Leaders at Tourism Australia said that 500,000 people made the trip from the US in 2013, which was five times the number in 1984, when Paul Hogan was front and centre for the campaigning.
And now it wants to improve on this figure once more, as the board plans to double spending from US tourists to $5.5 billion (£3.06 billion) by the end of 2020.
Those coming from the US currently take fourth place in the list of countries providing the most Aussie tourists, behind China, the UK and New Zealand.
And with the impact that visitor numbers from China has had on the number of people returning to invest in property markets, it is easy to see why officials want to attract those with money to spend from the US.
Virgin chief customer officer Mark Hassell told the Financial Review. “There is a challenge that Australia rates highly as one of the destinations they [Americans] want to visit but it’s often ‘some day’. We’re creating a campaign that turns that some day to now.”
Posted by Craig Francis