New youth tourism push

A MOVE by Tourism Australia to use lesser known celebrities to lure young travellers Down Under is risky but might just work.

At this stage Hollywood heartthrob and Australian tourism ambassador Chris Hemsworth is stepping aside for the talents of actor Lincoln Lewis, Wallabies rugby union player Nick Cummins (aka the Honey Badger) and TV presenter Teigan Nash.

The trio has been handpicked to attract young and working holiday makers from across the globe.

The Far North is a mecca for young travellers aged 18-29. They love the Great Barrier Reef, the Esplanade Lagoon, the rainforests, the vibrant CBD night life and also the chance to work, especially on farms and orchards.

Our region will feature prominently in the $5 million campaign, dubbed “Aussie News Today” to highlight Australia’s unique destinations and experiences.

The three Aussie anchors will be reporting over the next few months, serving up fun, sometimes irreverent and uplifting news stories of daily life Down Under.

Nick Cummins will visit the Reef, the Daintree Rainforest and Cairns. BuzzFeed “mates” from Italy and Germany will also visit the region.

Youth travellers represent 25 per cent of all international visitors to Australia (2.1m) and half of the visitor spend ($18.7bn).

The campaign will initially focus on four of Australia’s largest youth markets of the UK, France, Germany and Italy.

The youth market is a lucrative source of tourism dollars, especially in the Far North. Nick Dalton Deputy editor