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Working with our ambassadors

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Through our Advocacy program, Tourism Australia works with influential ambassadors and opinion leaders, who act as storytellers for Australian holidays in the mainstream media, social media and other consumer-facing platforms.

The program, known as Friends of Australia, works on the principle that word-of-mouth via sources that are credible, trustworthy and inspiring, can be the most persuasive form of marketing. It builds upon people’s natural desire to share their holiday experiences with family, friends and colleagues, and make their holiday decisions based on word-of-mouth recommendations from people they respect.

Over the past few years, Tourism Australia has established a global network of high profile ambassadors who share a passion for Australia and have the ability to motivate and inspire others.

With more than 180 Friends of Australia spread across the world, Tourism Australia is able to create buzz and excitement about Australia as a must-visit holiday destination. We collaborate with our ambassadors in a number of ways, ranging from media hosting and profile raising opportunities, to content development, events and social media campaigns.

The program includes sports stars, fashion designers and celebrity chefs, environmentalists, entrepreneurs, media personalities and artists, along with some of Australia’s most influential high-achievers and opinion leaders.

More information:

Find out more information on how to leverage the Friends of Australia ambassador program by sending your contact details to internationalmedia@tourism.australia.com.

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We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

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*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

© Tourism Australia 2023
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