The Australian government has announced a new campaign to attract more working holidaymakers from Europe, as part of its efforts to boost tourism and fill workforce shortages in regional areas of the country. 

The ‘Australia Inc.’ campaign, which highlights personal and professional benefits of living and working in Australia, targets young people from the United Kingdom, France and Germany who are most likely to pair overseas travel with temporary work. 

The number of working holidaymakers from these European countries has decreased by more than 5 per cent year-on-year, according to Australian Chamber-Tourism Executive Chair John Hart. 

“Whilst Australia is a highly desirable working holiday maker destination, research shows there are some barriers to travel, such as distance and a lack of understanding of the long-term benefits of a working holiday in Australia,” Minister for Trade, Tourism and Investment Simon Birmingham said. 

Mr Birmingham said working holidaymakers contribute $3 billion to the Australian economy each year and fill a gap in the domestic labour market.  

“Working holiday makers who travel to Australia, stay longer, spend more and travel further into regional areas than most other international visitors. They also importantly help fill seasonal roles in regional Australia, where farmers often struggle to source labour,” he said. 

The campaign follows changes to Australia’s work and holiday visa program in November last year, which also aimed to support rural and regional communities by expanding the regional areas where holidaymakers can work, elongating the time frame they can remain with an employer from 6 to 12 months, and adding the option of a third-year.