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New campaign showcases Australia’s aquatic and coastal experiences

26 January 2016

Tourism Australia launched its new $40 million multi-platform global marketing campaign, which highlights the country’s world-class aquatic and coastal experiences, at an event in New York on Australia Day eve attended by Australia’s Minister for Foreign Affairs the Hon. Julie Bishop.

Guests at the event were treated to immersive ‘virtual reality’ displays and aquatic-themed images being projected onto the ice rink at the iconic Bank of America Winter Village at Bryant Park alongside the reveal of a new broadcast ad, featuring a voiceover by Australian actor and new Tourism Australia global ambassador Chris Hemsworth.

The newly filmed campaign, the latest chapter of Tourism Australia’s 'There’s nothing like Australia' marketing campaign to attract international visitors, features over a dozen unique and distinct Australian aquatic and coastal experiences, including a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkelling on the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; cycling around Lake Burley Griffin; sailing through the sparkling blue waters of Rottnest Island; and walking the recently launched Three Capes Track in Tasmania.

The Federal Minister for Tourism and International Education, Senator the Hon. Richard Colbeck, said the new aquatic and coastal campaign will help attract visitors and drive spending right across the country.

“Presently 70 per cent of our international visitors enjoy an aquatic and coastal experience during their trip so we are building on one of our great strengths and reflecting the Government’s move to more targeted international tourism marketing,” Minister Colbeck said.

Tourism Australia Chief Marketing Officer, Lisa Ronson, said the campaign would be brought to life using ground-breaking virtual reality (VR) technology and compelling user generated content (UCG) on a size and scale never before seen in destination marketing.

Aquatic and coastal campaign update for industry


Join Tourism Australia’s Chief Marketing Officer Lisa Ronson on Tuesday 9 February from 1.00-2.00pm (AEDT) for further insight into Tourism Australia’s new focus on aquatic and coastal experiences in its global ‘There’s nothing like Australia’ campaign. Find out more and register online now.


Industry can submit aquatic and coastal videos and photos to be featured through Tourism Australia’s social media channels or send new aquatic and coastal story ideas to Tourism Australia. Find out more about how you can help and share in the success of the campaign.


More information about Tourism Australia’s new focus on aquatic and coastal experiences can be found on the campaign webpage.