TA fishing for visitors

TOURISM Australia launched an enhancement to its ‘Nothing like Australia’ campaign at last month’s Australian Tourism Exchange, and this time it’s all about fishing. TA managing director John O’sullivan told travelbulletin the move followed research which showed it was an area of “untapped tourism potential,” with more than 300,000 international visitors throwing in a line last year, representing 5% of all inbound tourists. “Fishing is one of Australia’s biggest sports and leisure pastimes, but international awareness of just how much our country has to offer in this area is something we want to improve,” O’sullivan said. The appearance at Australian Tourism Exchange by Australian Hollywood superhunk Chris Hemsworth also set many hearts-a-flutter. Hemsworth, whose gravelly tones underscore Tourism Australia’s latest campaign collateral, turned up at the official ATE welcome event where he gave a candid presentation about his favourite holiday spots in Australia.

Fishing is one of Australia’s biggest sports and leisure pastimes