As an Australian, I am used to people reacting enthusiastically to the mention of my country.
Last year, however, at the launch of a $180 million “There’s nothing like Australia” campaign, research was revealed that Australians have a mixed perception internationally. 80 per cent of international travellers see Australia as “different”, 60 per cent had knowledge of it, half thought Australia was a relevant place to them – but only 30 per cent held Australia in high esteem.
- Americans saw Aussies as “carefree and rugged” but believed Australians don’t deliver quality or good value.
- British believe Aussies are “charming and independent” but untrustworthy
- Indians see Aussies as “daring” but arrogant
The results change for people who actually visit Australia so tourism Australia is encouraging people who have visited the land down under to tell the positive stores via Facebook.