Tourism Australia

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Boosting the Image of Down Under

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…

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