SYDNEY: Australian tourism chiefs believe an outback epic starring Nicole Kidman and Hugh Jackman can boost visitor numbers in the same way that Crocodile Dundee ushered in a cash bonanza in the 1980s.
Australia is scheduled for worldwide release in November and Tourism Australia has announced a global marketing campaign to accompany the movie, convinced its stunning vistas will have travelers heading Down Under.
This movie will potentially be seen by tens of millions of people and it will bring to life little-known aspects of Australia s extraordinary natural environment, history, and indigenous culture, Tourism Minister Martin Ferguson told an industry conference at the weekend.
The release of Australia offers the tourism industry one of its greatest promotional opportunities in many years, he said.
The Baz Luhrmann-directed movie, a love story about an English aristocrat played by Kidman falling in love with Jackman s outback cattleman, hits cinemas at a time when Australia is struggling to attract visitors from overseas.
A total of 1.9 million people visited in the four months to April, meaning growth was flat compared to the same period last year, with slight falls in tourist numbers from Britain and New Zealand.
More worrying for tourism chiefs was a 19 percent slump in the number of Japanese visitors, and sharp decreases in numbers from South Korea and Hong Kong.
Crocodile Dundee, released in 1986, led to a surge of arrivals when its star Paul Hogan fronted an international advertising campaign telling tourists he would put another shrimp on the barbie for them.
New Zealand enjoyed a tourist boom after its rugged landscapes formed the backdrop for Peter Jackson s Lord of the Rings trilogy.
Recent Australian tourism campaigns have not been successful.
One advert cancelled early this year – which featured a bikini-clad model asking where the bloody hell are you? – was met with bemusement in many countries and was briefly banned in Britain after being deemed offensive.
Tourism chiefs were also criticized in 2003 for failing to spot the promotional potential of Pixar s animated feature Finding Nemo, about a clown fish on Australia s Great Barrier Reef searching for his son.
Prime Minister Kevin Rudd, meanwhile, has denied a media report that one of his predecessors, Paul Keating, was set to become one of the faces of a new G Day UK tourism campaign in Britain.
Rudd said the story about Keating, dubbed The Lizard of Oz by British tabloids after placing a guiding hand on the Queen s back during a 1992 royal visit, was idle speculation.
It s about as probable I reckon as having (former prime minister and Keating rival) John Howard and Paul Keating team up for a dual number in the Eurovision song contest, he told reporters Monday.
And probably about as likely of taking the prize. – AFP
