Visa and Tourism Australia partner in bid to raise Australian tourism

Friday 04 September 2015

Article by Kirsty Timsans

Visa and Tourism Australia have partnered in an effort to increase the number of international tourists to Australia from the Asia Pacific Region as well as how much tourists spend when they are here.

Visa and Tourism Australia partner in bid to raise Australian tourism

The partnership will largely focus on Visa’s recently launched #NotATourist campaign as a way of promoting Australia’s exceptional food and wine culture and its unique coastal and aquatic experiences to prospective travellers via banking partners, travel partners and merchants in the region.

“Across all our target markets Australia is a ‘must-see’ destination, and high yielding international travellers have been responding very well to our global consumer marketing campaign, ‘There’s Nothing Like Australia,’ said John O’ Sullivan, Tourism Australia’s Managing Director.

“We are now increasingly working with partners to better target international travellers and make sure we turn the interest our campaigns create into tourism’s contribution to the Australian economy.”

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Visa’s #NotATourist campaign is designed to engage those holidaymakers looking for authentic experiences by providing local knowledge to help them explore destinations that are off beat from regular tourist sites.

Group Executive for Asia Pacific at Visa, Chris Clark said that the partnership will commence with a campaign in China given that Chinese visitors are Australia’s largest inbound market in terms of visitor spend with expenditure reaching almost $7 billion (up 32% from the previous year).

“The Visa #NotATourist message speaks strongly to this audience, encouraging young Chinese travellers to get off the beaten path and experience Australia as locals, not just tourists,” he said.

Visa and Tourism Australia's joint partnership comes as Visa plans to expand the global availability of its Visa Checkout facility to more merchants and issuers to enable easy and secure cross-border shopping for its customers.

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