Tourism Australia is teaming up with industry and State and Territory tourism partners in a new A$4 million campaign targeting the international youth market – a segment that last year contributed nearly A$12 billion in tourism spending and a quarter of all Australia’s international visitors. At the heart of the campaign is a global competition involving six of Australia’s State and Territory Tourism Organisations – each offering their own unique ‘Best Job in the World’ as a winning prize.
The ‘Best Jobs in the World’ initiative is part of a major international marketing push that will focus on promoting tourism opportunities provided by Australia’s Working Holiday Maker (WHM) programme.
The campaign will target travellers between 18 and 30 years of age in Australia and overseas, with particular focus on international markets eligible for an Australian working holiday visas, including the UK and Ireland, the USA and Canada, Germany, France, Italy, Sweden, Hong Kong, Taiwan, South Korea and Japan.
Six Best Jobs
The six ‘Best Jobs in the World’ each come with an attractive six-month salary package worth A$100,000 including living costs and are:
- Chief Funster (New South Wales)
- Outback Adventurer (Northern Territory)
- Park Ranger (Queensland)
- Wildlife Caretaker (South Australia)
- Lifestyle Photographer (Melbourne, Victoria)
- Taste Master (Western Australia)
Andrew McEvoy, Tourism Australia’s Managing Director, said that the competition provided an excellent platform to entice more young people from around the world to come to Australia to holiday, but also to work, helping to fill many unfilled tourism jobs across Australia, a key challenge for the industry.
“We have taken one of the most successful tourism campaigns in recent times – ‘Best Job in the World’ – and made it bigger and better by coming up with a competition that represents the very best of our country – our breath-taking landscapes and scenery, our unique nature and wildlife, great food and wine and, of course, our huge sense of fun,” he said.
“The youth market contributes more than a quarter of all Australia’s international arrivals. These are visitors who tend to stay longer, disperse widely and often come back again, with their families, later in their lives. For many young people, Australia’s working holiday visa programmes provide the economic means to fund travel plans, and this is at the heart of our new campaign.
“Despite recent challenges – such as the high Australian dollar and the global financial crisis affecting some of Australia’s traditional Western markets – the youth traveller segment remains an important part of Australia’s visitor mix.”
The youth segment contributes A$12 billion annually in total tourism spending and delivers nearly 1.6 million (26%) of Australia’s international arrivals. On average, youth travellers spend A$7,279 per trip in Australia (IVS: September 2012). In 2012, Working Holiday Makers contributed A$2.5 billion to the Australian economy. On average WHMs spend in excess of A$13,000 during their stay.
“This is a wonderful chance to reinforce and amplify our There’s Nothing Like Australia message that Australia is a wonderful, world-class destination full of unique experiences, adventure and great places to explore,” Andrew McEvoy added.
Tourism Australia has secured a number of key partners to support the campaign, including Virgin Australia, STA Travel, Citibank, Dell, Ikea, Sony Music and Monster.com, who have created an online ‘jobs board’, advertising temporary jobs within the Australian tourism industry aimed at travellers visiting the country under Australia’s WHM programme.