Tourism Australia Targets Australian Families

Pebbly Beach, South Coast, NSW

The traditional beach holiday provides the focus for Tourism Australia’s latest domestic campaign, which seeks to encourage Australian families considering an overseas trip to switch instead to a holiday in Australia.

Australian parents and their children rated their own country’s beach holidays as comparable as or better than overseas holidays in 13 of 15 categories, including swimming, relaxing, fishing, exploring rock pools and playing beach games such as beach cricket and building sandcastles.

The campaign will see Tourism Australia work closely with the states and territories as well as up to 120 industry partners including Flight Centre and AOT Group.

According to Tourism Australia’s managing director Andrew McEvoy families represent the largest domestic tourism segment in terms of both numbers and also spending, contributing nearly a third of total leisure holiday expenditure. In the past 12 months, the family segment grew more than six per cent, compared to domestic tourism as a whole which expended around one per cent.

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