Richard Colbeck (Tasmania, Liberal Party, Minister for Tourism and International Education) Share this | Hansard source

I thank Senator Edwards for his question. This morning, I provided a briefing for members and senators on both sides of politics on the next chapter of Australia's 'There’s nothing like Australia' campaign, which focuses on Australia's aquatic and coastal attributes. The briefing provided members and senators with a hands-on experience, giving them the opportunity not only to view the latest video campaign but also to experience innovative content through virtual reality and a 360-degree immersion technology.

The campaign, featuring Australian star Chris Hemsworth, and worth $40 million, was launched in New York last week with Minister Bishop, and it showcases Australia's incredibly diverse aquatic and coastal experiences. It is estimated that Mr Hemsworth's presence in the campaign has, to date, after just one week, generated $50 million in global advertising value. We have worked with each of the states in generating the content for the campaign and provided them with their own material for their own offerings, if they so choose. Australia is the highest rated destination in the world when it comes to world-class beauty and natural environments. In fact, we outrank places like Hawaii and New Zealand.