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New tourism campaign for Japan.

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The Hon Fran Bailey, MP


4 September 2007

NEW TOURISM CAMPAIGN FOR JAPAN A new tourism campaign will be launched in Tokyo today to woo Japanese travellers to Australia, Tourism Minister Fran Bailey announced today.

The $8 million campaign, Immerse Yourself in Australia's World Heritage, will complement the current So Where the Bloody Hell Are You? campaign that has been running in the market over the past year.

The new campaign will promote our World Heritage Areas and encourage Japanese tourists to visit these beautiful areas.

“Our new campaign will aim to make Australia a 'hot and green' destination again," Fran Bailey said.

Over recent years, Japanese tourism to Australia has declined as the Australian dollar against the Yen has appreciated and increased competition from cheaper and closer destinations.

“Japanese travellers love our famous World Heritage Areas. Our pristine and beautiful environment is unique throughout the world. This campaign will encourage Japanese tourists to visit our World Heritage Areas and have a relaxing holiday," Fran Bailey said.

Through the new campaign potential travellers will be inundated with images of Australia’s World Heritage Areas featured in posters in train stations, newspaper advertisement, special Australia stands, online and in brochures.

Fran Bailey said the campaign had been developed by Tourism Australia in partnership with State and Territory tourism agencies, airline partners and trade partners especially for the Japan market.

International tourists spent $1.8 billion more in Australia last year, compared to 2005, bringing the total value of the Australia tourism industry to $81 billion in 2006.

For a copy of the imagery, please contact Kim Moore (0419 165 562).

Kevin Lowe: 02 62777 450 0408 404 468