In order to boost the tourism sector, the Tourism Australia has joined hands with Visa Inc in a three years joint venture. Decided to run a campaign called ‘Visa Cross Border (#notatourist)’, showcasing why Australia is the best place to visit. Their main focus would be to increase the total number of foreigners that visit the nation in holidays and also increasing the tourism expenditure. Both the parties have decided to start the campaign and expanding their promotions from the Asia-Pacific region. The main focus would be to promote the country’s outstanding food and wine, country’s coastal and aquatic regions. China, Hong Kong, Singapore, Malaysia, Indonesia, India, Japan and South Korea are among the countries that have been identified to work with in sectors like banking, travel etc.
“Across all of our target markets Australia is a ‘must-see’ destination, and high yielding international travelers have been responding very well to our global consumer marketing campaign, ‘There’s Nothing Like Australia’,” said John O’Sullivan, Managing Director, Tourism Australia. He also said that “We are now increasingly working with partners to better target international travelers and make sure we turn the interest our campaigns create into tourism’s contribution to the Australian economy.”
Chris Clark, Group Executive for Asia Pacific at Visa Inc, said “Visa Inc’s Not a Tourist campaign is designed to engage those that are looking for authentic local experiences. We will be providing local knowledge to travelers to help them explore destinations beyond the regular tourist sites, with our platform enabling them to be ambassadors or tour guides for their favorite travel spots."
This campaign goes hand in hand with the Tourism Australia’s social media campaign that encourages the visitors to spread all over the country.