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Tourism Australia

Tourism Australia is the lead Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. 

Mornington Peninsula Regional Tourism Board works with Tourism Australia, both directly and via Visit Victoria.  Tourism Australia is active in 15 key markets across the globe.  Their activities include

  • Advertising
  • PR
  • Media programs
  • Trade shows
  • Industry programs
  • Consumer promotions
  • Online communications and
  • Consumer research

The following pages link you to materials in at Tourism Australia that are relevant to the Mornington Peninsula, and Frankston and Surrounds.  

Come and Say G'Day

Tourism Australia's Latest Campaign

Come and Say G’day is the next instalment of Tourism Australia’s There’s Nothing Like Australia global brand platform. With travel being restricted for the last two years, Come and Say G’day is a joyful, creative and unmistakably Australian invitation to the world. The multi-channel campaign will introduce the world to two lovable CGI animated characters; Ruby, a souvenir kangaroo, voiced by Australian actor Rose Byrne, and Louie, a toy unicorn, representing international visitors, voiced by actor Will Arnett.

You can download the industry toolkit by clicking this link

Come and Say G'Day

Come and Say G'Day

Short Film

The film provides mass awareness and reach to ensure Australia is able to cut through in the highly competitive and cluttered landscape of destination marketing. The film is a way of getting the world, and the world’s media, to take notice and write, talk about and share the campaign - helping to put Australia on the consideration list for international travellers globally. 

Watch the short film now via this link

Come and Say G'Day

Working with Tourism Australia

New Resource Guide

There are many ways you can connect with Tourism Australia to benefit from their campaign activity, research, market data and more to grow your tourism business.  The best place to start is to have an up-to-date Australian Tourism Data Warehouse (ATDW)  listing for your business.  This will mean that your business will appear on the australia.com website.  To find out more about ATDW click here. You can also checkout this link which will tell you how to get your business on Tourism Australia..

Also using the Tourism Australia hashtags which are #ComeAndSayGDay and #SeeAustralia

To read more about how you could work with Tourism Australia click this link  Join in the international campaign with like-minded businesses across the Mornington Peninsula by calling Sharon Burson via email on sharon.burson@mprtb.com or call on 5925 9346

Working with Tourism Australia

Latest Data

International Tourism Data

Tourism Australia produce a handy one page snapshot on international tourism in Australia.  It shows arrivals, aviation and spend.  The report is update each quarter.  You can download the latest copy here

Additionally, Tourism Australia have released research by market for the key markets they target.  In this research you will find

  • Market Performance
  • High Value Traveller Profile
  • Working in the Market
  • Aviation Statistcs; and
  • Just realeased Future Demand from th market.

Click here to access all market data

Latest Data

Future of Demand

New Research Released in 2022

The Future of Demand research has been designed to support Australia’s tourism industry, to make decisions about where demand exists and ways to maximise the opportunities.

With so much change in the tourism category over the past two years, this research is very timely. It has been designed to support Australia’s tourism industry, across its many facets, to make decisions about where demand exists and ways to maximise the opportunities in this critical period of recovery.

The following documents are available for downloading:

  • How to Use the Report - you can download this via the following link
  • Main Report - You can download this via the following link
  • Experiences - you can review experiences in future demand via the following link
  • Markets - you can review the future of markets via the following link
Future of Demand

Tourism Export Toolkit

Introductory Guide to Inbound Tourism

This toolkit has been produced by the Australian Tourism Export Council (ATEC) in partnership with Tourism Australia, and as a result of collaborative participation from all State and Territory Tourism Offices.

This toolkit contains advice on how to:

  • Understand the travel distribution system and its rate structure;
  • Research international markets to establish who will use your products;
  • Recognise the different travel styles of inbound travellers;
  • Develop a marketing plan to target international visitors through a range of mediums and distribution channels; and
  • Seek advice from your local, regional and state tourism office.  

You can access the toolkit via the following link

Tourism Export Toolkit

Social Media

Tourism Australia's Factsheet

Tourism Australia’s social program focuses on driving desirability for and stimulating conversation about Australia through key platforms, including Facebook, Instagram and Twitter globally, and WeChat & Weibo in China.

There is this great factsheet available for you to use, you can download it via the following link

Social Media

Working With the Media

Downloadable Guide

Find out more information on media guides, media kits and making the most out of social media. Access the guide via the following link.




Working With the Media

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VISIT MORNINGTON PENINSULA acknowledge's the Bunurong / BoonWurrung people, the Traditional Custodians of these lands and waters. We pay our deepest respect to Elders past, present and emerging.