A new campaign has been launched in Australia to attract more young people to visit the country for working holidays as well as visiting families and friends.

Called Aussie News Today and co-ordinated by Tourism Australia, it aims to use humorous and interesting stories about Australia and share them with young people through the organisation's digital channels.

Backpacker Blue Mountains National Park


Those involved include former Wallabies rugby union star Nick Cummins, known as The Honey Badger, along with TV presenter Teigan Nash and former Home and Away actor Lincoln Lewis, all as anchors for Aussie News Today.

In addition, eight winners of a competition announced earlier this year will travel around Australia in campervans collecting stories for Aussie News Today.

The campaign will initially focus on four of Australia's largest youth markets, the United Kingdom, France, Germany and Italy and builds on back to back working holiday maker campaigns rolled out by Tourism Australia in key western and eastern markets between October 2016 and June 2017.

Young travellers are regarded as those between 15 and 29 and the number arriving in Australia have increased in the last year by 8.6% to 2.1 million. They usually combine a trip to Australia to see the sights with visiting family and friends while those choosing a working holiday maker visa can opt for a second year if they fulfil certain job conditions.

The biggest group of working holiday makers come from the UK at 18%, followed by 11% from Korea, 10% from Germany and 10% from Taiwan, with 9% from France

This is the third in a series of youth and working holiday maker (WHM) campaigns funded through an additional $10 million provided to Tourism Australia as part of the Federal Government's WHM reform package.

Trade, Tourism and Investment Minister Steven Ciobo said that young people are a critical market for Australia, representing a quarter of arrivals and almost half of all international visitor spend.

'Young travellers and working holiday makers go further, spend more per trip and stay longer than other travellers. In addition, just over half of all youth are repeat visitors to Australia,' he added.

'Aussie News Today will deliver sometimes irreverent but always positive stories from around Australia, broadcasting them directly into the news feeds of potential young travellers around the world,' said Tourism Australia managing director John O'Sullivan.

'We want to put a smile on young people's faces by finding fun and uplifting stories from across Australia and serve them up to the youth of the world as an endless news stream of reasons to visit,' he explained.