Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. Its mission is to make Australia the most desirable destination on earth. Tourism Australia’s purpose is to increase the economic benefits of tourism to Australia, supporting the industry’s Tourism 2020 strategy, which aims to grow the overnight annual visitor expenditure generated by tourism to more than A$115 billion annually by 2020. Through its global consumer and trade marketing programs, Tourism Australia focuses its efforts on promoting the unique attributes of Australia that will entice people to visit and targeting people who research indicates will spend more and travel most widely throughout the country.

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