The latest version of Tourism Australia's global advertising campaign, There's Nothing Like Australia, has achieved almost 6 million downloads since it was launched just over a week ago, making it one of the nation's most successful advertisements.
Seventy-five per cent of the downloads have come from China after Tourism Australia, the federal government's peak tourism body, launched the next phase of the campaign in Shanghai last week.
The new campaign included an interactive app to capitalise on the marketing potential of digital platforms and social media, especially in China, which has already been downloaded more than 4000 times.
"To me, that is an indication of launching in China, where a lot of the downloads happen, and the fact that the quality of the ad is so good that people are going on line and having a look at it," Tourism Australia chief executive Andrew McEvoy said yesterday.
"I was pretty chuffed by the number of downloads. It is pretty unbelievable."
Mr McEvoy also said 80 per cent of postings about the ad on Twitter were positive.
Tourism Australia hosted a forum late last week in Singapore for potential investors in the local tourism sector, following similar briefings held in Shanghai and Bangkok.
The Singapore briefing of more than 100 potential investors included a presentation by Austrade, which has signed a five-year alliance with Tourism Australia to promote the tourism sector and facilitate investment opportunities for domestic and overseas investors.
"There are probably six or seven key players in our sector who have had another tap on the shoulder about Australia," Mr McEvoy said.
"One of our roles is to keep tapping people on the shoulder and showing them the opportunity that exists in Australia."