Tourism Australia launches new youth oriented holiday campaign

Tourism Australia have launched its new campaign, Work and Play the Aussie Way, to entice young holiday-goers to Australia.

Tourism Australia managing director Phillipa Harrison said the new campaign highlights the temporary visa application charge refund offer, which allows eligible student or working holiday maker (WHM) visa holder who arrived in Australia within a specified period to claim a refund of the visa application charge of $495.

“With the WHM visa application currently refundable for those who arrive in Australia before 19 April 2022, it’s a great opportunity to entice those who are keen to work and travel here to do so now,” Harrison said.

“This new incentive will potentially enable thousands of WHM to start working and travelling here sooner than planned, while also providing much-needed support to our tourism and hospitality sector with a boost in visitation and some relief to their current workforce pressures.

“We know the type of travellers that take up working holidays tend to stay longer, spend more and visit two or more destinations around the country as they combine work with travel – and our tourism industry is keen to welcome them back,” Harrison said.

Additional new measures will see WHM visa holders able to work for the same employer or organisation for more than six months up until 31 December 2022 without needing to request permission.

The WHM visa allows young adults to have a 12 month holiday, during which they can undertake short-term work and study.

Tourism Australia’s Work and Play the Aussie Way will roll out in France, Germany, Italy, Japan, the Republic of Korea, the United Kingdom, and Ireland.

“The new campaign will start with the launch of a suite of digital campaign creative that will focus on attracting young people to roles in the tourism, hospitality, and agriculture industries across the country, and will be supported by a range of in-market partner activities,” Harrison said.

“For young travellers, a working holiday in Australia offers an adventure of a lifetime and the chance to work in some of the country’s most stunning and iconic tourism locations – from the Great Barrier Reef to Bondi Beach, the Great Ocean Road and more.”

In 2019, WHM visa holders contributed $3.2 billion to Australia’s visitor economy and represented seven per cent of total visitor spend.

They largely spend what they earn in Australia, with the average spend per person equivalent to $10,400. They also disperse widely, with 63 per cent visiting two or more destinations.

In January 2022, there were approximately 23,000 Australian working holiday maker visa applications granted internationally.