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Tourism Australia amplifies aquatic and coastal campaign to embrace fishing

16 May 2016

Tourism Australia’s latest iteration of the aquatic and coastal campaign will showcase unique and varied fishing experiences.

The hugely popular sport has been identified as the next big thing for marketing Australia, with research showing it to be an area of ‘untapped tourism potential’.

Tourism Australia Managing Director John O’Sullivan said in the last year, 315,000 international visitors tried their hand at fishing, representing five per cent of all tourists. “Fishing is one of Australia’s biggest sports and leisure pastimes but international awareness of just how much our country has to offer in this area is something we want to improve,” Mr O’Sullivan said.

“Building and promoting tourism experiences based around fishing presents another opportunity to play to Australia’s competitive strengths by highlighting our world-class beauty and natural environments, our spectacular coastlines, our rivers and inland waterways. “This is about telling that story to international travellers, by showcasing these unique and varied fishing experiences and the people and operators who bring them to life,” he said.

Tourism Australia’s North Asia regional general manager Andrew Hogg, on the Gold Coast for this week’s Australian Tourism Exchange conference, said he backed more profile for local fishing trip charters. “We know from our research that the Chinese rate our seafood as among the best in the world, outside of their own country. We also already know they love our nature, and outdoors, so I think there’s little doubt that tourism experiences based around fishing would appeal very strongly.”

Federal Minister for Trade and Investment, Steven Ciobo said it made “a lot of sense” to include fishing in marketing. “Quality experiences such as barramundi, deep-sea, sport and fly fishing attract high-value international travellers who stay longer and spend more,” Mr Ciobo said.