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Tourism Australia kicks off aquatic and coastal campaign in Japan

2 September 2016

Tourism Australia’s latest marketing campaign in Japan, focusing on Australia’s exceptional aquatic and coastal experiences, was launched to 180 special guests in Tokyo last night.

The cocktail dinner was attended by Tourism Australia’s trade and airline partners, Aussie Specialist travel sellers, media and bloggers as well as members of the Australia Embassy and Austrade.

Tourism Australia’s global ambassador Chris Hemsworth kicked off the evening with a special video message followed by an overview of how the campaign will roll out in Japan by Tourism Australia’s Regional General Manager for North Asia, Andrew Hogg.

Australia's Ambassador to Japan, Mr. Bruce Miller, then spoke about the countries’ excellent bilateral relationship, the growing number of Japanese visitors Down Under and the warmth Australians have for Japanese visitors.

Guests were also given the opportunity to experience how Australia feels with special virtual reality headsets and taste delicious Australian food and wine.

The latest evolution of Tourism Australia’s global “There’s Nothing Like Australia” campaign will focus on showcasing the breadth of coastal and aquatic experiences across the country and the year-round appeal in terms of unique wildlife experiences.

Research conducted by Tourism Australia shows Australian aquatic and costal experiences appeal to Japanese travellers with the Great Barrier Reef ranking as the most popular travel destination for Japanese travellers.

In addition, Japanese tourists’ appreciation of Australian aquatic and coastal experiences rise significantly after they return from Australia which identifies a perception gap for Tourism Australia to market to.

'There’s nothing like Australia' is Tourism Australia’s global consumer marketing campaign designed to be long-lasting and flexible to stay relevant for consumers. Find out more about Tourism Australia’s global marketing campaign at www.tourism.australia.com/TNLA.

For the year to June 2016, Japan was Australia’s sixth largest inbound market for visitor arrivals, fifth largest market for total visitor spend and ninth for visitor nights. Visitors from Japan generated over $1.5 billion in total expenditure in the 12 months to June 2016. Find out more about the Japan market at www.tourism.australia.com/japan.

See Tourism Australia’s Japanese campaign platforms: