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Global youth campaign rolls out in France with a special celebration

9 November 2016

The lucky 200,000th French recipient of an Australian working holiday visa, Marianne Ferrere, was awarded a return flight Down Under by the Australian Ambassador to France Stephen Brady and Tourism Australia’s Managing Director John O'Sullivan last week.

At the celebration Mr O’Sullivan also shared details of a new A$400,000 youth promotion in France with STA Travel and French tour operator Australie Autrement aimed at demonstrating to young travellers the life-changing benefits of travelling and working in Australia.

The activity forms part of Tourism Australia’s new $10m global youth campaign targeting youth travellers in the UK, Ireland, France, Germany, Italy and Canada which was launched in London on 25 October 2016 by the Hon. Steven Ciobo, Australia’s Minister for Trade, Tourism and Investment.

France is one of the biggest market for working holiday maker travel alongside the UK, Germany and Italy. For the year ending June 2016 Australia welcomed almost 53,500 French youth visitors, including almost 28,000 working holiday makers, who spent a total of A$243 million.

The campaign is targeting youth travellers, specifically seeking to reverse a current downturn in arrivals from Australia’s key WHM markets. It is part of a package of new Government measures to increase Australia’s attractiveness as a working holiday maker destination.