July 1, 2022 | By Joyce DiMascio
Working holiday makers are coming back and that’s great news for all parts of the visitor economy.
Tourism Australia’s campaign designed to help ease the skills and labour shortages is achieving good results according to Robin Mack, executive general manager of commercial and Business Events Australia at the national tourism agency.
Mack told micenet that the “Work and Play the Aussie Way” campaign launched in January had generated strong interest for work and travel to Australia.
He said 70,000 visa applications had been received to date and 25,000 applicants were already in Australia.
“We’re trying to build that pipeline and get them to come in sooner,” said Mack.
The key markets being targeted were the UK, France, South Korea, Ireland and Germany.
“They’re the biggies and we’ve got campaigns running for all those markets,” he said.
Mack said the labour shortages being experienced across the industry were a major challenge for Australia and for the rest of the world, but it was encouraging to see working holiday makers returning.
The number of visa applications showed that Tourism Australia’s work was driving good results that would contribute towards building up Australia’s workforce again to meet the growing demands of the visitor economy, including in the business events sphere.