The many sides of Australia you have yet to know

  • Asia & Oceania
  • Tuesday, 11 Sep 2018

Dark Mofo is an annual winter festival held in Tasmania, Australia. Photo: Tourism Tasmania

Apart from kangaroos, koalas, the outback, wines, Hugh Jackman and the Sydney Opera House, what else do you know about Australia?

Sure, the country also has delicious food, great hiking trails, beautiful beaches and um, Nicole Kidman.

But Tourism Australia wants everyone to know that there is a lot more to discover in its country.

In a new promotional campaign called UnDiscover Australia, Tourism Australia challenges travellers to see unfamiliar attractions and try unexpected experiences. The campaign targets travellers from the South Asian and South-East Asian regions, specifically from Malaysia.

UnDiscover Australia plays on some of the popular misconceptions about the country highlighted by local research, showing that there is more to Australia than the stereotypes of its well-known icons like the kangaroo and the outback.

This is the first time that South Asia and South-East Asia are targeted as part of a single, coordinated tourism promotion. “With travellers from Malaysia, Singapore, Indonesia and India accounting for more than 1.3 million international arrivals each year and injecting more than A$5bil (RM14.8bil) into the Australian economy, there is further potential to expand the region’s tourism potential,” Australia’s new minister for trade, tourism and investment, Simon Birmingham said in a release.

undiscover australia
Its not just about the fish and chips when it comes to food in Australia. Photo: MELODY L. GOH/The Star

Lisa Ronson, Tourism Australia’s chief marketing officer, said during the campaign’s launch in Singapore recently that UnDiscover Australia aims to help visitors uncover lesser-known places and hidden gems in the country.

“We know that travellers today are always on the hunt for the next cool, Instagram-worthy destination, so the challenge for us is to show all the ways that Australia ticks this box as a vibrant, captivating destination and give them new reasons to come and explore for themselves.

“Think Australia isn’t a foodie destination or just a daytime destination? We have the annual Margaret River Gourmet Escape which celebrates unique local flavours, incredible landscapes and fun atmosphere on a pristine beach. For the night owls, the upcoming Handa Opera on Sydney Harbour is set to deliver landmark musical West Side Story against the backdrop of the magnificent Sydney Opera House. It’s surprising and delightful experiences such as these that we will be seeking to highlight through this campaign,” she shared.

For Malaysians, an online marketplace called Australia On Sale currently takes place, and will run until Sept 23. It is an initiative that brings together multiple airlines and travel agents to offer the best prices – as well as to promote UnDiscover Australia – to Malaysian travellers.

If you’re on the lookout for value-for-money tours and flight tickets to Australia, then make sure you complete all your bookings during this period.

undiscover australia
Tourism Australia chief marketing officer, Lisa Ronson.

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