Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. Its mission is to make Australia the most desirable destination on Earth.
Our values support the mission of Tourism Australia. They are the essence of our identity and provide the guiding principles to our behaviour and the relationships we have with our customers and partners. They include:
— Genuine: We are real and authentic and truly believe in what we do
— Innovative: We aim to be the best in the business in everything that we do
— United: We are one global team and value relationships
— Positive: We are optimistic and always look on the bright side
— Commercial: We think strategically and we deliver results.
Tourism Australia is active in 17 international markets, promoting unique attributes which will entice people to visit and targeting people who research indicates will spend more and travel most widely thought the country. Activities include advertising, public relations and media hosting, trade shows, industry programs, consumer promotions, online communications and consumer research.