New Tourism Australia campaign to supercharge international tourism to Sunshine Coast
Visit Sunshine Coast believes that Tourism Australia’s new campaign focusing on the country’s aquatic and coastal attractions will provide even greater stimulus for the Sunshine Coast’s international marketing efforts.
The new $40 million campaign – which is part of Tourism Australia’s global There’s Nothing like Australia campaign – was officially unveiled in New York on Australia Day eve by Australia’s Minister for Foreign Affairs, Julie Bishop. The high-tech visuals in the campaign are complemented by a voiceover from Australian TV and film star, Chris Hemsworth, who is Tourism Australia’s new global ambassador.
Visit Sunshine Coast CEO, Simon Ambrose, said that the region’s beaches and water activities were “natural attractions” for overseas visitors.
“The new Tourism Australia campaign features water activities such as kayaking, beach driving, sailing and walking along coastal paths – and we offer all of this, plus a lot more, in the one easy-to-reach and navigate destination,” said Mr Ambrose.
“It is significant that the launch is taking place in New York, because we believe the American market has enormous potential to grow over the next five years.
“The rise in the US dollar, combined with the success of Sunshine Coast tourism icon, Bindi Irwin, in the US version of Dancing with the Stars, has created perfect conditions for growing the market. In the last IVS figures, the American market to the Sunshine Coast recorded 20.9% growth, and we believe that with the support of campaigns like Tourism Australia’s we can increase it further.
“Already international travellers are coming to the Sunshine Coast specifically to take part in activities such as swimming with humpback whales, which Sunreef has been operating out of Mooloolaba for the past two years. In addition, visitors can encounter dolphins up and down the coast, as well as interacting with them at Tin Can Bay.
“We utilise our aquatic and coastal resources to the maximum – from our ‘waterfall way’ circuit in the Hinterland to horseriding and diving along the coast at Rainbow Beach. Our partnership with Fraser Coast in launching Australia’s Nature Coast was aimed specifically at the international market to make it easier for visitors to enjoy one of the most spectacular coastlines in Australia.
“Equally important is the exceptional seafood the region is famed for, whether it be eating fresh Mooloolaba prawns at a beachside restaurant or going on a fishing charter.
“The attraction of the region’s waterways is reflected in the development of a new ‘glamping’ resort on the Maroochy River, the first purpose-built holiday park developed in south-east Queensland for over 40 years. Rivershore Resort will feature luxurious 80sqm tented accommodation, along with a wide range of water activities, aimed at attracting nature-loving travellers who want authenticity and comfort.
“Our 2016 events calendar was recently launched under the tagline The World is Coming to the Sunshine Coast, highlighting the fact that it will include three world events never held before on the Sunshine Coast, with the water and sporting events likely to attract significant international participation.
“With Qantas having reintroduced direct daily services to the Sunshine Coast, joining Virgin, Jetstar and Air New Zealand, we are in a perfect position to welcome the world to the region.”
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