There's nothing like Australia

There's nothing like Australia. I know that. Everyone knows that right?

Tourism Australia has created a new campaign (http://bit.ly/LiZHt9) at a cost of $250m to try and lure tourists to Australia. Unfortunately tourism to Australia will continue to decline whilst the Aussie dollar is so over-valued against other world currencies - no matter how clever and attractive are the advertising campaigns and the cost of EVERYTHING is also a serious problem, until that is addressed we are fighting a losing battle. Do we know the Chinese even want to see fluffy koalas and kangaroos?

Some of the places, actually the majority of places listed in the fabulous campaign are so hard to imagine any ordinary visitor ever setting foot in. Did you know that Cape Leveque is near Broome? Flights there range between $433 - $2184 per person each way.  El Questro is in the Kimberly region of Western Australia and it's web site references regular flights are available between Perth and Darwin. Sure, there is only 4000km between those locations. Eenie meenie miney mo - let's pick.

In my humble opinion,  we need to focus on a campaign that does two things, one is that gets overseas people thinking and BOOKING a holiday in Australia, the every day tourists, that can focus on shopping and coffee in Melbourne, Sydney sights, or the beaches of the Sunshine Coast because they are the repeat experiences, things that people do and love so much that they think of coming back because of how easy and fun it was. The second thing and a lower priority is a high end campaign taking in some of the amazing features of the current advertising. Just know that once they have visited, the likelihood of a return visit is very slim. They ticked the box, lived the high life and next they will be checking out what is new and hip in Russia or Scandinavia or wherever the next big thing will be.

Nice try Tourism Australia, but I think you're only half way there.