Backpackers are the new black: rival states battle New South Wales for working holidaymaker market share

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.”

0 thoughts on “Backpackers are the new black: rival states battle New South Wales for working holidaymaker market share

  • September 20, 2010 at 7:38 pm

    Sounds to me like taxpayer dollars being urinated up against a chinese wall. State organisations, work together instead of getting into a pissing contest. You can’t change wet seasons and you can’t change winter. You can’t change the fact that northern hemisphere travellers chase the sun.

    Youi should have all your tourism funding confiscated and handed to TA for allocation like GST dollars.

  • September 21, 2010 at 11:44 am

    I was half expecting jodi McKay to mention the surf strategy… that no one knows about!!

  • September 21, 2010 at 8:18 pm

    Operators in the Mid North Coast of NSW delight…..
    We have a unique opportunity to work with our RTO to market NSW as a backpacker destination to the travelers of the world.
    The Mid North Coast RTO is currently working towards creating a backpacker strategy with Industry input to market our region.
    A couple of places on the work group are still open to any one with a serious interest in putting the Mid North Coast of NSW back into the fore front, of the minds of the Backpacking world, interested? Let me know via before the 30th September.
    Operators/Industry in accommodation, transport, activities, tours, working holiday, vans or events are welcome – anyone willing to work with others in industry to promote the Mid North Coast of NSW is welcome to contribute. Drop me a line if you have further questions or wish to be kept in the loop.
    P.S. If you know of them – The Port Stephens BOA sub committee in an excellent example of how operators in a region can work together to promote a destination.

  • September 22, 2010 at 7:46 pm

    Michelle, where does the Mid-North Coast region officially start and finish in the context of RTO region?

  • September 22, 2010 at 8:46 pm

    The Mid North Coast region is Port Stephens in the south, Great Lakes, Manning Valley, Taree, Port Macquarie, Macleay Valley, Kempsey, Nambucca, Bellingen and Coffs in the North – Northern Rivers RTO then covers North of Coffs to the border.

  • October 4, 2010 at 2:46 am

    trying to track down michelle cox relative from england


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