The Morrison Government has today launched a new campaign to lure more visitors to some of Australia’s lesser known tourist destinations.

Minister for Trade, Tourism and Investment Simon Birmingham today launched Tourism Australia’s latest campaign UnDiscover Australia to encourage travellers to visit some of the more unusual, unfamiliar and unexpected destinations and experiences on offer across the country.

“Australia has a strong reputation as a beautiful destination with friendly people, however we must continue to expand our appeal to overseas travellers.

“This is about showing prospective travellers that Australia has even more to offer than our beautiful beaches, the outback and icons such as the Sydney Opera House.

“Whilst we still want travellers to visit our hotspots, we also want them to spend an extra few days or week to visit some of our more untapped regions such as the Ningaloo reef in Western Australia or the beautiful lavender farms in Tasmania.”

The UnDiscover campaign will run across South and South East Asian markets including India, Singapore, Malaysia and Indonesia.

This will be the single largest, targeted campaign that Tourism Australia has run in all of its South and South East Asian markets.

“With travellers from India, Singapore, Malaysia and Indonesia accounting for more than 1.3 million international arrivals each year and injecting more than $5 billion into the Australian economy, there is further opportunity to expand the region’s tourism potential,” Minister Birmingham said.

“I’m looking forward to seeing more overseas travellers watch a cricket game as they climb the roof of the Adelaide Oval in South Australia or catch a sunset whilst four-wheel driving on some of North-Queensland’s famous beaches.

“A forward-looking tourism industry here in Australia that wants to jump on new opportunities and tap into new markets is good for Australian tourism businesses and in turn helps to create more jobs for Australians.”

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