Gold Coast tourism: Gold Coast becomes face of $7.5m Australian tourism campaign

The Gold Coast is the face of a newly unveiled $7.5 million tourism campaign aimed at luring a special type of visitors to Australia.

THE Gold Coast is the face of a new $7.5 million campaign aiming to lure more working holiday makers to Australia.

Tourism Australia’s “Australia Inc” features Main Beach as a key feature of its campaign, unveiled today to The Gold Coast Bulletin.

The campaign hopes to target young people in the United Kingdom, Germany and France, who have a high chance of considering overseas travel.

A poster to be featured around the world shows surfers in Main Beach, advising travellers “most days start with a board meeting”.

The Tourism Australia campaign uses the Gold Coast as the lure with this image from Main Beach. SUPPLIED

Minister for Trade, Tourism and Investment Simon Birmingham said 58,000 working holiday makers hit the Gold Coast annually.

Those who commit to three months farm work get a year added to their visas.

“We know in peak times farmers can face short-term work shortages and that’s where working holiday makers can fill vital gaps while also learning valuable life-skills they can take back home,” he said.

“Not only do working holiday makers help out our farmers across the Gold Coast hinterland but they also inject $85m into the local economy during their stay.”

Simon Birmingham believes its important to get more young workers to Australia. (AAP Image/Mick Tsikas)

Mr Birmingham said enhancements to the work and holiday visa program would support rural areas and were targeted at filling “genuine workforce shortages”.

“Our enhancements include expanding the regional areas where working holiday makers can work, increasing the time period they can stay with an employer and adding the option of a third-year,” he said.

The campaign comes two years after the UK’s Rosie Ayliffe, mother of slain Surfers Paradise waitress Mia Ayliffe-Chung, highlighted “exploitation” in the working holiday system.

The 20-year-old was just 10 days into a farm work stint in north Queensland when stabbed to death in her hostel dorm.

After visiting the scene at the time, Rosie said she had been contacted by several young people about exploitation and harassment during farm work - including claims of sexual exploitation and one girl losing an ear when told to clean a moving conveyor belt.

Main Beach has become the face of the new campaign. Photo Lachie Millard

“I want to see reform of the system, regulation of the 88 days, a central body which distributes these people among farms which are certified so they are aware of their duties.”

Asked whether these concerns had been addressed, Mr Birmingham said the “vast majority” of working holiday makers had a safe experience.

“We would always advise young travellers exploring or working within Australia to prepare for their trip and exercise the same care and caution they would while travelling anywhere else,” he said.

“The campaign will encourage young travellers to visit australia.com for tips on how to make the most of their time here in Australia and how to stay safe.”