At the heart of the campaign is a global competition involving six of Australia's State and Territory Tourism Organisations that is each offering their own unique "Best Job in the World" as a prize.
The six 'Best Jobs in the World' each come with an attractive six month salary package worth A$100,000 including living costs and are:
- Chief Funster (New South Wales)
- Outback Adventurer (Northern Territory)
- Park Ranger (Queensland)
- Wildlife Caretaker (South Australia)
- Lifestyle Photographer (Melbourne)
- Taste Master (Western Australia)
The "Best Jobs in the World" initiative is part of a major international marketing push which will target travellers between 18 and 30 years of age in Australia and overseas but is also open to all travellers worldwide. Final deadline for the first round is 9:00 pm AEST April 10, 2013 (7:00 am PST, April 9, 2013).
Tourism Australia Managing Director Andrew McEvoy said the competition provided an excellent platform to entice more young people from around the world to come to Australia to holiday and work.
"We've taken one of the most successful tourism campaigns in recent times - "Best Job in the World" - and made it bigger and better by coming up with a competition which represents the very best of our country - our breath-taking landscapes and scenery, our unique nature and wildlife, great food and wine and, of course, our huge sense of fun," Mr McEvoy said.
Ben Southall added: "A few years ago I won "The Best Job in the World" – being an Island Caretaker on the Great Barrier Reef. Unfortunately for me, my time is up. But luckily for the world 'The Best Job in the World' is back. This time there's not one, but six amazing jobs in Australia up for grabs."
Jane Whitehead, Tourism Australia Vice President, Americas added that the competition was expected to appeal to youth travellers' sense of fun and adventure and also those seeking a gap year and international experience.
"Educated young Americans are interested in working abroad," Mrs Whitehead said. "The Washington Post recently reported a survey that showed the percentage of Americans aged 18-24 that were interested in moving overseas had surged from 12% in 2007 to 40% in 2011.
"The Department of Immigration and Citizenship's (DIAC) latest 'Working Holiday Maker visa program report 2012' has shown a continued growth in the number of American visas granted since the WHM visa launched in 2007. In the 12 months to year end June 2012, the United States saw a 4.7 per cent increase over the previous year.
"Australia, with its quality of living, wage levels and job opportunities offers attractive options for those that want to strengthen and round out their resumes while having the time of their life experiencing a beautiful and dynamic country."
For those who are interested in exploring work and travel opportunities beyond the competition jobs, Tourism Australia has secured industry partners to support the campaign and help make it easier for young travellers to find jobs and make travel arrangements.
Virgin Australia and STA Travel are providing travel deals and travel options. For job opportunities, recruiter Monster.com has created an online 'jobs board', advertising temporary jobs within the Australian tourism industry that are suitable for travellers visiting the country on a Working Holiday or Work and Holiday Visa.
Other partners supporting the campaign include Citibank, DELL, IKEA, and Sony Music.
The youth segment contributes A$12 billion annually in total tourism spending and delivers nearly 1.6 million (26%) of Australia's international arrivals. In 2012, Working Holiday Makers contributed A$2.5 billion to the Australian economy.
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