Since 2010, Tourism Australia’s global consumer marketing campaign, ‘There’s nothing like Australia’, has built strong appeal with the youth market internationally.
Tourism Australia's youth campaign, Australia Inc., positioned Australia as the world’s most desirable working holiday maker destination, offering exciting work opportunities in the best workplace in the world.
The campaign seeked to demonstrate how a working holiday in Australia can give young people a point of difference and equip them with the experience, confidence and skills needed to develop a successful career back home after their working holiday and travels Down Under.
The Youth Sector
Tourism Australia defines the youth segment as people aged between 15 and 29 years. The youth market contributes 25 per cent of all visitor arrivals to Australia and 44 per cent of all visitor spend.
The youth leisure segment spends more than any other leisure travel segment in Australia mainly due to higher than average length of stay and propensity to combine work, visiting friends and family, and holiday/leisure experiences.