Australia has taken a beating on Social networking sites such as facebook by unimpressed, underwhelmed travellers according to gapyear.com founder Tom Griffiths.
Griffiths claims that travellers are taking to facebook and forums to spread negative messages about Australia as a destination complaining that its too expensive and underwhelming, preferring to travel to Asian destinations and NZ for cheaper longer lasting holidays. Backpackers make up 11 % of all international visitors to Australia and spend $3.4 billion a year.
He also went on to say that Australia was becoming the new “Ibiza” where travellers would come to party and sleep around. Griffith “It’s a nasty product to be likened to,” he said.
Its unclear where Griffiths is getting this information from and where this market research is published or if its anecdotal, however if its accurate Tourism Australia may need to investigate a reputation management style campaign in order to revive Australia’s squeaky clean image.