Brand-new TV travel series Experience Australia will broadcast internationally in 58 countries, using footage captured as part of the National Experience Content Initiative (NECI) and voiced by Tourism Australia ambassador and actor Rachel Griffiths to promote Australia to the world.
Unveiled at the annual Destination Australia 2025 conference in Sydney on 19 March, attended by more than 1,000 tourism industry and media, Experience Australia has been commissioned for an initial two-season run and will feature travel experiences in all eight states and territories.
Production company, The Precinct, created Experience Australia from footage captured in the NECI program, which launched in March 2021 to support the tourism industry during the pandemic by providing around 1,500 Australian tourism operators with new product imagery to better promote themselves to travellers.
Minister for Trade & Tourism Don Farrell told the crowd that Experience Australia will “showcase the best destination in the world”.
“Australia has so many amazing things to see and do, and Experience Australia shows the depth and breadth of what we have to offer,” he said.
“The first season will highlight everything from Indigenous cultural tours to wildlife sanctuaries, mountain experiences, sailing and everything in between.
“I’m pleased that the second season will focus on Australia’s growing agritourism sector and feature more than 100 tourism operators, including our outstanding food and wine – which is such a great drawcard for visitors.”
Tourism Australia Managing Director Phillipa Harrison was thrilled to see another use for the NECI imagery and footage.
She shared that the Australian tourism industry is expected to be worth $220 billion before the end of the decade and the focus is now firmly on the future with a bright outlook ahead as Australia remains a highly desirable destination for international travellers.
“NECI was the largest content initiative ever undertaken by Tourism Australia. With each operator receiving hundreds of images and footage of their product, we ended up with an enormous catalogue of material and Experience Australia has given us a chance to take that to a global audience and show why there truly is nothing like Australia,” she said.
Experience Australia will air first on the Outdoor Channel, which is available in 58 countries and more than 96 million households across Europe, the Middle East and Asia.
For more info, head to tourism.australia.com
