New South Wales is coming under increased pressure from rival states in the battle for the backpacker dollar, with Tourism Queensland (TQ) set to unveil a follow up to its Best Job in the World campaign in Europe on Friday and South Australia and Victoria also working hard to target travellers in source markets.
Backpacker Tourism Advisory Panel (BTAP) chair Peter Ovenden told the Sydney Morning Herald: “The industry has had it very tough over the past two years and there’s no doubt the respective tourism departments are locked in a major battle to entice travellers. Sydney has always attracted the lion’s share of backpacker dollars but… the other states are trying harder than ever before to change that. They all offer something unique and are becoming increasingly creative and innovative with their campaigns.”
A spokeswoman for TQ said the new campaign would be aimed at young travellers following massive growth in the under-30s market since Best Job in the World.
The article goes on to cite South Australia’s campaign offering Brits a range of exotic jobs – including shark-personality profiler and tagger, koala catcher and beer taster – and Victoria being chosen as a feature destination for a gap year campaign with STA Travel in the UK as examples of the increased competition faced by NSW.
However, NSW tourism minister Jodi McKay remained unphased. She told the SMH: “We’ve been focusing on the youth market, particularly in the UK and Ireland, working with airlines and other partners to encourage more young travellers to work, stay and play in NSW. Over the last four years we’ve seen the number of working holidaymakers to NSW almost double and the average length of stay by these groups increase from 60 to 70 days.”