The youth sector is a vital to Australian tourism. Tourism Australia defines the youth segment as people aged between 15 and 29 years.
The youth market contributes 25 per cent of all visitor arrivals to Australia and 45 per cent of all visitor spend. There were 2.3 million youth visitors to Australia in 2018 who spent $20 billion.
The Working Holiday Maker program allows young adults from eligible partner countries to work in Australia while having an extended holiday. Working holiday makers tend to stay longer, spend more and disperse more widely throughout the country than most other target segments. They have a higher than average length of stay and propensity to combine work, visiting friends and family, and holiday/leisure experiences.
Since 2010 Tourism Australia’s global consumer marketing campaign, There’s nothing like Australia, has built strong appeal with the youth market internationally.
The latest iteration of the campaign builds on Tourism Australia’s recent Working Holiday Maker campaign.
Australia Inc. positions Australia as the world’s most desirable working holiday maker destination, offering exciting work opportunities in the best workplace in the world.
The campaign seeks to demonstrate how a working holiday in Australia can give young people a point of difference and equip them with the experience, confidence and skills needed to develop a successful career back home after their working holiday and travels Down Under.