Campaign to urge tourists to experience Aussie way of life

  • Joint media release
  • Senator the Hon Simon Birmingham, Minister for Trade, Tourism and Investment
  • Senator the Hon Jonathon Duniam, Assistant Minister for Forestry and Fisheries, Assistant Minister for Regional Tourism
30 October 2019

Australia’s unique way of life and personality will be brought to life in the next series of global tourism campaigns to be launched by the Morrison Government.

Federal Tourism Minister Simon Birmingham said Tourism Australia’s latest global campaign strategy is part of a $38 million investment that will be rolled out in our 15 key tourism markets over the next three years to attract more international tourists Down Under.

“Our $143 billion tourism industry is such a vital part of our economy and in order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves,” Minister Birmingham said.

“In such a competitive global market, the sell is tougher than ever. We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors.

“Philausophy aims to do this by not only encouraging people to book a flight to Australia and visit our incredible destinations, but go a step further and actually immerse themselves in the best of the Australian way of life.

“At its core, Philausophy, is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.

“Tourism Australia’s marketing campaigns have done a great job over the years of promoting our key destination strengths, from our spectacular coastal environments to our unique fauna and flora and our world class food and wine.

“We know the unique nature of Australia combined with the welcoming and fun loving nature of Australians sets us apart, and it is this combination that will form a powerful platform for our next wave of exciting new campaigns.”

Assistant Minister for Regional Tourism Jonno Duniam said tourism was one of Australia’s greatest success stories and an important job creator and driver of many regional economies.

"Encouraging international travellers to get off the beaten track and explore our regions is a key focus of this strategy as we know that a strong tourism industry means jobs, greater investment and better infrastructure in our regions,” Assistant Minister Duniam said.

“Our major cities will always draw in the crowds and we want that to continue, but we also want visitors to get a taste of the unique experiences and attractions on offer across regional Australia.

“These campaigns will highlight the incredible tourism experiences on offer across regional Australia, such as fishing off Tasmania’s Bruny Island, camping under the stars in South Australia’s Flinders Ranges, and sand duning in Port Stephens.”

The campaign creative is centred around nine philausophies that aim to portray the Australian way of life: balanced lifestyle, mateship, storytelling, love of nature, no worries attitude, generosity of spirit, the Australian flavour, sense of adventure and boundless optimism.

The three year strategy will include television and print advertisements across all our key markets, bespoke social content, a refresh of Australia.com and Australia.cn, as well as a new book featuring well-known Aussie icons who have provided their own personal perspectives and experiences to explain the unique Australian way of life.

Media enquiries

  • Minister's office: (02) 6277 7420
  • DFAT Media Liaison: (02) 6261 1555