Tourism Australia

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Tourism Australia
Tourism Australia logo.svg
Agency overview
Formed1 July 2004; 14 years ago (2004-07-01)[1]
Preceding agency
  • Australian Tourist Commission
JurisdictionAustralian Government

Tourism Australia is the Government of Australia agency responsible for promoting Australia to the world as a destination for business and leisure travel.

Tourism Australia’s purpose is to increase the economic benefits to Australia of tourism, supporting the industry’s Tourism 2020 strategy, which aims to grow the overnight annual expenditure generated by tourism to as much as $140 billion by 2020.

The organisation is active in around 16 key markets[2], including Australia, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit.

Tourism Australia’s activities include advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research.


Tourism Australia was created in 2004 as a merger of three existing government agencies – the Australian Tourist Commission (ATC), the Bureau of Tourism Research, and the Tourism Forecasting Council – as well as See Australia Ltd., a private company.[3] Tourism Australia considers itself as the successor of the ATC (established in 1967) and celebrated its 50th anniversary in 2017.[4]

In February 2019, Tourism Australia worked with Australian Traveller to launch a magazine in the United States, Australia. Jane Whitehead, regional general manager Americas, Tourism Australia, said "In collaborating with Australian Traveller, we set out to tell quintessentially Aussie travel stories, while highlighting some of the finest hospitality product, in a way that compels travellers to book memorable vacations."[5]


The organisation caused controversy in 2006 when its advertising campaign "So where the bloody hell are you?" gained media attention following a ban in the UK.[6]

In January 2010 Tourism Australia displayed a caged kangaroo on a street in Hollywood. The kangaroo was filmed by a concerned member of the public who was reported as saying, "The kangaroo was there in a pen, like a 10 by 12 (foot) pen, straight on the concrete and it was really, really disturbing. It was just disturbing. There were kids who were really upset because this kangaroo was just rocking back and forth and back and forth and back and forth."[7]

Australian macropod expert Tim Faulkner, after viewing the video of the kangaroo, said that it was clear the animal was not acting normally, "The animal is obviously distressed, there is no question about it. The sort of stress I see here suggests that it has endured long-term problems."[8]

In 2010, Tourism Australia launched its There's nothing like Australia campaign, sourcing its stories and photographs from the Australian public through a competition with strict licensing conditions.[9] The terms and conditions of the competition require the authors to assign all rights including moral rights to Tourism Australia and indemnify Tourism Australia against any legal action as a result of its re-using the works, which the Australian Copyright Council says are extreme conditions and "particularly disturbing given that Tourism Australia is a Government body".[10]


In January 2014, Tourism Australia announced it had appointed Fox Sports chief operating officer John O’Sullivan as its new managing director.[11]

Former Treasurer of Australia, Scott Morrison; Managing Director from 2004 until 2006, was appointed Prime Minister of Australia in August 2018.[12]

See also[edit]


  1. ^ CA 9017: Tourism Australia, National Archives of Australia, retrieved 26 September 2016
  2. ^ Australia, Tourism (19 June 2017). "Our Organisation - Corporate - Tourism Australia". Retrieved 27 July 2017.
  3. ^ "Tourism Australia". Australian Government. Retrieved 25 January 2019.
  4. ^ "Our History". Tourism Australia. Retrieved 25 January 2019.
  5. ^ "Australian Traveller launches US magazine for Tourism Australia". Mumbrella. Retrieved 7 February 2019.
  6. ^ "Brit ban on 'bloody' ad 'incredibly ludicrous'". The Sydney Morning Herald. Fairfax Media. 28 March 2007. Archived from the original on 15 March 2016.
  7. ^ "PETA alerted over Tourism Australia stunt". 26 March 2010. Archived from the original on 3 October 2013.
  8. ^ "Tourism Australia criticised over kangaroo". The Daily Telegraph. News Limited. 25 March 2010.
  9. ^ Lee, Julian (31 March 2010). "Australia's new slogan? There nothing like it". The Age. Fairfax Media. Archived from the original on 12 January 2014.
  10. ^ Redman, Elizabeth (15 April 2010). "Tourism Australia wants you and your intellectual property rights". Crikey. Archived from the original on 3 March 2016.
  11. ^ Freed, Jamie (28 January 2014). "Fox Sports' John O'Sullivan named new MD of Tourism Australia". The Sydney Morning Herald. Fairfax Media. Archived from the original on 28 January 2014.
  12. ^ Rimmer, Michelle (24 August 2018). "Who is Scott Morrison? Meet Australia's new Prime Minister". SBS News.