New broadcast series to show international travellers how to Experience Australia

Media release

Incredible footage of tourism experiences around Australia, captured as part of the National Experience Content Initiative (NECI), has been turned into a TV series which will be broadcast into key tourism markets around the world to promote Australia as a travel destination.

Production company, The Precinct, has created Experience Australia using footage captured as part of the NECI program that provided around 1,500 Australian tourism operators with new imagery and vision of their products to better promote themselves to travellers.

Minister for Trade and Tourism, Don Farrell, said that Experience Australia will “showcase the best destination in the world, and encourage travellers from near and far to plan and book an Australian holiday here. Australia has so many amazing things to see and do, and Experience Australia shows the depth and breadth of what we have to offer.”

“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 draw card for visitors.”

“We are fortunate to have Rachel Griffiths voice the show, which covers outstanding experiences across all eight states and territories.”

Tourism Australia Managing Director, Phillipa Harrison, said it is pleasing to see yet another use for the imagery and footage produced as part of the NECI program which launched in March 2021 to support the tourism industry during the pandemic.

“NECI was the largest content initiative ever undertaken by Tourism Australia. It provided around 1,500 tourism operators from 57 regions around the country with the high-quality marketing materials they need to attract visitors,” Ms Harrison said.

“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.”

Experience Australia will air first on the Outdoor Channel, which is available in 58 countries in more than 96 million households across Europe, the Middle East and Asia. Initially there will be two seasons of Experience Australia, both with 10 half hour episodes.