But in 2018, with a growing number of tourists seeking out the same experiences at popular destinations, some have started taking a different approach: telling visitors to rewrite their ‘bucket lists’ and seek out alternative things to see and do. This week, Tourism Australia launched a $10m campaign called ‘UnDiscover Australia’. Aimed at tourists from south-east Asia, Singapore, Malaysia, India and Indonesia, the campaign was launched in a bid to showcase the unfamiliar things to see and do in the country that receives over eight million tourists per year. Lisa Ronson, the chief marketing officer at Tourism Australia, said: “One of the challenges that we face is that travellers think they know Australia. This campaign is all about debunking myths and challenging travellers’ preconceived stereotypes of Australia and really tackling them head on by showcasing some of the unusual, unexpected experiences that our country has in abundance. “[The campaign] plays on some of the popular misconceptions about Australia highlighted by research. There is much more to the country than the typical stereotypes of koalas, kangaroos, the outback and well-known icons.” She added: “We will still promote our great and popular icons, but this will be in parallel with the more… Read full this story
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