Aquatic and Coastal
Twelve Apostles Lodge Walk, Great Ocean Road, Victoria © Tourism Australia
From early 2016, Tourism Australia's There’s nothing like Australia campaign has been putting the spotlight on one of Australia’s key competitive advantages - our aquatic and coastal offering.
Backed by Tourism Australia's consumer research, this focus aimed to both defend our high ranking for world-class natural beauty in a competitive market and renew and reinvigorate consumers' perceptions of our country's aquatic and coastal offering.
Opportunities for industry
Australian tourism businesses could submit their best aquatic and coastal video, film, stills and social content via existing Tourism Australia channels, including Facebook, Twitter and Instagram. The best user-generated content was then curated and featured across Tourism Australia’s platforms and in content initiatives.
View our slideshow of the best aquatic and coastal photos submitted to Tourism Australia's social media channels.
Aquatic and coastal strategy
Tourism Australia’s consumer research, conducted across 11 of Australia’s key tourism markets, showed that aquatic and coastal experiences are amongst the greatest drivers of international visitor demand, specifically to Australia. Two out of three international visitors enjoy Australia’s aquatic or coastal environments in some way – from scuba diving to simply going to the beach.
However, while Australia is known for world-class natural beauty, the world still didn’t have a good enough understanding of the breadth, depth and quality of our natural offering.
70 per cent of our international visitors enjoy aquatic and coastal experiences as part of their trip to Australia and rank Australia #1 for marine wildlife and remote and developed coastal beaches and aquatic locations.
Download our aquatic and coastal experiences infographic to find out more about the contribution Australia’s world-class aquatic and coastal offering makes to the visitor economy and how international travellers rate their experiences.
Virtual reality
Tourism Australia published an overview of its research into the potential of Virtual Reality (VR) for destination marketing. The findings showed emerging VR technologies were providing new ways for consumers to engage with destinations, providing a level of immersion and engagement unmatched by other media.
