In September 2018 Tourism Australia launched a A$10 million campaign in South and South East Asia challenging perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination.
UnDiscover Australia is specifically targeting high value travellers in India, Singapore, Malaysia and Indonesia by showcasing unusual, unfamiliar and unexpected attractions and experiences.
The campaign is the latest chapter in Tourism Australia's evolving There's Nothing Like Australia campaign and is being backed by Australia’s state and territory tourism organisations, airlines and a range of other key distribution partners.
Through influencer collaborations, social media and interesting content juxtapositions, UnDiscover Australia will debunk myths to show a different side to Australian travel and uncover experiences that travellers can enjoy beyond the more recognisable icons.
View infographics on the myths the campaign is challenging for each market:
The campaign will be supported by an ‘airline marketplace’, an initiative that brings multiple airlines and Online Travel Agents together to offer competitive fares, to help promote the campaign and ensure the interest in Australia will convert to bookings.