Australia, Qantas target U.S. visitors with new campaign

Tourism Australia on Dec. 5 will launch the first phase of a joint marketing campaign with Qantas targeting U.S. travelers.

The effort, incorporating aspects of the "There's Nothing Like Australia" campaign launched this year with actor Chris Hemsworth as "global ambassador," promotes Australia's culinary and wine offerings. It also seeks to highlight Qantas' Walkabout Pass, which offers international visitors fare discounts for intra-Australia travel. 

From January to September, Australia reported an 18.9% year-over-year increase in U.S. visitors. The U.S. is Australia's fourth-largest source market: New Zealand is No. 1, followed by China and the U.K.

"We know that Australia consistently ranks among the top destinations Americans want to visit because of our pristine beaches, spectacular nature and wildlife, exciting food and wine and unique cultural experiences," said Jane Whitehead, Tourism Australia's vice president for the Americas. "We want to make sure many more experience Australia for themselves in 2017."

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