Writing Assignment help on : Australian Tourism Industry
Australian Tourism Industry
Tourism Industry of Australia holds a lot of importance for Australian Economy as it accounts for 2.5% of Australian GDP, totaling an amount A$35 billion of Australian Economy (ABS 2011). Australia is known for its unique wildlife as well as flora and fauna and boasts of places like Gold Coast, Queensland, Melbourne, Adelaide, Sydney and the world’s largest reef, Thee Great Barrier Reef for touristic attraction. With the Australian Tourism expected to reach A$140 billion in overnight expenditure by the end of 2020 mainly due to the emergence of Chinese and Indian Economies, one can safely assume that Australian Tourism Industry will need a face and a marketing campaign to advertise itself aggressively to mark a place for itself on global tourism map. Tourism Australia is the government nominated agency which holds the responsibility of attracting the international as well as domestic tourists to country’s popular tourist destinations. Tourism Australia is regarded as one of the most active Government agency on social networking sphere with its Facebook page attracting the highest no. of people in Australia. Having the world’s largest destination page which fetches an astonishing response from over 3.5 million people about Australia, Tourism Australia has propelled the name of Australia on World Map as far as tourism is concerned (Tourism Australia 2012). Tourism Australia has developed a series of TVCs named ‘There is nothing like Australia’ which are viewed by over 20 million people on internet and in order to hold its critics back about the need of a popular face for promoting Australian Tourism, it has devised an advocacy and social media program that boasts of 170 high-profile names from every popular walks of life including the likes of Brett Lee (Cricketer), Richard Branson (A billionaire businessman) and Matt Moran (popular Australian chef) (Kennedy 2012).
The Director of Tourism Australia, Mr. Andrew McEvoy, strongly believes that it is the world of mouth publicity and the advertisement campaign (of Tourism Australia) which has done the wonders for Australian tourism and these are much more powerful mediums of communication than having a celebrity advertise your product or service (Kennedy 2012). However, there are many people in the industry who doesn’t reflect the same opinion. One of them is Bruce Poon Tip, founder of a tour and Travels Company, G Adventure who believes that celebrity endorsement is very important for Australian Tourism for attracting the American and European tourists and Hugh Jackman could be one of the choices given his Hollywood A-Lister status in USA. He emphasizes on his theory of celebrity endorsement given the outstanding success of TVCs led by popular Australian comedian and actor Paul Hogan back in the 1980s which helped Australia elevate its status from a no. 78 to an astonishing no. 1 position in the American book of most popular touristic attractions of the world. Paul Hogan, then, was the Golden Boy from Australia who represented the country as a must-go destination for American audiences (Backpacker Trade News 2012).
Hugh Jackman is one of the most popular actors in the world given the Wolverine character he played in the X-Men movie franchise and if he does get involved with one of the Tourism Australia campaigns, it will surely benefit Australian tourism in a huge way.
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