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30 October 2019

The campaign was revealed to industry at the Sydney Opera House on 30 October 2019.

The event was attended by Senator the Hon. Jonathon Duniam, Assistant Minister for Regional Tourism; Tourism Australia’s Global Ambassador Chris Hemsworth; Friend of Australia, Dr Terri Irwin AM and many more.

“At its core, Philausophy, is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable," said Australia's Tourism Minister, Simon Birmingham.