The Blue Mountains has made the cut in a bold new marketing initiative to attract international thrillseekers to Australia’s top adventure destinations.
The National Landscapes campaign – to be launched by Tourism Australia and Parks Australia in Perth on June 15 – will showcase 15 world class Australian “experience” hubs.
Eight regions’ submissions have been accepted so far, including the Greater Blue Mountains World Heritage Area (GBMWHA), which was confirmed at a well-attended program branding workshop in Katoomba on April 29.
The point of difference of the National Landscapes campaign is its targeting of the international experience seeker, the group most likely to travel further and spend more according to Tourism Australia research.
“Research indicates the perception of Australia is positive, but stagnant,” National Landscapes project officer Susana Heraud said.
“The idea of this campaign is to provide bite-sized pieces of information about a select number of regions with a world class landscape of natural beauty, cultural and spiritual assets that are distinctive to Australia.
“The message to experience seekers is to interact and do, rather than just see, places.
“The campaign will provide a bigger hook to attract international visitors and complement all the tourism regions’ own marketing plans and the experiences offered within them.”
Successful submissions had to demonstrate unique visitor experiences in their region that are delivered professionally and in harmony with the natural environment.
Blue Mountains Tourism Limited (BMTL) has high hopes for the region’s inclusion in National Landscapes.
“I believe it will prove to be the most important international marketing initiative to benefit the Blue Mountains,” BMTL and GBMWHA chairman Randall Walker said.
“We have a great story to tell, we just need to get the right message to the right target market segments.
“We have an abundance of genuinely unique world class experiences and operators delivering phenomenal visitor engagement with the wilderness, so our region is a perfect fit for this campaign.”
Mr Walker said the enthusiasm of forty stakeholders who attended the April 29 branding workshop in Katoomba was significant in the Blue Mountains qualifiying for the first eight regions ahead of the campaign launch.
He confirmed a four-day film shoot by Australian Geographic (funded by Tourism Australia and BMTL) took place in the Blue Mountains between May 4-7.
“The experience-based footage will be used in initial promotion of our region (in the campaign),” he said.