Tourism Australia

The tourism Australia website has a great opinion on what they believe Australia and Australians are like. They believe that Australians are very friendly, welcoming and laid back.

Although this can be true, they have to market Australia so people come here so we can make money. They would not say “Australians are friendly, welcoming and racist sometimes” because who would want to come here if they were being told by an official website that Australians can be racist sometimes, which is also true. It speaks for most Australians, who are helpful and friendly but the small minority which are racist and rude get most of the spot light which ruins Australia’s image in the world.

Their target market for advertising is experienced travellers, open minded people, and opinion leaders. This fits in well with Australian society as generally Australians can be very open minded about things due to the fact that many of us are quite laid back. This can help well with tourism as people come here and people thoroughly enjoy the experience due to helpful tourguides or friendly and helpful members of the public.

Tourism Australia. (2012). Tourism Australia - Australia's Tourism Brand. Retrieved from Tourism Australia: http://www.tourism.australia.com/en-au/marketing/brand-australia.aspx