The Australian government is calling for all hands on deck to participate in Tourism Australia's new $40 million marine marketing campaign.
The global campaign is set to promote the country's extensive coastal and aquatic environments, which will coincide with a new Sir David Attenborough documentary about the Great Barrier Reef
The aim of the new marketing plan is to showcase Australia's world-class reef environments, beaches and tropical islands across an international platform, in a bid to make them stand out from other destinations.
Although a majority of tourists are choosing to visit Australia due to its marine life, the country is facing competition from similar marine attractions in South Africa and the United States.
This marketing campaign is part of the government's larger plan to meet growth targets for the tourism industry over the next five years.
It seems that the efforts are working so far as results from Tourism Research Australia's International Visitor Survey show that spending in this area has reached $34.8 billion.
This marks a new high for the tourism industry in Australia as it records a 13 per cent increase from the previous area of tourism spending. This growth marks a peak that hasn't been seen in Australia for nearly 15 years.
International visitor arrivals also saw an uplift over 2015, showing a 7 per cent year-on-year increase.
The reasons behind this upshot in tourism may be due to the government's program of visa reform, plus there have been measures put in place to increase investment and to develop tourism infrastructure.
With regards to the marine marketing campaign, print, broadcast, cinema and digital advertisements are set to be the main initial thrust of the government's plan, which will follow shortly after the Great Barrier Reef programme by Sir Attenborough airs globally.
Tourism Australia will be accepting photographic, video, film and social media content from tourism operators throughout the country and will choose the best submissions to be curated and featured across official marketing campaign platforms.