Melbourne’s famed laneway and coffee culture will be at the centre of a campaign aimed at Brits to head Down Under. A new push to promote lesser-known and unusual Australian destinations to the would comes amid doubts over future travel arrangements between the UK and Europe.
The spectacular White Night Melbourne will also be among the attractions marketed in a bid to tell the world Australia has more to offer than “the Reef, the Rock and the Bridge”.
Britain is only Australia’s fourth-largest tourism market, with 699,000 British tourists visiting to the year ending September 2018, spending on average $5000 each.
Tourism Minister Simon Birmingham said Australia had a strong reputation with UK travellers as a beautiful destination, but the nation must expand its appeal at a time where travel to Europe for Brits could become more difficult.
“I’m looking forward to seeing a greater number of UK tourists explore more of Melbourne and its surrounds, from the inner-city chic and trendy restaurants to the spectacular coastal views along the Great Ocean Road, the Bellarine Peninsula and the Grampians National Park,” Birmingham said. “The more UK tourists we can lure to Victoria, the more cash they will splash in local businesses, which helps to boost the economy and create more local jobs.”
About 230,000 UK travellers visit Victoria each year, injecting more than $325 million into the local economy.
Tourism Australia’s UnDiscover Australia campaign is off the back of research showing that many Brits think Australia only extends to our beautiful beaches and the outback.