As part of an emotional new campaign, Tourism Australia has produced a video that seeks to show British people the benefits of visiting family in Australia.
It comes just a few weeks after the nation has announced success in its bid to bring more Middle Eastern visitors through the partnership it has signed with Emirates airline in the past year.
Speaking of the new campaign, which shows the story of Esme and her grandparents, who live in England, Tourism Australia's regional general manager for the UK, Denise von Wald said: "Visiting Friends and Relatives' (VFR) represented a large and valuable market, and with the UK economy recovering, now was the ideal time to be launching such a campaign."
She added that with Australia continuously being the most popular destination for Brits moving overseas in the past few years, it makes sense for the nation to be looking to attract immigrants' family back home.
Posted by Ravin Chatlani