feeling uplifted, energised and reconnected with your friends or family.
Immersion
Holidays in Australia are about participating in life, not observing it.
Getting involved is a way of life in Australia. We don’t sit back and watch things pass us by. That’s why holiday experiences here create such amazing memories. You’ll leave with stories that will last a lifetime, about how Steve the lifesaver taught you to surf your first wave on Bondi Beach or Bill the winemaker let you pick grapes in his vineyard in the Barossa.
Adventure
Australia is an adventure holiday destination
Spend some time here and it won’t take you long to realise that Australia is an ‘outdoors’ country. Whether you want to hike through the Kimberley or learn to surf on the Gold Coast, Australia offers an activity for everyone. The vastness of the land offers different kinds of adventures everywhere you turn, and it’s the kind of place that encourages you go ‘give it a go’.
Nature
Australia offers involving experiences in the natural environment
It is a vast land, full of stunning natural landscapes and some of the most unique and friendly forms of wildlife on the planet. Whether it be the remoteness of outback Australia, the pristine waters of the Sunshine Coast or the amazing wildlife of the Kakadu National Park, it won’t take long to clear the mind of the hustle and bustle of modern day city life.
Welcoming
Australia is a welcoming holiday destination
Australian people are some of the friendlest people on earth. From the moment you arrive, it doesn’t take long to feel like you belong here. Mateship is what we’re famous for and no matter where you go or what you do you’ll always feel welcome.