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Australian government launches Wander Victoria tourism campaign

The Andrews Labor government are launching a new $3 million (£1.55 million) advertising campaign entitled Wander Australia.

It's an attempt by the government to encourage Australians to get in their cars and travel out to the wider regions of the country, reports the Australian Financial Review.

The government hopes that this will be a successful campaign and is hedging its bets on the low rate for the Australian dollar and petrol prices, which are currently very cheap.

An advert for the campaign has been screening in Australia since Saturday 27th February, which depicts two men on a journey that covers the length and breadth of the country.

In the advert they travel to the snow-capped top of Mount Hotham and down again to the Great Ocean Road.

The aim for the advert is to showcase areas of the country that are lesser-travelled, but are no less beautiful than the more popular parts of the country.

John Eren, Victoria's minister for tourism and major events, said: "I'm really glad that the federal government has finally taken tourism seriously and dedicated a minister for that very important portfolio."

He continued: "To us it's worth $21 million and 206,000 jobs, and we want to grow that over the next ten years to $30 million and more than 300,000 [jobs] - and we can't do that without the regions."

Mr Eren commented that Victoria's population is the fastest-growing of anywhere in Australia - currently rising at a rate of 1.7 per cent. He believes that the state will "have a population that is bigger than New South Wales by 2030; that is more than seven million people".

With such a spike in population growth, Mr Eren has projected that Melbourne and the surrounding areas will not be able to cope with this size of population, which is why he and the government are now looking towards the regions for help.

The campaign is targeting the 2.2 million people who travel to Melbourne and is looking for ways to entice them to visit regions outside of there and Victoria.

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