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Immersive experiences attract international visitors to Australia

Numbers of international leisure visitors to Australia are up from last year and it seems that this is due to the amount of interest there is in immersive experiences available in the country.

Tourism Australia has been running events using virtual reality and 360 degree video to showcase the activities that tourists can enjoy when they come to visit.

So far, they have been really hitting the mark with consumers and the target market, as an event with the tourism board for Air New Zealand in Canada was extremely popular.

The two companies partnered primarily to show all of the things that tourists can do in the country, but also indicated that Air New Zealand services airports in Australia, as well as in its native towns and cities.

Most of the videos and virtual reality have been showcasing immersive experiences of Australia's aquatic and coastal experiences. This is in line with the major marketing campaign that the country has been running, to feature all of its nautical aspects.

Tourism Australia has already published 17 virtual reality scenes and 360 degree videos online, which have collectively garnered 6.5 million views across Youtube, Facebook and

It seems that the videos and immersive experiences have had a positive impact on the target audience as well, because they have helped to drive a 64 per cent increase in engagement on

Similarly, leads to industry have grown by 77 per cent, which has seen that more and more people are travelling from further away to visit Australia.

John O'Sullivan, Tourism Australia's managing director, said: "This is about giving consumers and potential travellers to Australia a deeper, more immersive experience of our destination."

Overall, these so-called immersive assets are a powerful tool for Tourism Australia to have for selling the experiences that are available to holidaymakers and tourists.

This is helpful for helping to boost an increase in lead generation for the sales of holiday packages and in general, they encourage customers to book a trip to Australia.

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