Tourism In Australia

Tourism in Australia is an important part of the Australian economy, and comprises domestic and international visitors. Before Covid-19, in the financial year 2018/19, tourism was Australia's fourth-largest export and over the previous decade was growing faster than national GDP growth. At the time it represented 3.1% of Australia's GDP contributing A$60.8 billion to the national economy. Domestic tourism was and continues to be a significant part of the tourism industry, representing 73% of the total direct tourism GDP.

Destinations

Popular Australian destinations include the coastal cities of Sydney, Brisbane and Melbourne, as well as other high-profile destinations including regional Queensland, the Gold Coast and the Great Barrier Reef, the world's largest reef. Uluru and the Australian outback are other popular locations, as is the Tasmanian wilderness. The unique Australian wildlife is also another significant point of interest in the country's tourism.

Organizations

The Australian Trade and Investment Commission has tourism policy and programs responsibility in the Australian Government with Tourism Australia responsible for marketing Australia. State and territory government jurisdictions have tourism policy departments and/or tourism marketing authorities along with regional tourism organizations. The industry has a wide range of stakeholder bodies including the Australian Tourism Industry Council (ATIC), which includes promotion of the Australian Tourism Accreditation Program, the Australian Tourism Awards and Star Ratings Australia; the Australian Chamber of Commerce and Industry Tourism Chamber, and the Australian Tourism Export Council (ATEC).

Marketing

Australia's international tourism campaigns have focused on Australia's laid back style, such as the 1980s advertising campaign featuring actor Paul Hogan telling American tourists "I'll slip an extra shrimp on the barbie for you", or its cheeky side, as in its controversial 2006 campaign in the United Kingdom using the Australian colloquialism slogan "So where the bloody hell are you?".

Events

The 2000 Sydney Olympics resulted in significant inbound and domestic tourism to Sydney. During the games, Sydney hosted 362,000 domestic and 110,000 international visitors. In addition, up to 4 billion people watched the games worldwide. The 2003 Rugby World Cup attracted 65,000 international visitors to Australia. Schoolies Week is an annual celebration of Year 12 school leavers in late November, many of whom travel to the Gold Coast, where in 2011 they were expected to boost the economy by $60 million.

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